Alibaba’s “Fly” campaign for its travel services brand 飞猪 presents a value proposition centered on inclusivity, empowerment, and the fulfillment of travel dreams despite physical limitations. By telling the narrative of Quan Peng, a paraplegic man who has embarked on an ambitious and symbolic journey across China, the campaign positions Alibaba as an enabler of travel for all, emphasizing accessibility and inspiration. The brand promotes itself not merely as a service provider but as a facilitator of meaningful, transformative travel experiences that transcend barriers.
The market strategy hinges on deep emotional storytelling tied to a socially relevant insight: the unmet need for handicap-friendly travel infrastructure and the universal desire to explore. By focusing on Quan Peng’s perseverance and dream to see the world’s remote “ends” — from Hainan Island to the Arctic Circle — the campaign humanizes the brand and creates a powerful connection with audiences who value resilience and inclusivity. The creative approach uses a narrative genre structured like a poem, intensifying the emotional resonance and elevating the journey into an inspiring metaphor for hope and determination. Furthermore, the partnership with Finland’s tourism authority adds authenticity and global scope to the story, enhancing Alibaba’s credibility in international travel. The campaign’s multimedia execution effectively leverages a real-life story to break stereotypes, engaging viewers on both intellectual and emotional levels, thereby positioning Alibaba Travel Services as a compassionate, visionary leader within the travel and hospitality industry in China.
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution.
This campaign centers around Quan Peng’s inspiring real-life journey—a narrative arc where his dream of travel, despite significant adversity, is made possible and ultimately reimagined with the intervention of Alibaba Travel Services. The brand’s offer disrupts his journey, enabling him not just to complete his quest but to dream even bigger (travelling to the Arctic Circle). The product/service thus plays a decisive, catalytic role in his story’s progression and resolution, firmly aligning the campaign with the exemplary story format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Ctrip (Trip.com Group) – Dominating China’s online travel market, Ctrip leverages extensive inventory and integrated travel services including flights, hotels, and tours. Their positioning centers on convenience and reliability for domestic and international travelers, supported by advanced technology and a user-friendly platform that appeals to a broad customer base.
2. Meituan – Positioned as a lifestyle and local services giant, Meituan integrates travel bookings with dining, entertainment, and local experiences. This holistic approach appeals to millennials and urban consumers seeking seamless travel and leisure arrangements within a single platform.
3. Qunar – Focused on price competitiveness and extensive flight and hotel meta-search offerings, Qunar targets budget-conscious travelers. Their strategy emphasizes transparency and value through comprehensive comparison tools and deals in the travel and leisure segment.
4. Fliggy (Alibaba’s travel platform) – Fliggy differentiates itself by combining Alibaba’s ecosystem with innovative travel experiences, catering primarily to younger, tech-savvy travelers. It emphasizes cross-border travel, international hotel bookings, and experiential tourism, positioning itself as a digital-first travel service provider.
5. Tongcheng-Elong – Formed by the merger of Tongcheng and Elong, this competitor focuses on combining deep local knowledge with wide inventory access. Their positioning relies on comprehensive travel services and strong offline-to-online integration to deliver customized travel solutions.
Q: What is Fly about?
A: Fly is a 2016 professional campaign created by the agency Civilization for Alibaba, specifically for its travel services brand 飞猪, and released in the Chinese market. The campaign centers on the real-life story of Quan Peng, a young man paralyzed from the mid-chest down, who undertakes an epic journey across China in his wheelchair with the dream of reaching Hainan’s southernmost tip. Alibaba Travel Services intervenes to expand his journey, enabling him to witness the Northern Lights in the Arctic Circle, symbolizing the transformative power of travel and the brand’s commitment to inclusivity and empowerment within the hospitality and tourism sector.
Q: What creative device does Fly use?
A: Fly employs the Exemplary Story format, classified as FORMAT#5 in Clapboard’s 12-format taxonomy. This approach tells a compelling narrative in which the product or service—Alibaba Travel Services—plays a vital, catalytic role in the protagonist’s journey and its resolution. The campaign’s creative execution is structured around Quan Peng’s real-life dream and perseverance, with the brand’s intervention enabling him to achieve an even greater aspiration. The narrative is further elevated by its poetic structure, intensifying the emotional impact and aligning the story with the universal themes of hope and determination.
Q: What is the campaign proposition for Fly?
A: The campaign proposition for Fly positions Alibaba Travel Services as an enabler of transformative travel experiences for all, regardless of physical limitations. By spotlighting Quan Peng’s journey and his determination to overcome barriers, Alibaba communicates a message of inclusivity, empowerment, and the fulfillment of travel dreams. The brand targets audiences who value resilience and accessibility, highlighting the unmet need for handicap-friendly travel infrastructure in China. This strategy humanizes Alibaba Travel Services, distinguishing it as a compassionate and visionary leader in the travel and hospitality market.
Q: How does Fly rank in Clapboard's archive?
A: Fly holds a Clapboard Campaign Score of 73/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance within the hospitality and tourism industry.
Q: Who are the competitors in Alibaba's category?
A: In the travel and leisure sector, Alibaba faces competition from Ctrip, which leads with a broad inventory and integrated travel services focused on convenience and reliability; Meituan, which appeals to urban consumers by integrating travel with local lifestyle offerings; Qunar, which targets price-sensitive travelers through comprehensive comparison tools; Fliggy, Alibaba’s own digital-first travel platform catering to younger, tech-savvy users seeking cross-border experiences; and Tongcheng-Elong, which leverages local expertise and offline-to-online integration to deliver customized travel solutions.
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