Klook’s AI-Powered Goose Takes Flight, Redefining Travel Campaigns

Travel platform Klook is shaking up its marketing approach in Hong Kong with an unconventional campaign. The focus? A goose and artificial intelligence. This innovative strategy aims to redefine travel experiences, inviting spontaneity and a fresh perspective on exploration.

The Goose Goes Viral

The campaign began with a unique out-of-home stunt showcasing the goose soaring across global landmarks, quickly capturing attention online. This unexpected character swiftly became a viral sensation. The team at Klook revealed the goose was central to the summer campaign, highlighting transportation, tours, and hotel offerings.

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The campaign’s creative agency, Grey Hong Kong, embraced AI to bring this concept to life. As Duffy Lau, managing director at Grey Hong Kong, explained,

“We brought a goose to life and let it travel the world.”

—Duffy Lau, Managing Director at Grey Hong Kong

The travel and tourism market is projected to reach $1.4 trillion in 2024, showcasing the industry’s robust recovery and growth (Statista 2024).

Embracing AI and Metaphor

Klook’s use of AI allowed for the rapid creation of diverse content. The goose became a symbol for the brand’s approach, emphasizing the need to break away from rigid routines. In Cantonese, “goose” sounds like “I,” enhancing the character’s personal connection with travelers.

Campaign Expansion

The campaign’s “Play,” “Stay,” and “Move” categories aim to offer travelers freedom, aligning with the core values of Klook. The “Play” category alone features over 500,000 activities. This new direction reflects a shift in tone, encouraging rediscovering local adventures.

This imaginative campaign is scheduled to continue throughout the summer, with the goose leading the way. The company recently secured $100 million in funding, positioning it for further expansion.