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GrabAds campaign aims to create awareness for travellers in Southeast Asia to “Discover Another Side of Japan”

The campaign for the Japan Tourism Agency (JTA) taps into Grab’s hyperlocal insights to inspire adventurous travel in Japan beyond traditional tourist hotspots.

SINGAPORE – GrabAds, Grab‘s advertising arm, announced that it is a strategic advertising partner to Media Bank Inc., a Japanese digital marketing solution provider, to bring its tourism campaign into Singapore, Malaysia, the Philippines, and Vietnam. Designed for the Japan Tourism Agency (JTA), the campaign aims to create awareness for travellers in Southeast Asia to ‘Discover Another Side of Japan’, going beyond the traditional tourist spots.

Japan remains one of the top travel destinations cited by Southeast Asian travellers, according to a recent survey done by Grab. The survey also finds there is a significant increase in travel demand from Southeast Asia in 2023 compared to 2022 and that 72% of the respondents plan to travel internationally in the next twelve months, which is 1.84 times higher than the previous year1.

The campaign will be featured in the Grab app and across the Grab fleet, using various online and offline touchpoints, including in-app ads, branded challenges, and fleet activation.

The campaign will showcase another side of Japan, from scenic hiking trails to historical samurai districts.

“Southeast Asia represents a vital market for Japan. We are truly inspired by the robust demand from travellers in this region, which is further reinforced by GrabAds’ insights proving that Japan is the region’s top travel destination,” said Angie Li, CEO of Mediabank. “We are confident that leveraging Grab’s hyperlocal insights and their profound grasp of the Southeast Asian market will provide us with the most effective way to encourage potential travellers to discover another side of Japan in creative yet meaningful ways throughout the year.”

“We are honoured that Mediabank chose to partner with GrabAds to connect with a new generation of Southeast Asian travellers in discovering new places and experiences beyond the typical tourist spots. Our latest GrabAds travel data indicates a 1.84x increase 2 in international travel plans this year, with 72% of Grab users planning to travel abroad. Grab users love to travel, and Japan has consistently been named their top international destination,” said Ken Mandel, Regional Managing Director, Head of GrabAds, and Brand Insights at Grab. “There’s tremendous potential for travel and tourism brands to tap on Grab’s hyperlocal insights in Southeast Asia and create targeted campaigns for a ready-to-travel audience using the Grab app as they eat, commute, and pay. The combination of insights and a strong ecosystem on Grab provides brands with a platform for meaningful reach to build awareness and consideration.”

GrabAds enables advertisers to leverage Grab’s localised insights to reach potential Southeast Asian travellers through the Grab app. This allows brands to connect with consumers at every stage of their travel journey, making it an ideal platform for inspiring interest in popular destinations such as Japan. By tapping into Grab’s deep understanding of local culture and preferences, advertisers can deliver targeted and effective campaigns that resonate with their audience.

Tourists from Southeast Asia can also enjoy a convenient and safe ride-hailing experience via the Grab app when visiting Japan. Available in 5 locations across Japan, including Tokyo, Kyoto, Nagoya, Sapporo, and Okinawa, users can book and pay for their ride with GrabPay Credits and use the Grab app in their preferred language, making it easier to navigate travelling abroad.


1 Source: Grab in-app survey among Grab users held in June 2023; 10,233 responses from ID, MY, SG, VN, TH and PH.

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Tatiana is the news co-ordinator for TravelDailyNews Media Network (, and Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.