Singapore – A vast majority of Singaporean travellers (96.4%) are considering sustainable travel, travel service provider Trip.com Group’s report reveals. The figure surpasses the global average of people considering sustainable travel at 92%.
However, while sustainability awareness is high, only a smaller percentage of Singaporeans have acted upon it, unveiling a gap. According to the report, only 64.7% of travellers have practised sustainable travel. This gap highlights the travel industry’s challenges in promoting and meeting the aim of sustainability in travel.
The report surveyed 9,867 travellers from 109 countries, including Singapore. It found that many travellers face barriers such as cost, confusion, and doubts about the authenticity of sustainable options. It underscores the need for the travel industry to provide clearer and accessible sustainable options to meet the growing demand from travellers.
While some travellers are willing to pay a premium for sustainable options, most have limits. In Singapore, 41% of travellers are willing to purchase the premium option. Globally, the figure rises to 42.5%, but with limits. Only 21% are willing to pay up to 5% more, and fewer people are willing to pay 10% or more.
Despite this, travellers increasingly seek sustainable options online. 61% of Singaporean travellers are routinely looking for these options. Consequently, 81.8% of them expect more information about sustainable options from online travel agents while 65.3% prefer to see sustainable tips.
According to the report, the top options for sustainable travel for Singaporeans include greener transportation, sustainable accommodations, single-use plastics, and food waste reduction.
Among Gen Z, 73% are considering purchasing sustainable offers from travel agents, showing their environmental motivation.
Trip.com Group aims to bridge the gap by offering more sustainable options and partnering with sustainability organizations. They also plan to reduce their own environmental impact.
“As we enjoy the planet’s natural wonders, it is our duty and responsibility to protect and preserve these treasures for future generations. We are encouraged by the growing awareness of sustainable travel, and will continue to collaborate with, and empower, our stakeholders in building a sustainable future,” Jane Sun, chief executive officer at Trip.com Group, said.
Singapore – Loyalty programme yuu Rewards Club is celebrating life’s wins in a new campaign celebrating its 2nd anniversary in Singapore.
The campaign titled ‘Life is Better with Double yuus,’ aims to spread positivity by turning L’s (losses) into W’s (wins). Conceptualised with social media marketing agency GOODSTUPH, the campaign encourages customers to shift to an optimistic perspective amidst stressful situations in life.
yuu Rewards Club is launching the experiential pop-up ‘Double yuu Festival,’ where attendees can share their losses with mascot yuuki and receive rewards in return. The rewards include vouchers and limited-edition merchandise.
Additionally, festival attendees can visit booths where they can collect stamps and exchange them for freebies. They can also join a lucky draw where they can get the chance to win a beach vacation for two.
The festival will be held at Suntec City until Oct. 20. Meanwhile, the integrated marketing campaign has been released on various channels, including television, radio, and social media.
yuu Rewards Club was created by the technology venture minden.ai, which enables interactions between brands and consumers.
“yuu Rewards Club turns 2, and we’re showering our Members with even more ways to win. By fostering a strong ecosystem of partner brands, we continue to deliver value and convenience to our 1.7 million Members on the App,” Jacky Mak, brand marketing director at minden.ai, said.
“We look forward to turning our Members’ ‘losses’ to ‘wins’ through the multitude of Offers and Rewards every time they shop with yuu. For example, Members can enjoy Super Duper Rewards, which include discounted vouchers at over 50% off. We hope to encourage our Members to celebrate little wins and immerse in life’s feel-good moments,” Mak added.
Thailand – Shield Insurance is redefining the value of brokers in a new film campaign with creative agency VML Group Thailand. The film elevates the status of insurance brokers as more than just middlemen in the industry.
The film showcases how the job of brokers is not finished when they have sealed a contract with a customer. It extends to their assistance in future circumstances.
To highlight the responsibility of brokers, the film tells the story of a couple buying car insurance. From the moment of their purchase to an unfortunate car accident, the film empahises the brokers’ role as trusted advisors.
Directed by Teerapol Suneta, the film aims to depict the challenges of buying insurance.
Getting insurance is usually thought to be a tedious process of comprehending policies and comparing suitable options. Finding out if the insurance company can easily be contacted in case of an accident can also pose problems.
Shield Insurance is also known by its Thai name Prakan Tidloh. The name ‘Tidloh’ reflects its mission to protect and support its customers.
Singapore – Warner Bros. Discovery has announced that its streaming service Max will launch on November 19 in Indonesia, Malaysia, Philippines, Singapore and Thailand, as well as Taiwan and Hong Kong. Max will be a brand new streaming experience in the region bringing fans blockbuster movies, groundbreaking series, iconic titles, real-life content and other family favourites through a strong product experience.
