AIRASIA TRAVEL SERIES A SUCCESS
Carrier may continue the campaign as it offers Malaysians insight into other countries
TO celebrate Asean’s 50th anniversary, AirAsia introduced its “Live Life Unexpected” campaign in support of Visit Asean@50 initiative, which aimed to encourage travellers to enjoy the unique Asean experience. It has also always been AirAsia’s top priority to champion intra-regional connectivity within the region. Part of the campaign was a live interactive travel series called Adventure Live, a collaboration between AirAsia, Tune Protect and award-winning Malaysian film company We are KIX. It was broadcast directly from six destinations in South-East Asia on AirAsia’s Facebook page through Facebook live, over a span of six weeks in June and July. The journey began in Hanoi, Vietnam; before heading to Cebu, Philippines; this was followed by Yangon, Myanmar; Lombok, Indonesia; Phnom Penh, Cambodia; and Luang Prabang, Laos. Bringing viewers on the virtual journey were personalities Natalie Kniese and Denise Chan, who immersed themselves in the local culture and experiences which the cities had to offer. Aside from the creative content, the livestreamed videos also engaged viewers by giving them the opportunity to decide on the adventures which both Kniese and Chan should take. This was done through a simple voting system during each episode. Additionally, viewers were in for a treat as a total of one million AirAsia BIG points were given away to 20 winners throughout the series. AirAsia Bhd Commercial head Spencer Lee says that as a truly Asean airline and the only airline that flies directly to all 10 countries with over 80 destinations, the company is excited to celebrate it in a big way.
“Malaysians usually visit popular destinations such as Bangkok, Bali and Singapore. Our task is to inspire them, especially the millennials, to explore Asean.
“Through the travel series, we wanted them to see the unexpected side of Asean and encourage them to go off the beaten path. Have adventures and do the things they’ve never done before, and gain new and enriching life experiences,” he points out.
The live travelogue was a huge success, garnering over 660,000 views, more than 9,000 comments and over 70,000 reactions.
“We’re very pleased to see these results and believe that the numbers will keep growing.
“More importantly, we have seen an increase in flight searches on Asean destinations, a good indication that the campaign has successfully generated more interest.
“Our seat take-up has also increased,” he reveals, emphasising its commitment towards the growth of the Asean market in both tourism and trade.
No doubt, there were some challenges that arose during the making of the short 20-minute live shows.
Every element in the show – from music and sound effect to visual effects and activities – had to be carried out live, at the right time and place.
The team and production partner had worked tirelessly for six consecutive weeks, and they delivered a great travel series, Lee says.
With the overwhelming response and positive comments from viewers and Facebook fans, he is thinking of continuing this campaign as it will offer Malaysians insight into other countries.
“I think it’d be interesting to showcase India via this live campaign, as it has a rich history and culture, beautiful monuments and amazing landscapes.
“Plus, we offer direct flights to many Indian cities like Bhubaneswar and Trichy. I’ve been to India many times and am truly in love with the country.
“We’ll announce once we have the plan firmed up,” explains Lee, encouraging Malaysians to visit India.
Additionally, should viewers find themselves wanting to travel within the region, they can check out the AirAsia Asean Pass to enjoy fixed rates.
Introduced in 2015, the pass encourages people to explore the best of Asean with a choice of either a 30-day or 60-day validity.
It is suitable for those who wants to travel multi-city or multi-country, been craving for a long break or those who feel like having short weekend breaks.
To watch the Adventure Live campaign video, visit https://youtu.be/-3235xyJBzk
For details on the AirAsia Asean Pass, log on to airasia.com/aseanpass