Trip.com goes on SEA PR journey with Upcycle Communications

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Trip.com Group has appointed Upcycle Communications to handle PR for its key Southeast Asian markets including Singapore, Malaysia, and Thailand. The agency will be responsible for PR and media communications supporting Trip.com Group’s regional marketing campaigns.

Upcycle will seek to augment brand awareness and recognition of the travel Group and its Trip.com platform within the region to drive growth in Southeast Asia. The 12-month appointment commenced on 1 February 2022 following a pitch held in January 2022.

Upcycle was awarded the contract to develop, oversee and implement an effective and sustained integrated public relations strategy for Trip.com Group that will, among other objectives, enhance regional awareness about the Group’s initiatives, including but not limited to enhancing its influence with governments, consumers, key media (both traditional and online) and key opinion leaders within the region.

The agency said it was selected for its expertise and understanding of the region’s travel, lifestyle and tech industry and media landscape. The decision to partner with Upcycle Communications was based upon the agency’s longstanding experience in the travel and tourism sector, and ability to support Trip.com Group with insight-led strategies.

Upcycle worked with the Group in 2020 for various campaigns to revitalise travel and boost demand for domestic tourism offerings. According to co-founder and MD, Jennifer Dembitz, this included the Trip.com LIVE sessions and the SingapoRediscovers Vouchers. "We are delighted to reignite our relationship with Trip.com to further strengthen the Group’s exposure in Singapore, Thailand and Malaysia through dynamic campaigns and communications strategies," she said.

Upcycle has grown from strength to strength since its rebranding last January. Among its list of clients include Mount Faber Leisure Group, Hilton Singapore Orchard, City Energy, andBeyond, Green Monday, and All Clear Future, as well as Din Tai Fung, and Beam Suntory.

Pluto Peng, head of global PR at Trip.com Group, said the team is excited to once again partner with Upcycle Communications to further cement its position in the region. "As the outlook for travel and tourism improves across Southeast Asia, it is our goal to stay top-of-mind as the travel platform of choice creating the perfect trip for travellers worldwide," Peng added.

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