Klook turns travel passions into playful 'job' roles this summer

Klook has launched a major new campaign that taps into Hongkongers' immense enthusiasm for summer travel. Rather than simply promoting destinations, the initiative celebrates individual travel styles and personal passions.

The campaign, also known as "Klook summer mega campaign – summer OUTernship," is conceptualised by local creative agency Narrow Door. It launched in late June and will run throughout the peak summer travel season of 2026.

Under the "Summer OUTernship" initiative, Klook has launched a "recruitment" drive inviting the public to take on eight passion-driven travel roles, challenging participants to fully embrace their travel interests. The campaign aims to position Klook as a comprehensive travel companion by highlighting how its play, move, and stay verticals support and reward diverse traveller passions.

The campaign targets Hong Kong travellers of all ages and genders who are looking to get away during the peak summer season. It also aims to reach specific lifestyle segments, including K-pop fans, staycationers, sports enthusiasts, foodies, and road-trip lovers.

The "OUTernship" creative concept takes the familiar corporate recruitment framework and reimagines it as a playful, high-energy summer campaign offering desirable travel perks.

As part of the campaign, Klook has rolled out a multi-tiered content strategy featuring a structured, fast-paced video rollout to guide consumers through the awareness and consideration stages. A high-impact 30-second anchor video is designed to capture immediate attention, introduce the "summer OUTernship" concept, and drive mass calls for entry using bold visual cues such as "要人!!".

Following the anchor video, three 20-second recruitment videos delve deeper into three selected "jobs," highlighting the specific and humourous "skill sets" needed for each travel passion.

Five shorter, bite-sized social videos dedicated to the remaining five roles are also being rolled out across Klook's Facebook and Instagram pages, sustaining digital momentum and ensuring all passion segments are covered. The campaign is divided into eight specialised passion roles such as 本命應援專員, 酒店躺平師, 挑肌爆汗師 to deliver hyper-targeted content across different lifestyle demographics.

The campaign has also brought in a curated mix of specialised KOLs and "Joy Kreators," each paired with a specific job title. By partnering with creators who are genuinely immersed in their respective subcultures, the campaign delivers authentic content that shows how Klook's "play", "move", and "stay" services can be used in real-life travel scenarios.

Kenny Sham, global events head and general manager, Hong Kong and Macau, Klook, said: “Summer 2026 is about shifting the narrative from where you travel to how you travel. With the launch of the 'Summer OUTernship,' Klook is moving beyond destination-driven marketing to champion true identity-driven travel. This campaign is our bold invitation to travelers to reclaim their summer on their own terms."

"Klook is far more than a booking platform - we are a complete ecosystem of play, move, and stay verticals that fully back our users' unique passions. We are inviting everyone to explore our curated summer inventory, match it with their personal vibe, and claim one of these playful titles. Whatever your travel passion is this summer, Klook is ready to fuel it and transform your ultimate travel obsessions into reality," Sham added. 

Terry Tsang, director of Narrow Door, said: "We wanted to break away from traditional, generic summer travel ads and create something that genuinely cuts through the noise. By playfully hijacking the familiar corporate 'recruitment' framework and twisting it into the 'Summer OUTernship,' we found a high-energy hook that instantly connects with Hongkongers."

"This campaign is a celebration of subcultures—whether you identify as a '酒店躺平師' or a '無心睡眠駕駛員'. Our creative goal was to inject a sense of unfiltered fun and relatable humor into the visuals, proving that the absolute best summer 'job' you can have is simply living out your travel obsession to the fullest," Tsang added. 

Don’t miss: Klook blends guerrilla stunts with playful hotel booking push

Back in May, Klook Hong Kong launched a playful campaign to promote its hotel booking services, leveraging celebrity-driven guerrilla stunts and a localised pun to capture consumer attention.

Also known as “Searching for hotels? Just KLOOK it” (旅行睇住宿 記住上Klook), the campaign was built around a fully localised, multi-stage initiative featuring a playful Cantonese character named “Uncle to watch over”. In Cantonese, this name sounds identical to the phrase “search for hotel accommodation”. The character represents an avid, expert traveller (專業玩家) who is constantly flying around the world. 

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