Cathay Pacific prescribes the cure for vacation deprivation with “Tripment” via Leo Singapore
Singapore is one of the most overworked cities in the world, with a staggering 62% of Singaporeans admitting that they rarely use all their vacation days in a year according to Expedia’s 2024 annual report on Global Vacation Deprivation. This statistic highlights a troubling reality: when it comes to mental well-being, relaxation often feels like an unattainable luxury(1).
This month, Cathay Pacific and Leo Singapore are partnering with Dr. Teck M.C2, an AI character created using OpenAI GPT and Whisper technologies and a custom voice designed in ElevenLabs. Called “Tripment”, this travel campaign is designed to provide the vacation-deprived with a unique, real-time ‘teleconsult’ experience, offering personalised “Tripments” to cure ‘Monday-itis’, ‘Corporate Jargon-xiety’ and other ailments induced by a lack of holidays. The goal is to inspire people to break free from their daily grind and embrace the rejuvenating benefits of a well-deserved vacation.
“We regularly see ads about prioritising our own mental health. While most people understand the message, traditional advertisements are about as effective as yelling “Relax!” at a stressed person (which is to say, not at all),” said Gayle Lim, Creative Director, Leo Singapore. “So, we created Dr. Dr. Teck M.C2, the world’s first vacation deprivation specialist, to deliver a much-needed reminder: Stop feeling guilty and book that holiday.”
To apply for a “Tripment”, the vacation-deprived can book a live “teleconsultation” with Dr. Teck M.C2 via the campaign website. During the session, they can share their work woes and, in return, receive a personalised “Vacation Certificate.” This certificate includes a recommended travel destination and an exclusive promo code for their next Cathay Pacific flight—the ultimate antidote to vacation deprivation.
“With this campaign, our goal was to inspire the vacation-deprived to fully embrace their well-deserved annual leave and prioritise a healthier work-life balance by starting their trip on a Cathay Pacific flight to their dream destination,” said Jonathan Ng, Cathay Pacific Head of Customer Travel & Lifestyle for Southeast Asia & Oceania. ”In our view, the cure for vacation deprivation begins the moment you board a Cathay Pacific flight. With one of the world’s largest inflight entertainment libraries and a menu inspired by the best of Hong Kong, your journey becomes just as exciting as your destination.”
Developed in collaboration with Leo Singapore and PXP Studios Australia, the campaign will be launched across social media platforms Meta and TikTok. Supported by local KOLs, it aims to inspire Singaporeans to claim their Vacation Certificates and embark on their next adventure with Cathay Pacific.
Credits
Cathay Pacific Airways
SEA & OCE Head of Customer Travel and Lifestyle: Jonathan Ng
SEA & OCE Regional Head of Marketing: Ashley Ho
SEA PR & Social Media Manager: Melissa Koh
SEA Regional Marketing Manager: Jing Pei Lim
SEA Regional Marketing Executive: Carisa Chan
SEA Regional Marketing Executive: Sabrina Binte Muhamad Jaya
Leo Singapore
Executive Creative Director: Sharim Gubbels
Executive Director & Head of Planning: Arielle Brustein
Planning Director: Cai Yu Lam
Senior Planner: Wong Teng Fon
Creative Director: Gayle Lim
Associate Creative Director: Boston Ho
Associate Creative Director: Eugene Yow
Senior Art Director: Max Tan
Senior Copywriter: Renee Choo
Group Account Director: Adela Andrei
Account Director: Darren Lee
Account Manager: Seana Carter
Senior Account Executive: Deborah Tay
Integrated Producer: Amelia Loh
Operations Manager: Atikah Arm
PXP Studios Australia (A Publicis Groupe division)
Creative Technology Director ANZ: Kiki Lauder
Executive Producer: Nicole Marshall
Digital Producer: Daniel Payne
Developer: Keong Seet
Senior Digital Designer: Janifer Wong
Digital Designer: Jarryd Hood
Publicis Media
Business Director (Malaysia): Benjamin Chew
Senior Media Planning Manager (Malaysia): Uzair Masood
Senior Manager (Singapore): Lisa Chua
Associate Manager (Singapore): Mei Xihn Lee
Senior Planner (Singapore): Hannah Lim
MSL
Senior Consultant: Xinhui Tee
Consultant: Methilda Tay
Associate: Isha Meleth
PR Intern: Elizabeth Roy
CharleKing
Director: Ted Charles
Director of Photography: M. Ridwan
Photographer: Leon Isaac Lim
Colourist: Olha Korzhynska
Writer: Benjamin Kheng
Writer: Issac Chan
Executive Producer: Abigail Goh
Producer: Brianna Wai