AirAsia x Tourism Malaysia - Pin Your Own Adventure

AirAsia x Tourism Malaysia - Pin Your Own Adventure

In an effort to promote its home country of Malaysia as a destination to the Australian public, AirAsia at the end of 2012 partnered with Tourism Malaysia to launch a Pinterest-based social media campaign.

The 'Pin Your Own Adventure' campaign calls on Australians to “create their own ideal Malaysian adventure” to win a free trip to Malaysia. To participate, contestants have to frst 'like' the MalaysiaAus account on Pinterest, create their own pin board entitled 'My Malaysian Adventure', and re-pin one of the images from each of MalaysiaAus's fve premade competition pin boards: Beaches, Cuisine, Adventure, Cities and Family Fun. Additionally, contestants have to add in another image from anywhere on Pinterest that best describes Malaysia to them and explain why. To submit their pin boards, contestants then use the hashtags #MalaysiaAus and #AirAsia, and comment under the 'Pin Your Own Adventure' directions pin. In true Pinterest-style, the winners of the contest will be able to create their own ideal holiday in Malaysia for four persons.

While Twitter and Facebook are more utilized social platforms, the visual-heaviness of this campaign made Pinterest an ideal platform for the brands. The contest received over 200 submissions, and brought Tourism Malaysia's Pinterest account to nearly 1000 followers. The campaign also featured a promotional video, which was released through Tourism Malaysia Australia's channel on YouTube and Vimeo.