TRENDS

Case Study: Trip.com Group’s Travel Revival Program

The pandemic brought global travel to a standstill, and even after more than two years, its effects remain visible across industries. Among the sectors hit the hardest was the travel industry. In response, Trip.com Group – one of the world’s largest online travel agencies – appointed us as their event agency to deliver the Travel Revival Program.

To promote international travel and support economic revitalisation, we helped Trip.com Group plan a global virtual live broadcast. This event not only enhanced brand awareness but also showcased Trip.com’s products and services to viewers worldwide.

Key Message

The slogan #TravelOn served as a catchy, social media-friendly phrase that perfectly captured the mission of the Travel Revival Program: to rebuild confidence and inspire people to travel again.

Objectives

Devise a compelling campaign that inspires and encourages Trip.com users to start booking travel again through their platform.

Build brand awareness, hype and engagement prior to the live stream of their virtual event and deliver a seamless broadcasting experience throughout the program.

Riviera’s Deliverables

Design Collateral

Stage Design

Event Theme and Slogan

Activation Campaigns

Recording and Editing Pre-Production Footage

Technology Implementation and Management

Delivered:

June 2020

Concept, Design and Execution

Our team in China focused on three core values to shape the campaign’s storytelling and visual design: enrichment, positivity, and relatability. These elements aimed to inject energy, optimism, and feel-good emotions throughout the event.

Colour Palette:
We selected bright, high-contrast colours that aligned with Trip.com’s brand identity, including canary yellow, electric blue, and coral. These vivid hues featured across all materials, from stage design to visual assets. As a result, they evoked joyful travel memories and reignited the desire to explore.

Pre-Event

Prior to the broadcast, we launched several activation campaigns. Our team recorded and edited pre-production footage to ensure a seamless program. Additionally, we used multiple technologies to maximise engagement during the event.

Guest invitations and countdown posters were shared across various social platforms, such as YouTube, Instagram, Facebook, bilibili, WeChat mini program, and Ctrip’s website. Short teaser videos were also produced to generate excitement and boost brand awareness ahead of the live event.

Execution

Pre-recorded footage, content editing of 90+ videos, the creation of explainer videos and 3D animated visual designs were all implemented to enhance the visual effect for viewers, engage the audience and deliver a seamless experience.

The stage design and production were also optimised specifically for video shooting to ensure a high-quality result, which involved cinematographic production using dynamic camera movements, dollies and cranes.

Key Results

Over 1 million overseas viewers tuned in to the live broadcast across all international channels, globally.

The teaser video campaigns attracted 300,000 viewers prior to the main launch event, building buzz and suspense.

Over 210 government, destination and industry partners from across the world joined in to revitalise travel with the “Travel On” initiative.

Looking to host a hybrid or virtual event? Get in touch with the team today at inquiry@rivieraevents.com