Klook Singapore has named Mutant as its communications agency following a competitive pitch process, entrusting the agency with efforts to strengthen brand visibility and thought leadership in the travel sector.
The partnership will focus on reinforcing Klook’s standing as a leading source for travel experiences and destination insights across the Asia-Pacific region. Mutant will support the company through strategic communications, storytelling initiatives, and trend-driven content aimed at modern travellers.
According to the company, Mutant’s appointment was driven by its audience-focused communications approach and its expertise in connecting with younger consumer segments. The agency also demonstrated a strong understanding of the changing digital discovery landscape, where AI-powered search tools, social platforms, creator content, and online communities increasingly influence travel decisions.
As travellers adopt new ways to research and plan trips, Klook is placing greater emphasis on content that helps consumers navigate destinations, experiences, and emerging travel trends. The company intends to leverage local market insights and compelling narratives to engage experience-driven travellers, particularly Gen Z audiences.
Under the mandate, Mutant will work closely with Klook Singapore to elevate destination-focused storytelling, amplify travel intelligence, and spotlight evolving consumer behaviours shaping the tourism industry.
Commenting on the partnership, Lina Marican, Regional Managing Director at Mutant, said travel discovery is undergoing significant transformation as consumers move beyond traditional search channels and increasingly rely on AI tools, social media, creators, and peer communities for recommendations. She added that brands now need to build credibility and visibility across multiple touchpoints, and expressed confidence that Klook is well positioned to lead conversations around travel inspiration and discovery in Singapore.
