Agoda appoints Digitas for data-driven content marketing across 8 Asian markets

Online travel booking platform Agoda has appointed Digitas for data-driven content marketing across eight markets in Asia, including Singapore, Malaysia, Indonesia, Thailand, and Vietnam. The appointment will also cover Saudi Arabia and the United Arab Emirates.

Digitas will utilise digital content powered by "data-fuelled hyper-local insights" to raise brand awareness, consideration and conversion for Agoda’s partners and consumers. Content span across offline and online, including social channels, to deliver an integrated and connected experience for consumers.

Michael Kost, global director of brand at Agoda, said the company picked Digitas for its ability to use data to derive powerful local traveller insights and translate them into effective communication strategies from a digital-first perspective. He added: "We were impressed with Digitas’s people and the warm, friendly office culture.”

Digitas Singapore and ASEAN MD Rika Sharma said: “With the growth and competition in the travel business, we look forward to further expanding Agoda’s customer base and elevating the brand above its competition by using data-driven creative solutions to help propel Agoda to become a formidable player in Asia and beyond.” Agoda currently has a network of over two million accommodation properties and over 15 million traveller reviews.

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Just yesterday, Agoda unveiled a refreshed visual identity with a new logo and brand characters “Agojis”. Featuring brighter shades of colours and refined typography, the new logo aims to better reflect Agoda’s “friendly, surprising and playful” personality. Agoda also leveraged its brand equity and brought to life brand characters from its five iconic coloured dots. These “Agojis” were developed to scale and adapt into any environment and campaign launch by Agoda. The revamped brand identity will be rolled out across all touchpoints, including Agoda’s sub-brands and products.

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