Air Asia challenges Australians’ perceptions of its low-cost service in OOH campaign

Air Asia has launched an out-of-home campaign to challenge Australian travellers’ preconceived ideas about the quality of service available from the airline at its affordable price point.

The brand campaign celebrates Air Asia’s claim that it now carries 600m guests.

Air Asia’s OOH campaign celebrates that the business now carries 600m passengers

The campaign, created by creative agency Marcel and media agency Initiative, will appear at Air Asia’s five Australian ports; Perth, Sydney, Melbourne, Gold Coast and Brisbane, in airport displays, large-format roadside, street furniture and trams. It will also be executed across digital and social media.

The ads will feature Air Asia’s flatbed product and its kid-free ‘quiet zone’ aboard its planes.

Rudy Khaw, head of brand at Air Asia Group said: “Low cost to us isn’t cheap, it’s good value. Most Australians have heard of Air Asia but they may not know what experience to expect and think flying low cost is a compromise… We’re always trying to stay ahead of the competition and ensure our guests are always satisfied – 600m 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.”

Ryan Bernal, managing director of Marcel, said: “We love working with challenger brands and this simple idea gets you to rethink what you thought you knew about a Air Asia. 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.”

Earlier this year, Air Asia issued an apology for a series of OOH ads that told people to “Get off in Thailand”, after it was accused of promoting sex tourism.


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