GrabAds, the advertising arm of the renowned Grab company, in collaboration with Media Bank Inc., a leading digital marketing firm in Japan, has proudly announced the next exciting phase of their campaign for the Japan Tourism Agency (JTA). This initiative, initially rolled out earlier this year, was met with remarkable success, focusing on inviting tourists from Singapore, Malaysia, the Philippines, and Vietnam to explore the lesser-known yet enchanting locales of Japan.
Unprecedented Campaign Success
The campaign’s first phase yielded exceptionally high engagement rates across the four markets, surpassing GrabAds’ regional advertising benchmarks. Notably, Malaysia and the Philippines saw click-through rates (CTR) of around 1.3%, exceeding the usual country-level benchmarks of approximately 1%. This achievement underscores the campaign’s effectiveness and reach.
Launching the Next Chapter
The second phase, ceremoniously launched by JTA officials and representatives from both GrabAds and MediaBank in Japan, aims to further capitalize on this momentum. The new phase, aptly titled ‘Discover the Incredible Gems of Japan’, is set to spotlight Japan’s hidden wonders such as Awaji Island, Nagasaki, Hokkaido, and Aso in Kumamoto. This phase introduces an engaging in-app branded challenge for Grab users, offering a chance to win a trip to one of these exquisite destinations.
Multi-faceted Campaign Strategy
Continuing to leverage a comprehensive approach, the campaign will interact with users through various mediums, including in-app advertisements, fleet car wraps, and hangers. This integrated strategy ensures widespread reach and engagement across multiple touchpoints.
Executive Insights
Patrick Ngan, Director of Media Bank Inc., expressed his delight at the first campaign phase’s success, emphasizing the effectiveness of GrabAds’ ecosystem and hyperlocal insights in targeting high-value, travel-ready individuals in Southeast Asia. The upcoming phase promises to deepen this impactful collaboration.
Dave Yang, Regional Head of Sales and GTM at GrabAds, highlighted the recognition and support from JTA and MediaBank, attributing the campaign’s success to GrabAds’ robust ecosystem and its blend of online and offline retail media capabilities. Yang also pointed out the untapped potential for travel and hospitality brands to engage with Southeast Asia’s travel-enthusiastic market, especially towards destinations like Japan.
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This innovative partnership between GrabAds and MediaBank, supported by JTA, sets a new benchmark in travel advertising, seamlessly blending digital outreach with experiential marketing. As they embark on this exciting new phase, the campaign is poised to redefine tourism marketing in Southeast Asia and beyond.
