Klook has partnered with Grey Hong Kong to launch “Go Wild with Travel” (Klook我要放飛), a campaign reframing travel for Hongkongers as a spontaneous and joyful escape.
The new campaign builds on last year’s initiative and the recent global push, The Best You. According to the campaign, the partnership marks a shift in tone from coordination and checklists to instinct, curiosity, and discovery.
Klook’s Travel Pulse study found that today’s travelers are increasingly seeking meaningful, experience-led journeys driven by instinct, emotion, and the freedom to explore.
The campaign features a goose as the central character, serving as a stand-in for travelers, described as “Bold, impulsive and impossible to pin down.”
With “goose” and “me” sounding alike in Cantonese, the character becomes a deeply local and personal symbol. Klook believes life shouldn’t be limited to daily routine; it should be filled with moments to break free and explore, just like the goose.
The campaign was brought to life using AI, starting with a mystery: Hong Kong’s iconic goose statue had, it seemed, taken flight. A fake out-of-home stunt showed the bird soaring across the city – which quickly went viral across Instagram and Threads. The campaign continues to unfold throughout the summer with street-level activations and playful content, creating a citywide buzz.
Klook’s PLAY, STAY, and MOVE offerings turn these break-free moments into reality. PLAY unlocks over 500,000 unique experiences. STAY provides affordable accommodations with bundled transport. MOVE enables seamless travel across Japan, Europe and beyond. Together, they support spontaneous exploration while Klook handles the logistics.
