Agency: M&C Saatchi, Singapore
Travelocity and Asian airlines team up as "your airline travel guru"
Zuji Enterprises, a new online travel Web site (zuji.com) for Asia owned by Travelocity and a consortium of 16 Asian airlines, is positioning itself as "Your online travel guru" for Asia. "Zuji" is the Chinese word for "footprint."
Print, radio, outdoor, online and ambient-media advertising is breaking throughout the region.
The Singapore-based Web site is not the first in Asia to offer online travel services, including airfares, hotels and car rentals, but it is the first one supported by local carriers such as Singapore Airlines, Cathay Pacific Airways, Qantas, Malaysian Airlines, Japan Airlines, All Nippon Airways and Philippine Airlines.
Zuji started with a soft launch in 1992, but the service's real debut is this summer in Australia and Singapore with a campaign that will be extended to Hong Kong, Taiwan, Malaysia, Brunei and New Zealand.
Zuji's marketing platform, developed by M&C Saatchi, Singapore, uses witty ads in innovative media executions to position the one-stop travel site as "Your online travel guru."
In Singapore, for example, hundreds of taxis have been redesigned to resemble those from countries such as the U.S. and Sweden, and information inside the taxis provides offbeat insights into the specific country, while driving people to the site. A radio promotion rewards people who spot a Zuji taxi and contact Zuji using their mobile phone's SMS (short messaging service) technology.