Thursday, October 15, 2009

AirAsia launches first regional brand campaign in Southeast Asia

13 October 2009

SINGAPORE - AirAsia has rolled out its first brand campaign covering all its key markets in Southeast Asia.

Dubbed 'Have you flown AirAsia?', the campaign will launch across Singapore, Malaysia, Thailand and Indonesia tomorrow and is touted as the airline’s largest and most extensive regional brand campaign to date.

The campaign aims to shift consumers’ mindset of the airline beyond that of a low-cost carrier and showcases the company’s "innovation, high quality service and unique experience", according to a release.

AirAsia’s media agency partner, PHD Singapore, worked with regional channel partners Star network, Discovery Channel and CNN, to roll out a TVC which was directed and produced by the late Yasmin Ahmad of Leo Burnett.

Besides the TVC, the campaign will feature other tactical executions including a series of vignettes featuring popular Star VJs around landmark music festivals and lifestyle events in the region, a series of graphic-based factoids on Discovery and an interview-styled advertorial featuring AirAsia group CEO Tony Fernandes on CNN.

The campaign, which runs until December, will also include print and online executions, including a dedicated microsite.

“Today’s consumers are easier to reach but much harder to engage. Therefore focusing on key channels, publications and social media networks that our target audience identifies with is key,” said William Low, AirAsia’s regional head of branding and culture.

“The integrated format in which we have launched this campaign is a great example of how television, print and social media can work together to engage well-travelled consumers today”, added Pat Lim, MD of PHD Singapore.

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