Based on Asian travel destination and personas insights' research, we found that the key motivation for many travellers before embarking on a destination are the unique and interesting festivals, fun activities to do, and where the hot tourist spots are.

As such, we took an editorial approach in our creative ideation.

By targeting the micro-moments of travellers at the pre-travel phase and in-destination phase, card transactions were then tracked to deliver geo-targeted communications that tied in with merchant offers, ideated around local festive seasons.