BBH Singapore puts travel planners at the centre

The campaign addresses the growing complexity of holiday planning and highlights the people who often take responsibility for organizing trips for friends and family

BBH Singapore has launched its first campaign for Klook following a competitive pitch, introducing the travel platform’s global brand platform Get Your Travel Right. The campaign addresses the growing complexity of holiday planning and highlights the people who often take responsibility for organising trips for friends and family.

The platform is built around the idea that travel is more enjoyable when people can make decisions with confidence rather than constantly second-guessing their choices. It brings together accommodation, transport, attractions and experiences while also recognising the often-overlooked travel planners who coordinate trips for everyone else.

BBH Singapore builds Klook’s travel platform

The campaign uses two complementary creative expressions. One demonstrates how Klook helps travellers manage different parts of a journey through one platform, while the other focuses on the people responsible for researching options, creating itineraries and coordinating group holidays.

Marcus Yong, VP, Global Marketing, Klook: "More choices should make travel better, but too often it makes planning harder. By bringing the essential parts of a trip together, Klook helps travellers cut through endless comparison and book with confidence. That is how we help people "Get Your Travel Right" when they Book with Klook. We also want to celebrate the person who makes every great holiday happen: the travel planner behind the moments everyone else gets to enjoy."

BBH Singapore has also developed Klookmojis, a visual identity system that transforms the Klook logo into a collection of travel-inspired icons. The system includes references to hotels, trains, sushi, safaris and skydives to represent the range of experiences available through the platform.

AI production system scales campaign assets

The Klookmoji system is supported by an AI-enabled production system capable of generating thousands of market-specific executions. The system allows Klook to adapt creative to changing travel trends and inventory while maintaining a consistent brand identity across 15 markets.

Khairul Mondzi, Executive Creative Director, BBH Singapore: "Travel should be easier than ever. Instead, many people find themselves juggling dozens of tabs, conflicting reviews and endless decisions before they've even packed a suitcase. And in every friend group, there's usually one person carrying most of that burden. That's what inspired this campaign. Klook helps travellers get travel right, but we also wanted to recognise the people who've been quietly doing that work for everyone else all along."

BBH Singapore spotlights travel planners

A central element of the campaign is an initiative dedicated to travel planners. Research commissioned by Klook found that travel planning is among the least appreciated responsibilities within groups of friends and family, despite its role in determining whether a trip succeeds.

Klook will select five travel planners to receive a seven-day hosted trip to Switzerland in December 2026. The initiative is designed to give the selected planners a holiday without having to manage the details themselves.

The campaign will also draw on Klook’s network of more than 30,000 Kreators, alongside social content encouraging people to recognise the travel planners in their own lives.

Klook campaign rolls out across 15 markets

Get Your Travel Right launches globally in August across film, digital, social, PR and out-of-home channels. The campaign’s production system is designed to support Klook’s multi-market inventory while allowing localised executions to retain a consistent creative identity.

www.bbhsingapore.com

www.klook.com

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