Land Divers


The China travel market is dominated by monoliths like Ctrip and Qunar. As a challenger brand, Agoda needed to cut through the clutter and carve out its own distinct identity to resonate with independent Chinese millennial travelers. 

Ogilvy & Mather Shanghai was tasked to launch the first-ever brand campaign for Agoda, one that would connect the company with a core audience looking towards Southeast Asia for new adventures.


To do this, Ogilvy & Mather Shanghai coined the term “land divers” to reflect a desire to dive deeper into new countries and cultures.  With a range of properties across interesting locations, Agoda provides the perfect springboard for outbound travelers to dive in. The ‘land diving’ campaign encapsulates Agoda’s brand philosophy – the deeper we dive, the more we discover – within a surprising, evocative creative idea.


Involving a beautiful brand film, a series of 34 high energy short online films, highlighting the adventures of real-life land divers across four Southeast Asia countries, PR and social buzz across paid, owned and social media, the campaign introduced a different view of travel and built a community of land divers, increasing brand awareness, differentiation and engagement with a pioneering generation of Chinese travelers.



View even more on Agoda’s main campaign site (Chinese):


Juggi Ramakrishnan

Executive Creative Director,  Ogilvy & Mather Shanghai.

We created a new concept in travel: the idea of diving into land. And we captured it in this symbol of a hiking diver, a visual that has great stopping power. We now have a strong foundation on which to build the Agoda brand in China and carve it a distinctive identity.