AirAsia challenges perceptions of low-cost airlines in new campaign via Marcel, Sydney
AirAsia has released a new brand campaign via creative agency Marcel Sydney and media agency Initiative, to celebrate carrying 600 million guests and challenge people’s expectations about affordable travel.
Says Rudy Khaw, head of brand at AirAsia Group: “Low cost to us isn’t cheap, it’s good value. Most Australians have heard of AirAsia but they may not know what experience to expect and think flying low cost is a compromise.
“AirAsia takes great pride in having the best service in the skies, as well as amazing inflight food and surprise touches such as our Premium Flatbed offering and Quiet Zone.
“AirAsia is about offering choice, meaning that in addition to great value fares, our guests can tailor their experience to suit.
“We’re always trying to stay ahead of the competition and ensure our guests are always satisfied – 600 million guests can’t be wrong.
“It’s important that our Australian guests know what AirAsia has to offer in terms of product and experience and the fact we have more than 150 amazing destinations on offer, which are the drivers behind this new campaign.”
AirAsia’s new campaign will run across AirAsia’s five Australian ports – Perth, Sydney, Melbourne, Gold Coast and Brisbane – from now until the end of November.
It will feature in outdoor advertising including airport displays, large format roadside, street furniture and trams, across digital and social media, as well as a number of testimonial videos with some of AirAsia’s biggest advocates.
Says Ryan Bernal, managing director, Marcel: “We love working with challenger brands and this simple idea gets you to rethink what you thought you knew about a AirAsia. With its award winning service and track record of winning the global Skytrax awards 11 times in a row, it’s time people gave them a try.”
5 Comments
What a joke! Air An*s they should be called. Delayed, cancelled, rescheduled flights causing havoc ……. try and get a Customer Services rep on the line, you got more chance of waking on water. Terrible low care airline.
AirAsia is great to travel on I use them alot when I go to Asia, but you have a little bit to do to beat Singapore Airlines.
You’d want to revisit your media mix. Can’t see this being effective with only small format ooh and video. check your awareness figures and you’ll see
of course they cant do OOH with stock files that small…….. for gods sake people , start hiring some photographers again.
Having flown Air Asia twice I can say one thing for sure.
The seats are SO NARROW and crowded together.
For the record they are 41.9cm wide
Compared to other economy class (domestic) Qantas 44.5, Virgin 45.2, Jetstar 45.7 and Tiger 43-46cm
You get what you pay for.