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AirAsia rolls out cheeky new brand campaign to reconnect with Singaporeans ‘AirAsia Holiday Quickies’

Author: Theodore Koumelis / Date: Wed, 01/09/2019 - 06:45

With short-haul flights from Changi Airport Terminal 4 to 17 destinations, ranging from 55 mins to no more than four hours away, the campaign highlights how ‘quickies’ can be staged according to travellers’ passion points, including ‘Food Quickies’, ‘Shopping Quickies’ and ‘Beach Quickies’. The campaign launched in Singapore on 7 January 2019 and will run for 3 months.

AirAsia’s new brand campaign launched this week in Singapore to inspire Singaporeans to pursue their work-life balance aspirations by indulging in more frequent, re-invigorating short holiday getaways. Dubbed ‘AirAsia Holiday Quickies’ it’s created by their local creative agency, The Teeth.

The Teeth in partnership with W Communications is set to turn up the heat for 2019 by promoting short but fulfilling, pulse-raising, endorphin-boosting quick getaways, turning Singaporeans work-life balance aspirations into a reality. 

According to Nuno Lemos, Creative Partner at The Teeth, the leading thought for the campaign evolved from the brand’s DNA: “AirAsia pioneered affordable air travel in Asia and since then innovation has been constant, established on an ambition to add value to its products and services. Yet despite the successful ‘low-cost’ appellation, value does not only lie in price. To communicate the product in a way that would resonate with consumers beyond value for money, we looked more deeply into how AirAsia’s offering can truly add value to people’s lives. That’s when we realised Singaporeans’ frustrations when it comes to work-life balance, and a lack of awareness for the options available to relieve this. 

“After that the thought process unfolded naturally to deliver AirAsia’s story in a universal way with a unique creative twist leading to a Big Idea that’s simple, self-explanatory, entertaining, true to AirAsia’s DNA and appealing to consumers. Who wouldn’t want a quickie?!” adds Lemos. 

Hilary Davies, Managing Director at W Communications Singapore, commented: “Because of the strong consumer tension that runs at the core of Holiday Quickies – demand for greater work-life balance set against a deep-rooted reluctance to get away for short breaks – we’ve developed an intensive influencer and media programme grounded in insight-based storytelling, re-framing consumer mindsets around indulging in quick getaways from Singapore.”

Rudy Khaw, Group Head Of Branding at AirAsia, notes: “We wanted to disrupt the current deal saturated low-cost category so went back to the drawing board starting with our core DNA: INNOVATIVE, BOLD, FUN; steering away from the expected category cues. AirAsia Holiday Quickies doesn’t talk about planes, air stewardesses or destinations to keep the focus on the service itself as an enabler for consumers. 

Our goal is to inspire and help people identify more frequent opportunities to break away from the hustle and bustle of everyday life in Singapore, create new experiences and get them closer to the lifestyles they aspire to have. There’s always time for a Holiday Quickie!”

“Everybody needs a break sometimes, and we wanted to show it was possible to get away, even if it’s for just a weekend. As the largest foreign airline group in Singapore with direct services to a variety of destinations, we believe we have something for everyone. And we hope this campaign will inspire people to take the time to carve out new, memorable experiences for themselves.” Khaw added.

The Teeth is managing creative and content, while W Communications is handling the influencer and communications strategy. 

To kick off the campaign, AirAsia is putting 1.9 million promo seats up for grabs with satisfying deals.

AirAsia operates 317 weekly flights from Changi Terminal 4 to Kuala Lumpur, Penang, Langkawi, Kuching, Kota Kinabalu, Miri, Ipoh in Malaysia; Bangkok Don Mueang, Phuket, Krabi, Chiang Rai in Thailand; Jakarta, Denpasar, Yogyakarta, Bandung, Semarang in Indonesia and Cebu in the Philippines. 


Theodore Koumelis

Co-Founder & Managing Director

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.