Max brings together entertainment titles from brands like HBO, Harry Potter, the DC Universe, Cartoon Network, Max Originals, and the best of Hollywood movies, as well as programming from Discovery, TLC, AFN, Food Network, ID and HGTV all in one place.
From November 19, subscribers can enjoy an elevated streaming experience on multiple devices with an easy to navigate interface including personalised recommendations, seamless search, genre rails and brand hubs.
Moreover, by providing a more intuitive way of exploring Max, subscribers can create up to five unique profiles, each customisable with favorite characters as avatars, receive content picks based on viewing habits and customise profiles for kids, curated with age-appropriate content and parental controls.
JB Perette, CEO and president of global streaming & games at Warner Bros. Discovery said, “We are thrilled to bring Max to more consumers in Asia. Max brings together unparalleled quality content from iconic brands like HBO, Discovery, the DC Universe, Harry Potter, AFN, and Cartoon Network, as well as Hollywood blockbusters all in one place. Building on successful launches in the U.S., Latin America and Europe, Asia Pacific represents the next phase of Max’s globalization, making Max available now in over 72 markets with more to come in 2025.”
Meanwhile, James Gibbons, president at Warner Bros. Discovery, APAC commented, “Warner Bros. Discovery has long entertained fans across Asia Pacific with culture-defining content from powerhouse brands. For the first time, this programming will be available in a brand new streaming app for regional audiences, with Max combining incredible breadth and depth and a best in class viewing experience.”
Singapore – Moon Rabbit Singapore, an integrated advertising agency, has announced the appointment of Bettina Feng as head of integrated production. Feng will help expand the agency’s client base.
Previously, Feng worked at Iris Singapore as head of integrated content production and director of integrated services.
Feng brings over 20 years of experience in production, having worked at BBH, M&C Saatchi, JWT, and DDB Group. She has spearheaded production for various brands, including McDonald’s, Singapore Tourism Board, StarHub, Trust Bank, and government agencies.
As head of integrated production, she will work closely with managing partners Michael Banner and Benson Toh.
“What excited me most about Moon Rabbit Singapore was their cutting-edge client work and forward-thinking vision. I am confident that with the current team in place, I will be able to make the best use of my capabilities and push creative boundaries to showcase the agency’s potential,” Feng said.
“Bettina’s extensive experience in creative and production departments is valuable. Her focus will be to build an integrated production department that can merge the production of digital, film, print, and on-ground activations to provide more streamlined solutions to our clients,” Banner said.
“Having worked alongside Bettina at DDB Singapore, I witnessed her exceptional talent firsthand. We have gained a valuable asset in her integrated production expertise and I look forward to working with her again,” Toh added.
Singapore – Creative studio PUSH has joined forces with production company Play Films to launch the new creative studio PUSH▷PLAY in Singapore. The creative studio’s work focuses on youth trends and culture.
The creative studio leverages Play Films’ experience in the Southeast Asian (SEA) market and PUSH’s international network of directors and creatives. This blend of capabilities equips PUSH▷PLAY with expertise in the Asian youth culture and authentic storytelling.
PUSH’s portfolio reflects its culture-driven approach to storytelling. It recently worked with Megan Thee Stallion’s ‘Mamushi’ music video and Hennessy for a campaign featuring Jackson Wang. It also created a skatepark and gallery activation for Vans.
Meanwhile, Play Films is known for its projects with Sony Ericsson and Marina Bay Sands featuring David Beckham.
Recently, PUSH▷PLAY’s first major project for PUMA, in partnership with agency GOVT, rolled out in SEA. The campaign titled ‘See The Run Like We Do,’ celebrates everyday runners in the region.
“We’ve known PUSH for years, first working on Adidas projects together in Shanghai. We’ve always admired their ability to tap into subcultures and bridge them into commercial worlds. There’s a momentum in Singapore that feels primed for this kind of aesthetic and energy,” Julie Chung, co-founder of Play Films, said.
“I’m excited to create work that builds upon our style, cultivated in China and Japan. Doing it alongside David and Julie makes it a joy – they genuinely care for crew and clients, and have such a passion to create great work,” Jonathon Lim, PUSH founder and creative director, said.
Kuala Lumpur, Malaysia – AirAsia has recently joined forces with video game companies SEGA and ATLUS to bring the ‘Sonic the Hedgehog’ and ‘Persona 5’ franchises to life through custom aircraft liveries and immersive in-flight experiences. Said partnership is in conjunction with the larger ‘The Colour Of Connection’ campaign by AirAsia brand co. (Abc.), the brand management arm of Capital A.
The two aircraft will fly routes across AirAsia’s network of over 100 destinations including major cities in Southeast Asia and Asia Pacific like Bangkok, Tokyo, Seoul, Taipei, Shanghai, and Sydney, bringing the thrill of popular gaming culture and lifestyle to many guests and fans around Asean and beyond.
