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Campaigns mascot Bellpug invites travellers to “reward yourself” In a new multi-market advertising campaign

Author: Theodore Koumelis / Date: Mon, 11/05/2018 - 03:02

The “Reward Yourself” campaign serves to relaunch’s brand mascot, which will make its official introduction to audiences under the new moniker Bellpug. has launched a new multi-market advertising campaign which aims to inspire travellers to escape their daily grind and reward themselves with a stay at one of the brand’s hundreds of thousands of diverse accommodations worldwide.

The “Reward Yourself” campaign serves to relaunch’s brand mascot, which will make its official introduction to audiences under the new moniker Bellpug, complete with an upgraded hotelier-inspired attire. Talk about ado(g)rable?!

Launching on 1 November in Hong Kong, 2 November in Taiwan and 14 November in Japan, the campaign is centered on two hero spots that showcase how can turn a dream holiday (#literally) into reality the most rewarding way.

The first ad spot takes viewers on a journey to an idyllic spa as a young lady and Bellpug receive pampering manicures and massages. In an unexpected twist, the spot reveals that the young lady is actually at home on her couch, dreaming of a getaway! Fortunately, Bellpug is there, encouraging her to reward herself with her dream holiday by taking advantage of the latest deals on the mobile app. 

A second ad spot that promotes the Rewards Program takes viewers to a traditional Onsen, where a businessmen and his family are enjoying a bath, when Bellpug floats into frame in a bucket with a towel. Everything seems fine; that is, until they wake up to find themselves at home, tired of the daily grind and wishing they were on vacation. Bellpug then invites the businessman to redeem his free* Reward Night, giving the family the trip they’ve always been dreaming of!

Since the launch in 2008, Rewards Program has been loved by travellers for its no fuss, no frills features that lets guests collect 10 Nights and get 1 Reward Night for free*, while enjoying instant savings. With no blackout dates and fees to join, our program rewards loyalty in one of the most generous and transparent ways possible by letting you earn free* nights while you sleep. Can it get any better than that?

Created and executed in conjunction with DDB Group Hong Kong and its sister agencies throughout the region, the “Reward Yourself” campaign will also feature a social video that follows Bellpug on its exciting "Travel Diary” adventures, as well as a series of humorous bumper ads and digital banners.

“In addition to bringing to life the brand’s cheeky and fun personality, Bellpug also demonstrates the enabler role plays in a consumer’s travel journey, from planning and booking to checking in. Having evolved from being known as Nanpug in Japan to Bellpug across the Asia Pacific region, our mascot refresh aims to tell customers that we as a brand are constantly reinventing ourselves to suit their changing travel needs,” said Chie Ikoma, Senior Manager, APAC Brand Marketing at brand.

“We understand that the OTA category is heavily driven by price and value perceptions. With this campaign we wanted to take these functional drivers and elevate them to something more emotional and more fitting to the brand. The experience of rewarding yourself with a getaway is after all an emotional one, and we hope that our campaign gives the audience a taste of that rewarding feeling you get from booking with,” said Jamal Hamidi, ECD, Global Business, DDB Group Hong Kong.


Theodore Koumelis

Co-Founder & Managing Director

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.