Staff Reporters
Jun 29, 2020

Asia-Pacific Power List 2020: Bo Sun, Trip.com

As the online travel industry restructures to meet the 'new normal' under COVID-19, Sun's work extends well beyond marketing to find entirely new solutions.

Asia-Pacific Power List 2020: Bo Sun, Trip.com
SEE THE FULL 2020 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#LeadersForGood
 

Bo Sun

Chief marketing officer
Trip.com Group
China

To say 2020 is a tough year for online travel services such as Trip.com, best known for its Ctrip brand in China, would be a vast understatement. Chinese outbound travel had become critical for the industry before flights were cancelled, borders closed and the world's globetrotters became shut-ins. Perhaps no company felt the sting as painfully, but for marketing chief Bo Sun, it is not the moment to lose hope.

Sun launched a 'travel revival plan' in China in March, with RMB 1 billion (US$141 million) committed by Trip.com. And when China eased the travel ban in late April, Sun shifted the brand's efforts towards matching people’s pent-up need of travel after being stuck at home for over four months. Ctrip also started online streaming, partnering with video sharing app Kuaishou during the May holidays, promoting domestic travel along with local products. With a series of marketing events that included asking their CEO to do livestreaming with a wig, Ctrip found a way of getting back into the limelight. In late June, it followed all this up with a global online event, TravelOn, involving world travel and government leaders. 

Sun is in charge of Ctrip’s marketing on digitisation, brands, content, as well as public affairs. Apart from these, he also works as CEO of Oasis Lab, a Ctrip internal incubator and angel investor. Prior to joining Ctrip, Sun had more than 10 years of experiences in China’s internet industry.

SEE THE FULL 2020 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#LeadersForGood
 

 

Source:
Campaign Asia

Related Articles

Just Published

17 hours ago

Agency Report Card 2024: TBWA

With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.

17 hours ago

Why adland pros are becoming creators themselves

As the advertising landscape shifts and job security wanes, a growing number of ad professionals are reinventing themselves as creators to stay relevant and stand out.

17 hours ago

Squarespace courts Aussie and Kiwi trades with ...

The in-house taps retro classic folk songs to bring enduring real world trades into the digital age.

18 hours ago

Omnicom’s $13.5 billion Interpublic deal approved ...

The US Federal Trade Commission approved Omnicom’s $13.5 billion acquisition of Interpublic, with restrictions against coordinating ad spending based on political or ideological content.