In addition, Santan in-flight catering will offer a special treat inspired by Sonic the Hedgehog – the Sonic’s Golden Ring Cakes. These zesty mango and lemon-flavoured golden ring cakes, reminiscent of Sonic’s iconic golden rings, are available for pre-booking on all AirAsia Malaysia (flight code: AK) and AirAsia X Malaysia (flight code: D7) flights. Priced at RM13, the combo includes a Fizzy Iced Yuzu drink and a free Sonic-themed sticker with each purchase.
Lastly, AirAsia will introduce exclusive Sonic the Hedgehog and Persona 5 merchandise, available for purchase starting in the first quarter of 2025 on all AirAsia Malaysia and AirAsia X flights, as well as on AirAsia MOVE Duty-Free, allowing fans to take home a piece of this collaboration.
“Through the aim of building an immersive experience, guests can fly on these planes emblazoned with the universes from SEGA and Atlus. From the livery design, to little in-flight touches, a Sonic the Hedgehog-themed meal and more, you’ll feel like you stepped into these iconic universes–not forgetting that the collaboration also includes exclusive merchandise,” Rudy Khaw, Chief Executive Officer of AirAsia brand co. (Abc.) said in an exclusive interview with MARKETECH APAC.
Rudy also notes that as part of AirAsia’s ongoing evolution into a well-rounded brand across travel, lifestyle and beyond, these collaborations reflect their focus on offering guests and brand enthusiasts transformative experiences, making the journey itself as exciting as the destination.
“By weaving in elements of these iconic franchises, we’re connecting our guests to their passions and fandoms while reinforcing AirAsia’s role as a leading Asean brand focused on inclusivity, accessibility and cultural relevance,” he added.
Collaborations to connect with audiences
It is worth noting that special liveries for AirAsia have been focused on commercial ones as part of their AirAsia Media offering, which includes partnering with Watsons, Genting Malaysia, and more recently with the Singapore Tourism Board (STB), Gardens by the Bay and Mandai Wildlife Group for its ‘Love, Singapore’ campaign.
However, Rudy notes that this special collaboration with SEGA and ATLUS is meant to forge a deeper relationship of customers to the brand, as it aims to develop itself into a full-grown brand beyond travel and lifestyle.
“While past partnerships like Watsons and Genting Malaysia were rooted in commercial engagement, our partnerships with Persona 5 and Sonic the Hedgehog stand out for their deeper emotional resonance. These franchises have passionate fan bases across the globe, and by incorporating their world-building into the travel experience, AirAsia isn’t just advertising a brand—it’s facilitating cultural connection,” he said.
Rudy added, “This is in line with our role as Asean’s creative incubator, where we focus on amplifying cultural narratives and tapping into the emotional aspects of the customer experience, further positioning AirAsia as a creative trailblazer in the region.”
Experiences beyond traditional platforms
Rudy notes that as the AirAsia brand has evolved to represent a dynamic travel and lifestyle platform that transcends industries—from aviation to digital and creative ventures–so does too their ways of promoting brand experiences for customers.
“While this initiative is driven by Abc., the strategic importance lies in how we position brands within a multi-faceted experience, moving beyond traditional media platforms,” he said.
A key highlight of this collaboration is to expand AirAsia’s reach into new verticals like gaming, anime, and pop culture, while showcasing Asean’s creative potential.
“By aligning with cultural and entertainment franchises like Persona 5 and Sonic the Hedgehog, we are able to leverage our platform to push boundaries, creating authentic, emotionally resonant experiences that go beyond advertising,” he said.
When asked about what advice other similar brands or franchises can take from this collaboration, Rudy emphasises the importance of authenticity and cultural resonance. For him, AirAsia isn’t just about brand visibility–and more about building meaningful connections, both physically and emotionally.
“With a presence in aviation, travel, logistics, and fintech, we offer a unique platform for brands to engage with a diverse, culturally rich Asean audience. Brands should focus on how they can align their narrative with Asean’s spirit of diversity, community, and creativity. It’s crucial to think about how your story can elevate and inspire these communities, while also providing consumers with new, transformative experiences through our well-rounded media ecosystem,” he concluded.
Singapore – McDonald’s Singapore is encouraging young people to love themselves with the ‘Lovin’ Me’ campaign for World Mental Health Day. The campaign, led by public relations agency Golin, aims to help young Singaporeans nurture self-love and resilience.
Through the campaign, McDonald’s intends to provide the youth access to mental health resources. A recent study from the Institute of Mental Health prompted the initiative, as it found that one in three young people has experienced severe signs of depression, anxiety, and stress.
