AirAsia gives away 15m promotional seats as part of new campaign

AirAsia is giving out 15 million promotional seats for consumers to plan their travels as part of its “Breaking Good news” campaign.  

Targeting Gen Z and millenials, the booking period of the campaign will run until 23 February 2025 and the travel period is from 1 July 2025 until 30 June 2026. The campaign wishes to drive sales, enhance the brand and route awareness, as well as enhance brand love. 

Done in partnership with local agencies To Be Honest and MORE Digital, the campaign aims to encourage audiences to plan ahead for their travels, after finishing new year celebrations, said AirAsia’s spokesperson in a conversation with MARKETING-INTERACTIVE.  

“Besides, we wish to drive up the sentiments due to the uncertain situation no matter economic, development, etc, and to share the good news with stunning offers to the audience.” 

To amplify the campaign reach, AirAsia has shown the giant seats to capture attentions, as well as leveraging AirAsia MOVE app download and acquisition. The highlighted offers include free tickets to Kota Kinabalu, Malaysia, Bangkok and Thailand; a wide array of flights to destinations such as Kuala Lumpur, Penang, Jakarta, Bali (Denpasar), and Manila.  

The campaign was also promoted via on-ground activity on 15 February in Mongkok, where influencers Chill Yung Yung, WSO, 皇渣音樂學院, 米@JFFT; it has also been amplified via digital advertising channels such as programmatic, social and Greater Bay Area advertising.  

Social media such as Facebook and third-party platforms including MeetHK, Flyday, GoTrip, U Travel, CRM channels and press releases have also been leveraged. 

Amanda Woo, chief commercial officer of AirAsia Aviation Group said: "We are thrilled to kick off the year on a strong note by offering 15 million guaranteed promotional seats, preparing our guests to plan their travels and vacations for the second half of the year up until 2026." 

Terence So, head of marketing (Hong Kong & Macao) said: “Amidst the festive cheer, seize the perfect moment to chart your year ahead at AirAsia's 'Breaking Good News' event on 15 February at the beginning of the year! In line with this concept and to maximise impact and awareness, we are bringing a giant hot seat to Hong Kong as the icon of our free seat campaign while promoting $0 fares!” 

Don't miss: AirAsia HK promotes Jakarta routes with Indomie giveaway

Most recently, AirAsia Hong Kong gave away one year’s supply of free Indomie instant noodles to promote its new routes to Jakarta, Indonesia. In a conversation with MARKETING-INTERACTIVE, Terence So, head of marketing, Hong Kong and Macau, AirAsia, said that Indomie is a brand that significantly represents Indonesia and resonates well with the Hong Kong audience, reflecting strong ties to Indonesian culture.

Meanwhile, Jakarta is not the top-of-mind travel destination among Hongkongers. As an airline operating within the Association of Southeast Asian Nations (ASEAN), AirAsia aims to promote local Indonesian culture in the Hong Kong market and achieve a certain level of awareness of the new route.

Available from 4 until 12 February, the social campaign named “全年起勢飛 AirAsia 請你一年任食營多!” was done in collaboration with creative agency MORE Digital. It targets Gen Z and Millennials, according to So.  

To arouse the relations between two different cultures, AirAsia shared a preheat announcement on its Facebook page before officially launching the giveaway. It invited those curious about the Indonesian hack for enjoying Indomie to travel to the brand's headquarters in Jakarta. They can take AirAsia to conduct a culinary investigation and fact-check with the locals.

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