benchmark report
airline marketing
find your asia AIRASIA AirAsia challenged Hong Kong residents to show off their destination knowledge with a combined Out-of-Home and social involving a fill-in-themedia campaign blanks quiz. Residents of Hong Kong have a reputation for being well travelled, so the airline gave customers a chance to prove it by featuring images of various iconic locations in Asia. The print displays posted quiz questions like Johor Bahru is home to the first _______ in Asia”, and an invitation to post the answer (Legoland) on Social Media. The objective of the campaign, created by agency J. Walter Thompson (JWT), is to raise awareness of the many exciting destinations accessible from Hong Kong, as well as inspiring travellers to see more of Asia while minding the budget.
AUG 2016 ISSUE
It’s also a good oppor tunity for the airline to call attention to its services and destinations in what is a very competitive market. According to Euromonitor, there are 18 low-cost carriers currently serving Hong Kong, with forecasts of growth in the low-cost sector from HK$40 million in 2014 to HK$50 million by 2018. “We’re thrilled to be working with this exciting, iconic Asian brand in this highly competitive market,” said Dennis Lam, general manager of JWT Hong Kong. As we repor ted last year, AirAsia has previously launched another clever nearhome destination campaign promoting weekday tours to Thailand. By framing pictures of iconic destinations on a , the airline illustrated that calendar travellers could avoid in the crowds during the week.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
