Travel search engine KAYAK picks The Clan and PHD for brand marketing campaign in MY and SG

Travel search engine KAYAK has appointed The Clan as its lead creative agency for its newly-launched maiden brand marketing campaign in both Singapore and Malaysia. In Malaysia, PHD has been appointed by KAYAK to integrate media planning and buying responsibilities for the television campaigns across pay-TV and free-to-air television

The campaign was conceptualised through insights of worries that travellers usually have when it comes to making their holiday plans, such as having price concerns or time constraints. The creative idea leveraged on a single phrase that both Malaysians and Singaporeans relate to – the colloquial phrase, “can”, which literally means “yes, it’s possible.” Thus, the campaign “KAYAK can!” and “KAYAK boleh!” was created.

The campaign kicked off with a series of TVCs and online videos for both countries. Three locally-relevant video creatives promoting KAYAK’s ability to search hundreds of travel websites for the most ideal flight and hotel deals were produced. These creatives introduced features such as Price Forecast and Price Alerts which help travellers track and predict price fluctuations for flights as well as Trips, a free itinerary management tool that helps travellers organise all their bookings in one place.

In Singapore, KAYAK and Clan Malaysia created contextually relevant creatives in key MRT stations to drive awareness for its speedy search and price comparison tool. In the time it takes for a commuter to go from one station to another, they could have already searched for flights and hotels, compare prices, and have their trip booked via KAYAK’s app.

Whey Han Tan, regional director, APAC, KAYAK, said it partnered with The Clan because of its creative expertise in bringing out a brand’s characters.

"We are looking forward to working with the team to bring travel lovers a better travel search engine that provides comprehensive travel search experience backed by advanced technology. Users can be confident that with KAYAK, they will get the right advice in making the best travel decision,” Tan added.

Syed Nasir, business chief of the Clan said: “As long-time fans and users of the brand, it was great being able to work on KAYAK and help grow its reach in the region. With the first awareness campaign out of the way, we’re looking forward to doing even more with KAYAK in the coming months.”