AirAsia banks on local DJs to connect music with travel in new campaign

AirAsia has unveiled an innovative travel campaign designed to inspire and engage younger travellers in Hong Kong and Macao. Featuring local DJs Jessica Ho(謝茜嘉), Dickson Yu(余德丞), and Ah Jeng(阿正), this initiative invites travellers to discover vibrant destinations through music and adventure.

Also known as “Bestie wild ride” (老Best大癲遊), the campaign aims to promote AirAsia's commitment to being the world’s best low-cost carrier while highlighting diverse travel experiences available to the customers.

The series will feature six videos that highlight AirAsia's strong network to Malaysia, Thailand, the Philippines, and Indonesia. Destinations will include Kota Kinabalu (Sabah), Kuala Lumpur, Jakarta, Manila, Boracay, Bangkok, and Krabi. Each video will pair with a unique musical genre, adding a creative twist to the travel experience. 

Within the videos, each DJ will embark on a unique journey, tasked with finding the best, and uncovering hidden gems—all while creating captivating video content that pairs their musical talents with the essence of travel.

Terence So, head of marketing from AirAsia (Hong Kong and Macao), told MARKETING-INTERACTIVE that Ho was chosen to deliver the traveling message, while Yu is perceived as an all-rounded artist with positive image and he is also the DJ of radio programme "When I was young I listen to the radio" (口水多過浪花). Meanwhile, Ah Jeng is a popular DJ and artist, and her vibe matches with AirAsia's fun and energetic brand image.

Targeting Gen Z and Millennials, the campaign has established a strong association with music and travel by partnering with Commercial Radio 2 - 903 DJs in another project at the beginning - 叱咤樂壇: 音樂起 勢飛. "DJ itself has a strong association with music and travel. We believe that music is an essential part of traveling. When you travel, music is always one of your companions," So said.

Done in partnership with creative agency To Be Honest, digital agency MORE Digital and media agency Essencemediacom, the campaign aims to create multiple destinations' content through partnership with DJs and spread the message via their communities. "We aim to deliver the best flying experience and inspire guests to create their own best adventure in ASEAN; as well as showing the hidden gems of the ASEAN destinations to the audience via this campaign," So added.

The campaign is amplified through radio, digital advertising, YouTube, social media platforms such as Threads, Instagram and Facebook, as well as DJs' platforms, PR, out-of-home ads and KOLs such as Siuhinng, Comeonjames1 and 純情小中村.

"At AirAsia, we believe that travel should be accessible to everyone, especially with your besties." said Terence So, head of marketing from AirAsia (Hong Kong and Macao). "There are so many trendy, nice, chill places to explore in SEA. By blending music and travel, we aim to inspire our customers to fly with us, the world's best low cost airline, explore new places and create their best memories. Jessica, Dickson, and Ah Jeng embody the spirit of exploration, and we can’t wait for our travellers to join them on this journey."

Don't miss: AirAsia HK partners with 903 Music to launch radio programme blending music and travel

Back in March, AirAsia Hong Kong partnered with Commercial Radio’s music programme, 903 Music, to create special on-air segments that celebrate the joy of music and travel.

Titled “叱咤樂壇”, the 26-week programme is hosted by 903 DJs Jessica Ho (謝茜嘉), Pitar Leung (梁文禮) and Woody. It airs every Friday from 1:30pm to 2pm, starting 14 February and running until 10 August. 

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