'A trip must be real': Innocean launches new Trip.com brand campaign

Innocean, led by CEO Kim Jeong-a, announced Sunday the launch of a new brand campaign for global online travel platform Trip.com. The campaign carries the tagline: "A TRIP must be real. A hotel must be TRIP."

The campaign was conceived around the idea that even as generative AI technology becomes part of everyday life — making it easy to produce travel images and videos with a single prompt — the essence of real travel can only be fully felt through actual experience.

The campaign will roll out as a five-part video series. Following an initial launch film, the remaining episodes are set against destinations whose names contain the letters "AI": BRIT'AI'N (Britain), SHANGH'AI' (Shanghai), JEJU TR'AI'L (the Jeju Island Olle Trail) and CHIANGM'AI' (Chiang Mai).