AirAsia challenges perceptions of low-cost airlines in new campaign via Marcel, Sydney

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.”