Malaysian Media Awards Winners Showcase

Challenge
In a challenging year of financial uncertainty, Malaysians still desire vacation time with their family and friends. AirAsia was positioned strategically to make this happen, with its low fares and extensive local connectivity, aimed at promoting local destination holidays to the large Malay community.

Solution
It is known that the Malay community generally is larger in household size. Overseas vacation for them can be expensive. So, by promoting local destinations, and giving them deeper insights on those destinations would spur them to consider a local vacation as a true value viable opportunity. This was made possible with a singular media title collaboration (Harian Metro) that allowed nearly 30% reach of the Malay population, the highest reaching BM daily.

Execution
Together with the editorial team of Harian Metro, they provided an unbiased review of the various local destinations, and AirAsia provided all the travel details including price and flight information. Positioning this whole package in a single page on the weekly travel section “Santai” of Harian Metro, this provided the most appropriate platform to communicate the appropriate message, and give readers the complete picture of a possible travel destination for their local vacation.

Results
An average increase of 17% load factor was achieved in flight bookings corresponding to the featured destination and travel periods. This proved to have the best value in terms of cost of entry and revenue growth. The overall ROI was also spectacular at 2.2.