About FLYCO: From Luggage Brand To Influencer Travel Marketing Agency
The short answer
FLYCO is an influencer travel marketing agency in Singapore and Malaysia, run by the team that built and sold X10 Media. It started as a luggage brand, and that brand is still where we test what sells. Today we run creator campaigns end to end, from the brief and the creators to the destination, the shoot and the paid media, so brands get more from their ad spend than another studio shoot or another round of standard influencer posts.
FLYCO began as a luggage brand. It is now growing into something bigger: an influencer travel marketing agency that takes creators somewhere worth filming and brings back content that sells. This is what we do, who runs it, and where it is going.
What does FLYCO do?
We plan and run influencer campaigns for brands in Singapore and Malaysia, with travel built in wherever it makes the content better. One team handles the whole job: the objective, the creators, the brief and script, the destination, the shoot, the edit, and the paid media that carries the content afterwards.
- Local campaigns and activations
- Always-on creator content across Singapore and Malaysia. SG and MY KOLs matched for audience fit and on-camera skill, briefs and hooks written to sell, and content made to run as Meta ads.
- Experiential travel campaigns
- We fly creators, and sometimes your customers, beyond Singapore for a three to four day shoot, and come back with a library of content your team can keep running for months.
Travel campaigns come in three formats. A spend and win, where a purchase earns a chance at the trip and the sales uplift pays for it. An influencer trip, built purely for content. And a brand ambassador programme that starts with a trip.
Who runs FLYCO?
The team that built X10 Media. Sky Lim started X10 in 2016 with 15 influencers and grew it into a regional influencer marketing agency with more than 3,000 creators across Singapore, Malaysia and Indonesia, serving more than 1,000 brands. TSL Media Group, the parent of TheSmartLocal, acquired X10 Media in March 2024.
So FLYCO is not a new team learning influencer marketing. It is an experienced influencer team with a product of its own to sell, and that combination is the reason FLYCO is becoming an agency.
Why did FLYCO start as a luggage brand?
Sky has always travelled a lot, and his luggage kept letting him down. Cases that were heavy before anything went in them. Not enough room to carry what he needed. Zippers that stuck. Wheels that could not cope with his favourite destinations, Japan and Korea, where there are far fewer lifts and escalators than in Singapore and the streets are nowhere near as smooth.
When he went looking for something better, the market split two ways. Premium brands that charge a lot and offer little beyond the name on the case, and generic white-label luggage mass-produced in factories and sold under whatever label goes on it. There was no strong local Singaporean luggage brand in between. FLYCO set out to be that brand: lightweight, durable luggage designed around the problems he kept running into on the road.
Why is a luggage brand becoming an influencer agency?
Because building the brand meant selling it, and running our own brand taught us things most agencies only see in a client report. We run our own store, spend our own money on Meta, and brief, shoot and travel with our own creators. Every week we test hooks, formats and creators against real purchases, and only the winners get more budget.
Some of the lessons were blunt. Ads where creators talked to camera sold. Voice-over-only ads sold none. Taking the luggage brand to market on our own e-commerce store produced $892,291 in gross sales from $300,441 in ad spend, a 3x return.
We are marketers who run the trip, not a travel company that added marketing.
Luggage is still part of FLYCO, and it is still where we try new ideas first. But the business we are building is the agency, and every brand we work with gets the same playbook we use on our own money.
What does travel add to an influencer campaign?
A standard influencer post is usually shot at home, between other jobs, against backdrops your audience has already seen. A studio shoot looks polished and reads like an ad. Both cost money every time you need something new, and audiences tune out of both quickly.
Travel changes what the same budget buys:
- Content that does not look like everything else in the feed. A new place gives creators something real to react to, so the product shows up inside a story rather than on a set.
- Volume from one production window. Three to four days on location, several scenic backdrops, professional video with multiple cutdowns, and a large library of assets from a single trip.
- Creators who have actually lived with the product. Days of using it read very differently on camera from one paid post.
- Content built for paid media, so it can keep carrying your ads for months instead of weeks.
| Studio shoot | Standard influencer posts | Influencer travel campaign | |
|---|---|---|---|
| Who makes the content | A production crew | Each creator, on their own | Creators plus our production crew |
| Where it is shot | A set | At home, between other jobs | On location, across several backdrops |
| How it reads | Like an ad | Like a paid post | Like a real experience |
| What you keep | A fixed set of assets | Posts on creator accounts | Creator posts plus a library of ad-ready video |
The results so far back this up. MariBank told us our Bangkok campaign videos outperformed all their other MariBank videos on both organic and paid reach. Holistic Way's spend and win drove an 11x sales return on the event floor, with more than 170 purchases. Across our 2026 client campaigns we have activated more than 100 creators and delivered 1.8M views and impressions.
How is an influencer travel campaign different from a normal influencer campaign?
A normal influencer campaign pays creators for posts they make at home. A travel campaign takes the creators to a destination for a planned three to four day shoot with a professional crew, so the brand gets a large library of fresh, ad-ready content from one trip, alongside the creators' own posts.
Where is FLYCO going?
Our goal is to become the end-to-end influencer travel marketing agency for brands in the region: one partner that picks the creators, the destination and the story, runs the trip, produces the content and puts it to work in paid media.
Our influencer marketing is strongest in Singapore, Malaysia and Indonesia, where the team has worked with creators since 2016. Next, we are taking campaigns to the big financial centres and the places that are friendliest to brand shoots, such as New York, Shanghai and cities across Europe. Those campaigns are in the works now.
We want to help brands make content that travels in both senses. Regional content that lands across Singapore, Malaysia and Southeast Asia, and global content shot in places with real pull. The test for every campaign is simple: does the brand get more out of its ad spend than it would from another studio shoot or another round of standard influencer posts? If not, we have not done our job.
What is an influencer travel marketing agency?
An agency that combines influencer marketing with travel. It selects creators, takes them to a destination for a planned shoot, and turns what they make into content for organic and paid channels. FLYCO runs the whole process end to end, from the brief to the media.
Does FLYCO only run travel campaigns?
No. We also run local creator campaigns and activations across Singapore and Malaysia, without the travel component. Many brands start local and add a trip once they see what the content does in paid media.
How do you start working with FLYCO?
With a 45 minute call. Bring the objective and the budget range, and we will come back with the mechanic, the destination, the creators and what the content set would be. We reply within one business day.
How much does an influencer travel campaign cost?
Influencer travel campaigns start from SGD 20,000 for a standard campaign and go up to about SGD 50,000 for a fully customised, curated one. That covers the creators, flights from Singapore, accommodation, ground logistics, the production crew and the content set. Local campaigns without the travel component start lower.
