Klook introduces eight travel-themed ‘Summer OUTernship’ roles in latest HK campaign

Hong Kong – Klook has launched its latest summer campaign in Hong Kong, introducing a recruitment-inspired concept that encourages travellers to embrace their travel interests through eight themed “Summer OUTernship” roles.

Created by the creative agency Narrow Door, the campaign moves away from destination-focused messaging in favour of highlighting different travel passions, from music fandoms and food exploration to sports, photography, and road trips. Launched in late June, the campaign will run throughout the 2026 summer travel season.

At the centre of the campaign is the “Summer OUTernship,” a creative take on a corporate recruitment drive. Instead of applying for conventional jobs, consumers are invited to “claim” one of eight travel-themed roles that reflect their interests, including Fandom Rice Catcher, Lying Flat Officer, Chief Sweat Seeker, Professional Viewfinder, Window-seat Tracker, Sleepless Overdriver, Canto-Palate Quality Controller, and Stadium Hype-Man.

Terry Tsang, Director of Narrow Door, said, “We wanted to break away from traditional, generic summer travel ads and create something that genuinely cuts through the noise. By playfully hijacking the familiar corporate ‘recruitment’ framework and twisting it into the ‘Summer OUTernship,’ we found a high-energy hook that instantly connects with Hong Kongers.”

Terry continued, “This campaign is a celebration of subcultures—whether you identify as a ‘酒店躺平師’ (literally Hotel lying flat officer) or a ‘無心睡眠駕駛員’ (sleepless overdriver). Our creative goal was to inject a sense of unfiltered fun and relatable humour into the visuals, proving that the absolute best summer ‘job’ you can have is simply living out your travel obsession to the fullest.”

The campaign targets both the broader Hong Kong travel market and niche communities such as K-pop fans, staycation enthusiasts, sports lovers, foodies, and road-trip travellers.

To support the campaign, Klook has rolled out a series of videos across its owned digital channels, including Facebook, Instagram, and its website. The content strategy includes a 30-second hero film introducing the “Summer OUTernship” concept, three 20-second videos spotlighting selected travel roles, and five short-form social videos featuring the remaining themed positions.

The campaign also incorporates creators and key opinion leaders matched to each travel category, aiming to demonstrate how travellers can use Klook’s offerings across its Play, Move, and Stay services based on their individual interests. It aims to encourage users to explore travel products based on their interests and claim one of the themed travel titles through the Klook platform.

Kenny Sham, Global Events Head and General Manager for Hong Kong & Macau at Klook, said, “Summer 2026 is about shifting the narrative from where you travel to how you travel. With the launch of the ‘Summer OUTernship,’ Klook is moving beyond destination-driven marketing to champion true identity-driven travel. This campaign is our bold invitations to travellers to reclaim their summer on their own terms. Klook is far more than a booking platform—we are a complete ecosystem of Play, Move, and Stay verticals that fully back our users’ unique passions.”

Kenny added, “We are inviting everyone to explore our curated summer inventory, match it with their personal vibe, and claim one of these playful titles. Whatever your travel passion is this summer, Klook is ready to fuel it and transform your ultimate travel obsessions into reality.”