Trip.com: Crafting Authentic Travel Stories Across Asia
The Client
Trip.com is a leading global travel service provider, known for comprehensive travel solutions across Asia and beyond. Their market presence is characterised by:
- Multi-market operations
- Comprehensive booking platform
- Local market expertise
- User-centric approach
- Cultural sensitivity
The Challenges
Trip.com faced several key objectives across Asian markets:
Market Dynamics
- Diverse travel preferences
- Multiple cultural contexts
- Competitive booking landscape
- Need for authentic content
- Cross-border coordination
Business Objectives
- Generate authentic UGC
- Build platform credibility
- Drive booking consideration
- Create market-specific content
- Maintain brand consistency
Our Approach
We developed a pan-Asian UGC campaign that:
- Spanned multiple markets
- Generated authentic content
- Created travel inspiration
- Built regional presence
Campaign Elements
Market Coverage
- Malaysia
- Singapore
- Indonesia
- Philippines
- Hong Kong
Content Creator Strategy
- 43 Travel specialists
- Lifestyle influencers
- Local market experts
- Cultural authenticity
- Diverse travel styles
Implementation Strategy
Content Development
- Personal travel narratives
- Platform usage guides
- Destination highlights
- Accommodation reviews
- Cultural experiences
- Food adventures
Content Goals
- 400+ unique UGC pieces
- Multi-market coverage
- Consistent content flow
- Diverse travel perspectives
- Platform integration
Results
Campaign Achievements
- 400+ Travel content pieces
- Multi-destination library
- Authentic market voices
- Real traveler experiences
- Market-specific narratives
Key Success Factors
- Cross-border coordination
- Content authenticity
- Local market relevance
- Platform integration
- Cultural sensitivity
Impact
The three-month campaign successfully:
- Built regional credibility
- Generated authentic content
- Created travel inspiration
- Established market presence
- Maintained brand consistency
This comprehensive approach demonstrated the effectiveness of coordinated influencer marketing across diverse Asian markets.
