GrabAds, the advertising division of the prominent technology company Grab, and Media Bank Inc. (MediaBank), a leading Japanese digital marketing solutions provider, have today revealed their strategic partnership. Their collaboration aims to launch an innovative tourism campaign in Singapore, Malaysia, the Philippines, and Vietnam, revealing the lesser-known aspects of Japan to Southeast Asian travellers.
The campaign, created for the Japan Tourism Agency (JTA), hopes to inspire travellers to explore “Another Side of Japan”, beyond the conventional tourist locations.
SOUTHEAST ASIA’S RISING TRAVEL INTEREST
Japan continues to be a favourite amongst Southeast Asian travellers, as affirmed by a recent survey conducted by Grab. The survey unveiled a substantial surge in travel demand from Southeast Asia in 2023, compared to the previous year. It was found that 72% of the respondents were planning to embark on international travel in the coming twelve months, an increase of 1.84 times from the prior year.
CREATIVE CAMPAIGN ELEMENTS AND STRATEGY
The campaign will be manifested across the Grab app and Grab fleet, with a mix of online and offline touchpoints such as in-app ads, branded challenges, and fleet activation. The campaign promises to reveal Japan in a new light, showcasing everything from idyllic hiking trails to captivating samurai districts.
By clicking on the in-app ads, Grab users will be directed to MediaBank’s official website, making it convenient for them to reserve hotels, restaurants and secure tickets to various attractions in Japan.
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LEADERS’ INSIGHTS
Patrick Ngan, Director of Media Bank, Inc. said, “We are confident that leveraging Grab’s hyperlocal insights and their profound grasp of the Southeast Asian market will provide us with the most effective way to encourage potential travellers to discover another side of Japan in creative yet meaningful ways throughout the year.”
Meanwhile, Ken Mandel, Regional Managing Director, Head of GrabAds, and Brand Insights at Grab expressed their pride at the partnership with MediaBank. He said, “There’s tremendous potential for travel and tourism brands to tap on Grab’s hyperlocal insights in Southeast Asia and create targeted campaigns for a ready-to-travel audience using the Grab app as they eat, commute, and pay. The combination of insights and a strong ecosystem on Grab provides brands with a platform for meaningful reach to build awareness and consideration.”
SERVING BRANDS THROUGH INSIGHTS
GrabAds empowers brands to use Grab’s local insights to reach potential Southeast Asian travellers through the Grab app, allowing them to connect with consumers at every stage of their travel journey. By leveraging Grab’s profound knowledge of local culture and preferences, brands can craft targeted campaigns that resonate powerfully with their audience. With this new partnership, both GrabAds and MediaBank aim to inspire a new generation of Southeast Asian travellers to discover the treasures that lie beyond Japan’s typical tourist spots.
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