Travel company WeRoad has distributed 22,000 fortune cookies across London and other major European cities in its latest guerrilla marketing campaign.
The initiative aims to help Londoners and Europeans celebrate key dates in Asian culture as the Lunar New Year festivities come to a close ahead of the Lantern Festival on 5 February.
Inside the fortune cookies – handed out on the streets of London, Milan, Rome, Bologna, Naples, Paris, Berlin, Madrid and Barcelona – people will find a travel prediction for the year as well as a discount code from WeRoad.
In London alone, 3,000 fortune cookies have been made available available across key tube stations including Shoreditch High street, Covent Garden and all Huckletree London co-working locations. The travel firm also took over the streets of China Town.
The campaign follows on from research that found that nearly 30% of British travellers would like to leave for an Asian destination this year, with Indonesia topping the list of most desirable locations on the continent.
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“As sales to Asian destinations increased over the months, we wanted to create a campaign that would drive further interest in the region, while bringing it to life on the streets across all of our markets,” WeRoad UK marketing manager, Justyna Chlopecka, said.
“Through our fun travel predictions and tasty fortune cookies, our campaign aims to add a little WeRoad flair to these important dates, while convincing those adventurous enough to get out and enjoy all that Asia has to offer themselves.”
The campaign launch comes weeks after the travel company launched a guerrilla initiative in London that saw an alpaca, monkey and reindeer go missing across the capital. Confused Londoners scanned QR codes found on ‘missing’ posters only to find that the travel scale-up was offering a discount code for its 2023 itineraries.
