Today Ogilvy & Mather Shanghai (O&M Shanghai) and Agoda have launched the online accommodation company’s first campaign in Mainland China, setting their sights on sophisticated globetrotters who are intent on navigating the roads less travelled.

The campaign targets China’s true 'LandDivers,' a phrase coined by O&M Shanghai that describes a group marked by their love for independent travel, who consistently blaze paths into less popular corners of the world and are intent on discovering a more authentic experience. While currently making up a small percentage of Chinese tourists who travel internationally, they are considered trendsetters, who dive into exotic locales and act as important leisure leaders.

O&M Shanghai’s LandDiving campaign helps differentiate Agoda by connecting them to the deep-rooted philosophy of the uncommon traveler and, for the first time, giving them an eloquent, collective voice. The campaign launches with a beautifully-rendered brand film, which debuts striking images of a LandDiver discovering unique landscapes. It will follow with a series of around 30 short films across four Southeast Asia countries, featuring the adventures of real-life LandDivers. Through these cornerstone works, O&M Shanghai will also cultivate a LandDiver community by giving them an exclusive space on social platforms like Weibo and Wechat to share their photos and stories. By doing so, they help deepen engagement with Agoda and drive usage.