The travel category is driven by strong functional messaging. For their first major brand campaign in the region, Wego, the region’s #1 travel marketplace, tasked us to develop a brand TVC which creates brand salience in a way that resonates in the hearts of their audience and breaks through the category clutter.
BRUTAL SIMPLICITY OF THOUGHT
In the Middle East, travel is a part of everyday life. Sure, people go for a holiday, but that accounts for such a small fraction of why we get on airplanes. With such a high expatriate penetration, the list of reasons for travel is so much richer and diverse than what is currently shown in most travel advertising. So, we decided to dig down into real, authentic, and, most importantly, relatable reasons for travel.
The campaign, which requests its audience to ‘discover the real value of travel’, explores the seemingly countless reasons why one would pack their bags, hop on an airplane, and go. Going beyond holidays and vacation stay spots, Wego explores the more authentic and relatable sides of aviation travel.
7.1 million views
Year: November 2019