TRENDS

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

The onset of the pandemic placed the world on pause, and more than two years later we are still seeing the effects that COVID has had around the world. One of the many industries that was severely impacted was the travel industry and Trip.com Group – one of the world’s largest online agencies and a leading voice in the sector – appointed us as their event agency to deliver their Travel Revival Program.

In an effort to promote international travel and the revitalisation of the economy, we helped Trip.com Group to plan a virtual live broadcast event to viewers around the world, enhancing brand awareness and promoting its products and services.

Key Message

#TravelOn: Serving as both a catchy and social media-friendly phrase, the slogan of the event encapsulated the objective of the Trip.com Travel Revival Program – to build confidence and encourage 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 employed “enrichment”, “sunny” and “relatability” as the three core values that would inspire our storytelling and visual designs by bringing energy, positivity and evoking those all-important feel-good emotions.

Colour: Bringing bright and high-contrast colours to play that tied in with Trip.com’s brand, our team unreservedly used shades like canary yellow, electric blue and coral which were applied across all collateral, including stage design.

The vivid hues embodied feelings of optimism, reminding people of the joyful memories that travel brings and capturing an individual’s impulse and desire to travel again.

Pre-Event

Prior to the event, our team executed a series of activation campaigns, recording and editing pre-production footage, to guarantee a seamless program. We also implemented a variety of different technologies to increase engagement throughout the event.

Guest invitations and countdown promotion posters were shared across a wide range of social platforms – including YouTube, Instagram, Facebook, bilibili, WeChat mini program, the Ctrip website and more.

Short video snapshots were also created for the teaser campaign to garner brand awareness and buzz prior to the live broadcast, enticing guests to join the virtual 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 [email protected]