Singapore – Cathay Pacific has partnered with Leo Singapore to launch a new campaign featuring an AI ‘doctor’ designed to treat Singapore’s growing holiday deficit.
The campaign, titled ‘Tripment’, introduces ‘Dr. Teck M.C2’, an AI character developed using OpenAI GPT and Whisper technologies, with a custom voice built in ElevenLabs.
Positioned as a “vacation deprivation specialist”, the character offers real-time teleconsultations that prescribe personalised “Tripments” for conditions such as “Monday-itis” and “Corporate Jargon-xiety”—lighthearted terms referring to stress and fatigue caused by a lack of holidays.
Through the campaign website, users can book a session with Dr Teck M.C. to share their work-related woes. Each consultation results in a “Vacation Certificate”, which recommends a destination and provides an exclusive Cathay Pacific flight promo code.
Created with Leo Singapore and PXP Studios Australia, the campaign will run across Meta and TikTok, supported by local KOLs.
Gayle Lim, creative director at Leo Singapore, said, “We regularly see ads about prioritising our own mental health. While most people understand the message, traditional advertisements are about as effective as yelling, “Relax!” ” at a stressed person (which is to say, not at all). So, we created Dr Teck M.C., the world’s first vacation deprivation specialist, to deliver a much-needed reminder: “Stop feeling guilty and book that holiday.”
The initiative comes as Expedia’s 2024 report found that 62% of Singaporeans rarely use all their annual leave, underscoring the pressures of overwork and the impact on mental well-being.
“With this campaign, our goal was to inspire the vacation-deprived to fully embrace their well-deserved annual leave and prioritise a healthier work-life balance by starting their trip on a Cathay Pacific flight to their dream destination,” said Jonathan Ng, Cathay Pacific head of customer travel & lifestyle for Southeast Asia & Oceania.
“In our view, the cure for vacation deprivation begins the moment you board a Cathay Pacific flight. With one of the world’s largest inflight entertainment libraries and a menu inspired by the best of Hong Kong, your journey becomes just as exciting as your destination,” he added.
