The Brief

Trip.com Group is Greater China’s top online travel agency. Build the group’s profile as it rapidly expands presence Southeast Asia. Pivot communications strategies and drive results for a travel booking platform in a year no one can travel.

The Results

Upcycle worked closely with the client to mine insights and hone messaging relevant to the Southeast Asian market. Trip.com became an industry beacon for recovery, using its recovery in China as a bellwether for travel recovery in Asia and around the world. Chairman and CEO interviews with top-tier regional print and broadcast media included CNBC, Channel News Asia, The Business Times, Jakarta Post, The Straits Times, Lianhe Zaobao and BusinessWorld.

Upcycle suggested and developed successful CSR campaigns to build Trip.com’s reputation in Singapore and across the region.


25 million

Impressions across 400 placements