Klook gets Benjamin Kheng to put a new jingle in Singaporeans' heads

Klook is giving its global brand platform a Singapore spin, tapping local artist Benjamin Kheng for an original jingle while rolling out an interactive travel personality quiz and a surprise street activation.

The local push sees Kheng put his own musical stamp on Klook's "Get your travel right" platform. The original track is intended to keep the travel platform front of mind as consumers dream about, plan and book their trips, with a full music video set to launch across Kheng's Instagram and TikTok on 28 September.

The jingle will also move beyond social media as the soundtrack to an upcoming guerrilla activation featuring a dance troupe taking to the streets. Further details on the activation have yet to be revealed.

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Alongside the music-led push, Klook has launched a "Travel diagnosis quiz" that turns different travel habits into six food-inspired personalities. Through 10 questions, users are asked about behaviours such as how far in advance they book activities, how much consensus they need from their travel companions and how comfortable they are with making plans on the fly.

Participants are then matched with one of six personalities — 'Cheese fondue', 'Meat pie', 'Onigiri', 'Hotpot', 'Bibimbap' or 'Banh mi' — representing different approaches to planning and experiencing a holiday. The interactive experience also includes a giveaway running until 4 October.

The Singapore activation also brings Klook's "Klookmoji universe" into the mix. Developed by BBH Singapore, the visual identity system reimagines Klook's logo as travel-inspired icons spanning hotels and trains to food, safaris and skydives, creating a recognisable link back to the brand across different campaign touchpoints.

"We want this campaign to remind travelers that there is no one right way to travel, and what works best depends on each individual’s personality, preferences and itinerary,” said Jeanette Ong, associate marketing director, Klook Singapore.

“By translating that insight into entertaining and interactive experiences, we are creating more ways for people to engage with Klook now and in the next few months, with more activities lined up for travelers to look out for. At the same time, reinforcing our role as the go-to travel companion for discovering, planning and booking travel their way,” she added.

The Singapore push builds on Klook's global "Get your travel right" brand platform, which rolled out in August. The campaign initially put the spotlight on the often-overlooked travel planner within friend and family groups, the person tasked with comparing options, building itineraries and keeping everyone on track. It sought to position Klook as a way to simplify that process by bringing accommodation, transport, attractions and experiences together on one platform.

As part of the wider campaign, Klook also launched a global search for five designated travel planners deserving of a break from itinerary duty, with selected travellers receiving a seven-day hosted trip to Switzerland in December 2026. The platform is being rolled out across film, digital, social, PR and out-of-home channels.

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