Kayak rows into Malaysia and Singapore waters with media buys across tv and out of home

2 years ago

Travel search engine Kayak launched its maiden brand marketing campaign in both Singapore (KAYAK.sg) and Malaysia (KAYAK.com.my).

Local audiences can now learn about this all-in-one travel search engine that empowers users to search and compare prices of flights, hotels, car rentals and holiday packages.

As a leader in travel tech, Kayak prioritizes site technology and innovation, building products and features that will make travel planning and management easier for travellers – a key differentiator in Malaysia and Singapore’s competitive online travel marketplace.

For example, KAYAK’s Price Forecast advises users whether flight prices may go up or down, based on historical data.

Kayak has appointed Clan Malaysia as its lead creative agency for their first campaign that spans Singapore and Malaysia.

The campaign was conceptualised by insights of worries that travellers usually have when it comes to making their holiday plans, such as having price concerns or time constraints.

The creative idea leveraged on a single phrase that both Malaysians and Singaporeans relate to – the colloquial phrase, “can”, which literally means “yes, it’s possible.”

The campaign “KAYAK can!” and “KAYAK boleh!” was created. The campaign kicked off with a series of TVCs and online videos for both Malaysia and Singapore markets. Three locally-relevant video creatives were produced, promoting KAYAK’s ability to search hundreds of travel websites for the most ideal flight and hotel deals.

Price Forecast and Price Alerts, helping travellers track and predict price fluctuations for flights as well as Trips,a free itinerary management tool that helps travellers organise all their bookings in one place.

In Singapore, KAYAK and Clan Malaysia created contextually relevant creatives in key MRT stations to drive awareness for its speedy search and price comparison tool.

In the time it takes for a commuter to go from one station to another, they would already have searched for flights and hotels, compare prices and have their trip booked via KAYAK’s app.

Whey Han Tan, Regional Director, APAC of KAYAK, said, “We partnered with Clan Malaysia because of their creative expertise in bringing out a brand’s characters, and we are looking forward to working with the team to bring travel lovers a better travel search engine that provides comprehensive travel search experience backed by advanced technology.”

In Malaysia, PHD has been appointed by KAYAK to integrate media planning and buying responsibilities for the television campaigns across pay-TV and free-to-air television.

Eileen Ooi, Managing Director, PHD said, “We are delighted to partner with KAYAK in their expansion into Malaysia market. PHD and KAYAK share the same challenger mindset and values and we believe this is the beginning to a great partnership ahead. We’re looking forward to grow and do more together with KAYAK in this region.”

Here are links to the work produced so far: SG Brand Video: https://youtu.be/DNY0tAYTw4k SG Out Of Home Visuals: http://bit.ly/KAYAKsingaporeoutofhome MY Brand Video: https://youtu.be/o3DR7BHyMO0

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