Southeast Asian dishes such as Nasi Lemak Ayam Goreng, Siamese boat noodles, and crispy Sisig have taken over Grab’s billboards on the Nasdaq Tower in Times Square as the brand looks to give 53 homegrown merchants a global stage.
In doing so, Grab aims to reinforce the breadth and diversity of the food selection that travellers to Southeast Asia can enjoy on the Grab app.
Other local dishes include Prata from Singapore, Nasi Campur from Indonesia, and Bánh Mì from Vietnam. Malaysia’s Village Park Restaurant, Thailand’s Thong Smith, and the Philippines’ Jollibee were among the merchants featured.
This comes as awareness among international travellers of the brand’s food offering grows, with a reported all-time high in Deliveries Gross Merchandise Value in Q3 2023. The current peak travel season offers an opportunity to position Grab's leadership in the food space for North American travellers bound for Southeast Asia, which is one of the top inbound travel markets for Southeast Asia.
Since its listing in 2021, Grab has also used this prime billboard space to recognise and show appreciation to
Grabbers, its community of driver-partners, delivery-partners and merchant-partners that serve millions of
consumers every day across the region.
Additionally, Grab has also launched the Traveller Homepage on its app to help travellers plan ahead when it comes to their trips. The page enables users to explore 33 of the top tourist cities in Southeast Asia within the Grab app as if they were already at the destination. Users can search for places of interest, explore the extensive selection of cuisines and restaurants, and save them to a list.
This is yet another tourism effort by the company, following the second phase of GrabAds’ tourism campaign with the Japan Tourism Agency (JTA) earlier this month. With this ongoing partnership, it aims to highlight the hidden gems of Japan beyond traditional tourist hotspots, such as Awaji Island, Nagasaki, Hokkaido, and Aso in Kumamoto.
The campaign was activated across offline and online touchpoints to engage Grab users, including in-app advertisements, fleet car wraps and an in-app branded challenge.
The biggest conference is back! Experience the future of marketing with 500+ brilliant minds at Digital Marketing Asia on 28 - 30 November in Singapore. Uncover groundbreaking strategies that connect leading brands with their target audiences effectively.
Grab opens its first merchant centre to help SMBs, sees MD step down
Jollibee’s iconic bee mascot replaces green Grab riders for 45th birthday
PR professionals weigh in: Was Grab's response to the controversial post by its co-founder's wife enough?
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window