As the "On the Road August 28 Mega Sale Ad" appeared on JCDecaux digital frame ads in multiple locations, the previously much-discussed mystery of the "On the Road high-profile brand spokesperson" was also finally solved. Earlier, Pu Minghui, co-founder and CMO of On the Road, had announced on his WeChat: "Heaven has finally answered our prayers. The spokesperson for the Taobao On the Road Mid-Autumn Sale has been confirmed, but we’re keeping it under wraps for now. Here are two hints: 1. It’s a major move, 2. She’s goddess-level — Sun Li could only carry her bags."
According to information from Pinchain Travel on August 25, the On the Road August 28 Mega Sale ad has gone live, and the previously hotly debated high-priced goddess has officially "made her appearance." In response, Pu Minghui, CMO of On the Road, explained: "We did put a lot of thought into choosing the spokesperson, but in the end, the team at On the Road was unanimous in our thinking. On the Road has always had a style that is ‘down-to-earth and practical.’ We aim to present the best products to users in the best way possible, helping many who couldn’t travel for various reasons finally realize their travel dreams. We especially promote all kinds of family-oriented and emotionally rich ‘on-the-road’ journeys. ‘This principle runs through the original intent of all our promotions.’ That’s why we ultimately decided to save the huge spokesperson fee and put it where users can really see the benefits — turning it into real value and passing it back to users. This ensures that our promotional prices remain attractive and our products stay competitive."
It has been reported that the On the Road Mid-Autumn and National Day Mega Sale special event officially went live last Saturday (August 23). With an across-the-board 50% discount, the sale targets the long-tail market for nearby travel and destination tours.
Official information shows that its "Taobao On the Road" app will run a promotion from August 23 to September 3, selling travel and vacation products — including those for travel dates during the Mid-Autumn Festival and National Day holidays — with starting discounts of 50% off or more. Additionally, starting at 10:00 AM on August 28, there will be a special sale event themed "Next Stop, Hong Kong — Departing from Just 999 RMB," featuring Hong Kong destination travel products and exclusive cross-industry offerings.
Furthermore, according to information from Pinchain Travel, in response to the marketing event where the "high-priced goddess — Chang’e (the Moon Goddess) — is the spokesperson for the Taobao On the Road Mid-Autumn Sale," Pu Minghui also revealed that during the August 28 promotion, there will also be a super male celebrity making an appearance.