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Wego launches ‘slightly humorous’ ads in Indonesia ahead of Asia-wide roll-out

Singapore-based online travel deals site Wego has launched its first TV and YouTube advertising campaign, beginning in Indonesia – one of its fastest-growing markets – with a regional roll-out planned for the coming weeks.

A press release describes the video ads, which celebrate the individuality of travel choices, as having “a slightly humorous undertone.”

The press release reads: “Each of the spots appropriately relate to the individuality of travel preferences which can incorporate family, business, shopping, food and romance travel motivations with a slightly humorous undertone. The ads also help to communicate the benefits of the travel metasearch model and its all-inclusive ability to display online travel agent rates, as well as direct airline and hotel rates.”

Wego’s CMO Joachim Holte said in the release: “Delivering the Wego message with a touch of humour reinforces our real-person approach that we cultivate in all our communications as well as our product. We want people to know that we understand the catalyst behind travel intentions differs for each person, whether they travel for family holidays, last minute business trips, or even a romantic escape.”

Holte said that Indonesia was chosen as the first market to launch the campaign because of the rapid uptake of Wego’s travel mobile app there.

The campaign launches the week after Mumbrella revealed that the head of media and advertising solutions for Wego, Rick Mulia, will be relocating from Singapore to Jakarta to run the soon-to-launch Indonesian office of Twitter.

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