Matthew Miller
Jan 13, 2012

Initiative wins media-planning business for Zuji in Hong Kong

HONG KONG - Travelocity company Zuji has chosen Mediabrands’ Initiative for strategic planning in Hong Kong, and the media agency is already working on the online travel-agent’s Chinese New Year-themed campaign.

Initiative wins media-planning business for Zuji in Hong Kong

According to Herbert Lam, Initiative’s regional digital director, Initiative beat out several international agencies to win the pitch in early December.  “We went in and showed that this wasn’t just going to be short-term deal,” he said. “We really looked at their business and how it fits into the market, and we had some great ideas on how to further that.”
 
The team demonstrated an understanding of the challenges of the travel business, which is competitive at all times, not to mention in the current economic climate, Lam said. “We have a strong understanding of who Zuji’s consumers are, and ideas for leveraging that to further their business needs,” he added.
 
Zuji Hong Kong’s head of marketing, Janis Tse, stated, “We are excited to welcome Initiative on board to help us expand our business in Hong Kong.” She cited Initiative’s experience with integrated communications as an important factor, in that Zuji hopes to strengthen its brand among consumers overall — not just online consumers.

The engagement is not a project- or contract-based one and the relationship will continue indefinitely, Lam said.
 
The Chinese New Year campaign, conceived by TCOB Media Hong Kong, relies heavily on dragon imagery and aims to create business throughout the coming year. “The campaign is leveraging the Year of the Dragon to promote our packages and deals, not only for the Chinese New Year period, but using the 12 zodiacs to showcase packages for the different times of the year,” Lam said.

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