Trip.com turns travel fails into smarter adventures

Trip.com is rolling out its most ambitious campaign yet in Singapore, urging travellers to “Get trip smart” as it tackles the unpredictable side of travel.

Launched in collaboration with creative agency VCCP, the campaign spans over 850 out-of-home placements across high-traffic MRT stations including Orchard, Raffles Place, City Hall, and Dhoby Ghaut. According to the brand, it aims to recruit new users, boost brand awareness, and cement Trip.com as Singapore’s one-stop travel companion.

The creative campaign taps into familiar quirks of Singaporean travellers, from overzealous airport timings to unexpected wildlife encounters in Ubud, or the classic “WFH from Phuket” situation, to show how Trip.com helps travellers prepare for the unexpected while enjoying perks and peace of mind.

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Beyond helping users avoid travel mishaps, the platform offers double rewards on flights with both airline miles and Trip coins, free VIP airport lounge access for platinum members and above, 24/7 customer service in over 20 languages, and transparent pricing with no hidden fees.

The "Get trip smart" campaign will run across OOH, digital, and experiential channels throughout September and October. Its centrepiece is a month-long activation at Jewel Changi Airport, featuring interactive installations, activities, and prizes designed to immerse the public in the Trip.com experience and bring the brand’s smarter travel promise to life.

“Singaporeans are savvy and practical travellers. They know anything can happen on a trip. With Trip.com, you get value beyond price, so you can travel smarter and worry less," said Edmund Ong, general manager, Trip.com Singapore.

In tandem, Han Feng, senior marketing director, Trip.com said, "We wanted this campaign to feel authentic to Singaporeans. It’s a fun, relatable way to remind people that with Trip.com, they can unlock extra value, enjoy exclusive perks, and turn unpredictable moments into better travel experiences." 

Speaking on the campaign, Jerry Tan, creative group head, VCCP Singapore said, "We knew we had to go beyond the usual travel clichés. We scoured the social sphere and tapped on humorous local travel quirks, like your mum insisting to reach the airport four hours early, to create a campaign that’s not only entertaining but also shows how Trip.com stands out in a crowded category.”

Meanwhile, Singapore’s travel marketing landscape has seen other bold activations. In July, Klook launched its first global brand campaign, “The best you”, with creative agency The Secret Little Agency.

Debuting at Rainforest Wild ASIA in Mandai Wildlife Reserve, the “Joy dispenser” invites visitors to declare affirmations of joy aloud in exchange for curated surprises, including limited-edition incense sticks inspired by whimsical rainforest moments, blending experiential storytelling with self-discovery.

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