SINGAPORE — GrabAds, Grab’s advertising arm, has entered a strategic partnership with Media Bank, a Japanese digital marketing solution provider, to bring its tourism campaign into Singapore, Malaysia, the Philippines, and Vietnam. Designed for the Japan Tourism Agency (JTA), the campaign aims to create awareness for travelers in Southeast Asia to “Discover Another Side of Japan,” going beyond the traditional tourist spots.
Japan remains one of the top travel destinations cited by Southeast Asian travelers, according to a recent survey done by Grab. The survey also finds there is a significant increase in travel demand from Southeast Asia in 2023 compared to 2022 and that 72% of the respondents plan to travel internationally in the next twelve months, which is 1.84 times higher than the previous year.
The campaign will be featured in the Grab app and across the Grab fleet, using various online and offline touchpoints, including in-app ads, branded challenges, and fleet activation. The campaign will showcase another side of Japan, from scenic hiking trails to historical samurai districts.
“Southeast Asia represents a vital market for Japan. We are truly inspired by the robust demand from travelers in this region, which is further reinforced by GrabAds’ insights proving that Japan is the region’s top travel destination,” said Patrick Ngan, Director of Media Bank. “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 travelers to discover another side of Japan in creative yet meaningful ways throughout the year.”
“We are honored that Mediabank chose to partner with GrabAds to connect with a new generation of Southeast Asian travelers in discovering new places and experiences beyond the typical tourist spots. Our latest GrabAds travel data indicates a 1.84x increase in international travel plans this year, with 72% of Grab users planning to travel abroad. Grab users love to travel, and Japan has consistently been named their top international destination,” said Regional Managing Director, Head of GrabAds, and Brand Insights at Grab, Ken Mandel. “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.”
GrabAds enables advertisers to leverage Grab’s localized insights to reach potential Southeast Asian travelers through the Grab app. This allows brands to connect with consumers at every stage of their travel journey, making it an ideal platform for inspiring interest in popular destinations such as Japan. By tapping into Grab’s deep understanding of local culture and preferences, advertisers can deliver targeted and effective campaigns that resonate with their audience.
