Saturday January 24, 2009
AirAsia
AirAsia Bhd will increase its A&P expenditure in absolute number this year, says group chief executive officer Datuk Seri Tony Fernandes.
“We generally spend 2% to 3% of sales on A&P,” he says.
He says the carrier would do branding in the same way in any crisis.
“We will keep our branding very focused. (The year) 2009 will be one of quality – to show the world we’re as good as a full-service airline,” says Fernandes.
“We’ll look at product innovation. We won’t stop spreading our message on new routes, high quality and low fares.”
There would be more emphasis on online and digital media as they reach a lot of young people.
“I think this year we will do a lot more CRM (customer relationship management) and online marketing,” he says.
Asked whether there would be more emphasis on business travellers who would still need to travel during the downturn, Fernandes says: “We have established a team focusing on the corporate market in the last six months and have started advertising in magazines in which we traditionally would not advertise – the business magazines.
“We would’ve done this anyway even if there had not been an economic downturn.”
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