AirAsia launches campaign to challenge Australian perceptions of low cost service quality

AirAsia partnered with creative agency Marcel and media agency Initiative to launch a campaign designed to challenge Australian travellers' preconceptions of the quality of the carrier's low cost service (Mumbrella/B&T Magazine, 10-Oct-2019). The campaign will target AirAsia's five Australian ports, Perth, Sydney, Melbourne, Gold Coast and Brisbane, through outdoor advertising including airport displays, large format roadside, street furniture and trams. The campaign will also be delivered through digital and social media advertising. Air Asia Group head of brand Rudy Khaw stated "low cost to us isn't cheap, it's good value" and it is "important that our Australian guests know what AirAsia has to offer in terms of product and experience".