Wing On Travel Promotion

The theme of the latest campaign of Wing On Travel is "不一樣的旅程". Based the idea of "being different", they have come up with a spot-the-difference promotiom. The promotion mechanics is rather unusual too. First you will need to go to a specific 12-sheet poster at a specific platform of MTR. Then, you take a look at the picture and spot the difference. Finally, you will need to submit the answer via SMS with your mobile phone and you will stand a chance to win a free trip. This is definitely a "不一樣的" promotion. So complicated. I suspect they wish to use this promotion to support the communication of "不一樣". But in fact consumers are looking for how different their tours are. A&P will not build product advantage. You would need to build product advantage and communicate it with A&P. They simply owe us the what's and how's, i.e. the support to make the claim "不一樣的旅程" sound.

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