HSBC Launches Data-Driven Travel Campaign & Travel Guru Programme
September 12, 2023
HSBC Credit Card has launched a travel campaign to cater to the ‘no-normal’ travel experience in the post-pandemic world. This innovative campaign, underpinned by data from Google Trends and card spending patterns, reflects evolving travel trends, including spontaneous travel planning that feature unconventional spirit-first activities, local-centric travel, and eco-friendly transport preferences.
The campaign introduces ‘Travel Guru’, a three-tiered membership programme developed in collaboration with online travel platform Klook. This programme, represented by three mushroom icons, enables card users to maximise their travel experience with exclusive offers, tailored information, and personalised notifications. The tiers are distinguished as ‘GO Traveller’, ‘GING Traveller’, and ‘GURU Traveller’.
To broaden its reach, HSBC partnered with advertising agency Narrow Door to release a one-minute video ad. The ad highlights unique travel experiences in Japan and demonstrates the ease of joining the membership programme to avail exclusive offers. The campaign also features collaborations with various travel portals and merchants for maximum exposure among travel enthusiasts.
Terry Tsang, director at Narrow Door, stated, “Our ideas are not created out of the blue but verified with legit data sources. Throughout the process, we have become a travel guru ourselves.”
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