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.
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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