Good Choice: 2022 brand campaign

Online travel booking platform Good Choice shifted perceptions of its brand through a multi-creative approach in Korea.

Background and Context

Good Choice, the second-largest brand among domestic OTA platforms in South Korea. Domestic OTA market is divided between Good Choice and its competitor. However, Good Choice entered the international travel service as a latecomer brand, following global OTAs. To strengthen its perception based on the keyword "travel" which covers both the domestic and international travel, Good Choice launched a brand campaign with the message 'Good Choice for Traveling."

Good Choice targets 'everyone who wants to go on a journey' with its campaign, and for this reason, they have implemented a multi-model strategy and a key message strategy...

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