Grab and Google: Travel bravely

Grab made a significant investment in building brand preference amongst tourists to capitalise on revenge tourism, accelerate credibility and trust-building, and strengthen its position as the best choice to 'Travel Bravely' when travelling in Vietnam.

Campaign details

Brand: GrabAgency: GrabRegion: APAC

Strategy

Objective

Help Grab capitalize on revenge tourism

Target Audience

This is the very first time that Grab Vietnam is making a significant investment in building brand preference amongst tourists.

In the past foreign travelers were deemed too fragmented and too costly to target effectively, but the availability today of real-time data signals and dynamic creative now makes marketing to this segment much more meaningful and less effort intensive.

Creative Strategy

"We travel to open ourselves to new experiences, …but ironically, it's human nature to hold back when faced...

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