McDonald’s released the ‘Lovin’ Me’ anthem and music video, which captures the themes of self-love, resilience and acceptance. Featuring local talents Haneri, WHYLUCAS, and LAYYI, the song encapsulates the youth’s emotional journey and empowers them.
The campaign also encourages open dialogue on mental health through the ‘Lovin’ Me Conversations’ podcast series, also hosted by Haneri. The podcast will feature mental health advocates and experts to talk about their insights about the issue.
The ‘Lovin’ Me Playbook’ also offers mental health resources tailored for young people, including messages they can share with others. The digital guide aims to spread awareness, designed to be accessible to the youth.
Additionally, McDonald’s is launching the ‘Lovin’ Me’ Reminders, sticker sheets featuring uplifting illustrations and anthem lyrics. It can be downloaded on laptops and mobile devices.
Last year, McDonald’s Singapore launched the ‘Feelings Cards’ tailored for younger children to recognise and express their emotions. Building on this initiative, the ‘Lovin’ Me’ campaign extends to teens and young adults.
“At McDonald’s, we believe in supporting the communities we serve, and that includes our youth who are at the heart of Singapore’s future. With ‘Lovin’ Me’, we want to create a safe space where youth feel seen, heard, and uplifted. We hope to inspire a community that prioritises mental well-being and empowers youth to embrace who they are while seeking the emotional support they need,” Benjamin Boh, managing director of McDonald’s Singapore, said.
“I have hope that our efforts will fuel conversations that empower them to share their stories and, more importantly, spark dialogues that create real change.” Shouvik Prasanna Mukherjee, executive vice president of global creative innovation and chief creative officer of APAC at Golin, said.
Bangkok, Thailand – KFC Thailand is bringing back the ‘Kai Jai Ded’ spicy popcorn chicken with its latest campaign. The campaign features a remix of the song ‘Pa Chet Na,’ expressing the need for handkerchiefs to wipe spice-induced tears.
The Kai Jai Ded, popcorn chicken drenched in spicy sauce, was first launched in February 2024 as a limited-edition offering. Its return is a tribute to Thailand’s enthusiasm for bold flavours.
As part of the campaign, KFC is also releasing limited-edition handkerchiefs, adding to its variety of merchandise. Customers can get the handkerchief until Oct. 30.
To amplify the campaign, KFC Thailand released a music video starring TikTok sensation Pete Pamana. As he dances to ‘Pa Chet Na,’ he also invites fans to join through TikTok.
“It’s a spice challenge like no other, and the fire is real. Thanks to popular demand, we are thrilled to bring back ‘Kai Jai Ded’, now adding music, giveaways and KFC’s signature zest and spice to complete the full experience. From TikTok challenges to limited-edition handkerchiefs, we’re making this comeback one to remember,” Suhayl Limbada, chief marketing officer of KFC Thailand, said.
Kuala Lumpur, Malaysia – AirAsia brand co. (Abc.) has appointed multi-disciplinary artist Ta-ku, also known as Regan Mathews, as its new creative director. Ta-ku will spearhead the creation of solutions while overseeing AirAsia’s creative strategy.
As a renowned musician and photographer, Ta-ku brings an innovative approach to Abc.’s creative team. He will focus on forging deeper emotional connections with consumers in Southeast Asia, driving AirAsia’s mission. Ta-ku will lead this effort by crafting compelling narratives that celebrate diversity and create unforgettable experiences.
Ta-ku’s appointment aligns with Abc.’s goal of becoming a leading creative force in Southeast Asia. Considering the dynamic creative industry, Ta-ku aims to embody Abc.’s vision to heighten ints branding solutions.
As creative director of Abc., Ta-ku is also expected to champion the ASEAN region’s spirit through offering brand experiences and creative strategy.
Abc. is known for its work across brands in aviation, aviation services, logistics, and digital industries.
Ta-ku commented, “I’m honoured to join Abc. at such a transformative time, as the world looks to the Asean region for long-term creative leadership. Branding is more than just visuals – it’s about building deep, meaningful connections through storytelling, fostering lasting communities, and creating networks that elevate brands for the future. I’m looking forward to working with our talented team and partners to craft innovative narratives that not only resonate with our consumers but also build lasting, impactful relationships in the industries that are shaping Asean’s future.”
“With a deep connection to our Asean roots, Ta-ku, who is also of Filipino heritage, brings a powerful combination of creative vision and a passion for community-building. In line with our pillars of People, Places, and Passion, our goal is to tap onto Ta-ku’s leadership to build lasting brand loyalty and foster meaningful connections across a diverse, well-rounded media ecosystem. This marks the beginning of a new era where we champion creativity and culture across Asean, turning communities into lifelong brand advocates,” Rudy Khaw, chief executive officer of Abc. said.
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