Johor Bahru, Malaysia – 15 November 2024 – Tsutaya Bookstore Aeon Tebrau City proudly announces a dynamic new advertising partnership with Causeway Link to celebrate the grand opening of its first flagship store in Johor Bahru, located at AEON Tebrau. This innovative initiative will see Tsutaya Bookstore advertisements prominently displayed on Causeway Link buses, transforming them into moving billboards that will traverse key routes between Malaysia and Singapore, increasing brand awareness among diverse audiences.

This exciting partnership marks a significant milestone for both Handal Indah Sdn. Bhd. and Tsutaya Bookstore. By wrapping a fleet of five cross-border buses, the collaboration aims to leverage the extensive daily traffic between Johor Bahru and Singapore to create impactful brand exposure. The campaign will run for six months, utilizing Causeway Link’s well-established cross-border routes that cater to commuters, tourists, and daily travelers.

The Tsutaya Bookstore bus advertising campaign goes beyond traditional outdoor advertising. In addition to the visually striking bus wraps, the partnership includes Bus TV Ads on Causeway Link’s 100 cross-border buses. This integrated approach combines outdoor and digital advertising, allowing Tsutaya Bookstore to engage with a broader audience while they commute, enhancing brand recall.

The buses carrying Tsutaya Bookstore’s branding will operate on the following high-traffic routes:

• CW1 – Yutong Type A Bus (JB Sentral to Kranji MRT, Singapore): A popular route for daily commuters and tourists traveling to Singapore’s MRT network.
• CW2 – Yutong Type B Bus (JB Sentral to Queen Street, Singapore): Connecting Johor Bahru to the bustling Queen Street Bus Terminal, a gateway to central Singapore.
• CW3 – RTG Fiber Bus (Perling Mall to Jurong East Interchange, Singapore): Servicing the western side of Singapore, ideal for reaching shoppers and professionals.
• CW5 – Yutong Type B Bus (JB Custom to Newton Circus, Singapore): A strategic route passing through key commercial areas in Singapore.
• CW6 – RTG Fiber Bus (Nusa Bestari to Boon Lay, Singapore): Providing access to Singapore’s western districts, catering to residential and commercial commuters.

These routes are among the busiest in the region, ensuring that Tsutaya Bookstore’s branding will reach thousands of potential customers daily, capturing the attention of both locals and international travelers.

This collaboration is the first of its kind between Causeway Link and Tsutaya Bookstore, showcasing the versatility and effectiveness of bus advertising in reaching a diverse and mobile audience. The Tsutaya Bookstore flagship store at AEON Tebrau aims to become a cultural and lifestyle hub for book enthusiasts, offering a curated selection of books, lifestyle products, and unique experiences.

“We are excited to partner with Tsutaya Bookstore in this innovative advertising campaign,” said by MS Wawa for Handal Indah Sdn. Bhd. “This partnership exemplifies how bus advertising can effectively promote brands by reaching customers on-the-go, especially in high-traffic cross-border routes.”

For further details about advertising opportunities with Causeway Link or to explore other marketing collaborations, please contact: Najwatul Khairiah (Wawa) at najwatul.khairiah@handalindah.com.my.