AirAsia hits the beach for branding push

AIRASIA   EVENTS   MINDSHARE

Hong Kong - Low cost airline AirAsia mixed floating billboards with bikinis and iPads as it stormed Hong Kong beaches this weekend for the start of a three week branding campaign.

The campaign, a collaboration with the airline's new media agency Mindshare and guerrilla marketing agency TCOB Hong Kong, kicked off on Saturday (7 August) with events and promotions at Shek O beach and continued on Sunday at Repulse Bay.

The next two weekends will see AirAsia at major beach areas such as Stanley, South Bay and Clear Water Bay, depending, of course, on the weather.

Early feedback shows its Facebook component has seen a spike with viewers encouraged to tag themselves in exchange for prizes.

The move is part of a major push into Hong Kong to promote key routes to Sabah, Penang, Kuala Lumpur, Phuket and Bangkok.

The campaign is also in conjunction a promotion to celebrate its 100 million customer.

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