Trip.com pushes Western Australia destination with 'Instagramable' OOH campaign

Travel booking Trip.com has launched an OOH campaign at Dhoby Ghaut MRT Station to push Western Australia as a destination. In an effort to raise engagement, it has installed pop-up “Instagram stands” along the wall for commuters to take selfies and share them on social media.

Peel-able stickers designed like postcards highlighting various unique scenic spots of Western Australia are also placed on the wall mural. Promo codes are included at the back of these stickers to encourage commuters to use them on air tickets and hotels with Trip.com.

Launched in partnership with Tourism Western Australia, the campaign is part of Trip.com branding exercise to promote the use of the platform. Walls, pillars, escalators, overhead banners and the travellator at Dhoby Ghaut MRT Station have been dressed up with campaign visuals and key messages. Other outdoor media platforms for the campaign include buses and bus interchanges.

In a statement to Marketing, a spokesperson from OOH partner, Moove Media said the installation at Dhoby Ghaut started on 23 September and costs SG$400,000. It was executed by creative agency, We The Citizens and media agency, OMD Singapore.

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Edmund Weng, general manager of Trip.com (Singapore and Malaysia) said the company aims to excite people to start planning for their next trip through new ways, given that Singaporeans are well-travelled and are constantly on the lookout for travel inspiration. "We are happy to launch this high profile outdoor space to not only inspire travel, but also to solidify our standing as the trusted one-stop booking platform for a hassle-free travel experience," he added.

CEO of Moove Media Jayne Kwek explained that Dhoby Ghaut was chosen as it is a prime location with a high footfall. Meanwhile, advertisements on the wall mural is visual-led to "make the information more memorable and the recollection easier for commuters".

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