Traveloka has handed its regional media planning and services to dentsu Malaysia’s iProspect as it looks to position itself as a lifestyle superapp. The appointment is for a year and follows a pitch held in February/March.
IProspect will be responsible for all above the line media planning and buying, across the key markets of Malaysia, Singapore and the Philippines, and will also be setting up a regional media strategy hub based out of Kuala Lumpur. This will ensure that the brand delivers a unified strategy with local nuances across these Southeast Asian markets.
Dheeraj Raina, CEO of dentsu Media, Malaysia said: “This is a responsibility being bestowed upon us, and we are so excited. The travel industry has gone through very challenging times, to say the least, and so have the consumers. As the world begins to open up, we want yearning travellers to pick Traveloka as their first choice, for fulfilling experiences and we believe the media has a strong role to play in building that trust and optimism. ”
Shirley Lesmana, CMO, Traveloka said “We’ve marked our presence in six countries across Southeast Asia, helping millions of people enrich their lives on a daily basis, as we are on an accelerated mission to fulfill the end-to-end lifestyle needs of consumers in the region. In addition, we found synergy in the strategy crafted by iProspect in these markets, to deliver our brand promise.”
Earlier this month Traveloka appointed actress, Diana Danielle, as its brand ambassador for Malaysia. With her keluarga-Malaysia spirit, Traveloka said that Danielle (pictured) was the perfect embodiment of the brand. Angelica Chan, Traveloka's country manager said it was this spirit that would help the nation recover from the pandemic. Chan added that by joining forces with Danielle, the brand is working to invigorate the local travel industry and restore confidence in Malaysians to rediscover the beauty of their homeland.
To spur the desire to travel again, Traveloka has also released an AR game, "Cut a Cake", where users would be able to win coupons worth up to RM10,000 when they "cut" 10 cakes for the brand. The game was also created to show gratitude and reward Malaysian users as the brand celebrates its 10 year anniversary. Coupons won from the game are valid for redemption from 21 February to 6 March 2022.
In Singapore, Traveloka has appointed Michelle Chong as its brand ambassador and Chong was chosen for her tongue-in-cheek humour, exuberance, and love for adventure perfectly complement Traveloka’s brand persona and values. Pascal Gekko, Traveloka's VP of international accommodation, said during a media event that it was searching for an individual who was not only a familiar face to Singaporeans but also had a personality that connected with Traveloka's brand.
In January this year, Traveloka launched in the ride-hailing space with Traveloka QuickRide. Done in collaboration with Indonesian transportation company, Blue Bird, the service is currently available in 16 cities including Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Denpasar, Lombok, Manado, Makassar, Padang, and Medan. According to Traveloka, the Traveloka QuickRide service is based on the increasing consumer need for transportation services within the city that are practical, safe, comfortable, and easily accessible via their mobile phones.
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