Hong Kong – Klook has teamed up with Grey Hong Kong to launch its latest campaign, spotlighting the joy of instinctive, unplanned travel — told through the whimsical lens of a goose on the loose.
Titled ‘Go Wild with Travel (Klook 我要放飛)’, the campaign reframes travel for Hongkongers as a spontaneous and liberating escape. It draws on insights from Klook’s Travel Pulse study, which indicates a growing preference among travellers for meaningful, experience-driven journeys that prioritise emotion and exploration over structure.
At the centre of the campaign is a goose — a symbolic stand-in for today’s free-spirited traveller. Bold, impulsive, and unbound, the goose embodies the campaign’s message. With the Cantonese word for “goose” sounding similar to “me”, the character also carries a local and personal resonance.
The campaign’s launch was marked by a faux out-of-home activation that stirred curiosity online: Hong Kong’s iconic goose statue appeared to have taken flight. The stunt quickly gained traction across Instagram and Threads, fuelling speculation and buzz.
Brought to life through AI technology, the campaign blends tech and storytelling to capture attention in unexpected ways. It will continue to roll out through the summer, with on-the-ground activations and social content designed to engage citywide audiences.
Duffy Lau, managing director at Grey Hong Kong, said, “Inspired by the old tale of the Ugly Duckling, the campaign is about how a journey can help you find your place in the world — not by fitting in, but by following your own path. Klook has always been about discovery. Our job was to help that spirit take flight in a way that feels fresh, fun and deeply local.”
“The entire campaign was built using AI to open creative possibilities. We brought the goose to life and let it travel the world — turning a simple idea into something people could spot, share and smile at,” added Rick Kwan, executive creative director at Grey Hong Kong.
Building on the momentum of last year’s campaign and the recent global initiative ‘The Best You’, the latest effort signals a shift in focus — from rigid planning and checklists to travel guided by instinct, curiosity, and discovery.
The campaign also highlights Klook’s PLAY, STAY, and MOVE services — designed to support spontaneous travel through curated experiences, bundled stays with transport, and seamless mobility across regions like Japan and Europe.
Winnie Chan, marketing director at Klook Hong Kong & Macau, explained, “Forget travel bucket lists — travel doesn’t always require a plan. At Klook, we believe ‘best’ is personal. Our PLAY, MOVE and STAY offerings are designed to unlock meaningful adventures and help you discover your best self through travel.”
“As a tech-driven travel company, innovation is part of who we are — it’s in our DNA,” she added.
