Times Square DOOH Emerges as Post-IPO Showcase for Asian Brands
How Grab uses Times Square DOOH to showcase Southeast Asian tourism & SMEs post-IPO. Analysis of Asian brands' landmark billboard strategies in 2025.
Southeast Asia's largest superapp has turned New York's Times Square into a recurring stage for regional tourism and small businesses. Grab ran a December 2 to 12, 2025 campaign on the Nasdaq Tower billboard showcasing seven Southeast Asian destinations, from Singapore's Jewel Changi Airport to Thailand's Ko Tapu, in partnership with national tourism boards.
Tourism Push Aligns with Regional Growth Forecast
The December campaign featured 15-second advertisements promoting attractions across Cambodia, Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam. The initiative aligns with the World Travel and Tourism Council's projection of 5.5% annual GDP growth for Southeast Asia's travel sector from 2024 to 2034.
"This campaign brings Southeast Asia's warmth to a global audience, making travel simpler and safer through our app," said Alex Hungate, president and chief operating officer at Grab.
Tourism Malaysia's director of international promotion, Mohd Amirul Rizal Abdul Rahim, highlighted the partnership's connection to sustainable tourism goals, noting the collaboration "enhances Malaysia's gastronomic reputation globally" ahead of Visit Malaysia 2026. The campaign promoted regional dishes like Malaysia's nasi lemak alongside natural landmarks such as Indonesia's Pink Beach.
Grab's app now features a Traveller Homepage covering 33 major Southeast Asian cities, allowing users to search for attractions and discover local cuisines. The feature bridges trip planning with Grab's core transportation and food delivery services.
Leighton Cosseboom
Post-IPO Billboard Strategy Spotlights MSME Ecosystem
Since its December 2021 Nasdaq listing through a $39.6 billion SPAC merger that raised $4.5 billion, Grab has maintained a consistent Times Square advertising presence. The company has used the Nasdaq Tower billboard to showcase its ecosystem of more than nine million drivers and merchants across eight Southeast Asian countries.
In November 2024, Grab featured 75 food and beverage merchants on the Times Square billboard, up from 53 partners promoted in November 2023. The merchants included Malaysia's Nasi Ayam Kee Chup, Vietnam's Pho Chao, Singapore's Maki-San, and Malaysia's Auntie Dayana's.
Small and medium enterprises contribute 67% of gross merchandise value on GrabFood and GrabMart, according to the company's 2023 data. The billboard campaigns provide international visibility for businesses that form the backbone of Grab's food delivery operations.
Leighton Cosseboom
Western Landmark DOOH as Regional Brand Amplifier
The repeated Times Square campaigns represent a post-IPO pattern among Asian tech companies using Western landmark outdoor advertising to elevate regional brand awareness. Grab's approach combines corporate brand building with ecosystem partner promotion, positioning the superapp as an enabler of Southeast Asian tourism and commerce.
The December 2025 tourism board partnerships extend this strategy beyond merchant spotlights to destination marketing. By co-developing content with seven national tourism authorities, Grab positions itself as infrastructure for regional travel while providing government partners access to Times Square's estimated daily foot traffic.
The campaigns also serve an investor relations function, maintaining visibility in Grab's primary listing market. Since going public, the company has used the Nasdaq Tower to honor its driver and merchant base, linking its financial performance to grassroots economic impact across Southeast Asia.
The tourism board collaboration incorporates Grab's electric vehicle fleet initiatives, connecting sustainable transportation goals with destination promotion as Southeast Asia's travel sector enters a projected decade of growth.
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