AirAsia HK partners with 903 Music to launch radio programme blending music and travel

AirAsia Hong Kong has 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 Tse Sai Ka (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. 

Terence So, head of marketing, Hong Kong and Macau, AirAsia, told MARKETING-INTERACTIVE that the programme aims to enhance brand and route awareness while promoting AirAsia as the world's best low-cost airline in the market.  Gen Z and Millennials, with their love for music and Cantopop, are the prime targets for marketing insights based on the concept that music is an essential part of travel, according to So. Meanwhile, CR2 903 is recognised as a leading channel for Cantopop and music, featuring its signature music show “叱咤樂壇”. 

As part of the partnership, the show’s hosts interview local singers such as Jeffrey Ngai, Vincy Chan and MC Cheung, while also discussing AirAsia's latest offers, travel tips, and inspirational travel content. The hosts also invite guests and key opinion leaders (KOLs) such as Let’s Drive (車你去玩) and Ah Bo (阿寶), to share their travel experiences.

Furthermore, 903 Music’s Facebook page, my903.com, provides weekly updates on the latest travel-related news and tips, along with periodic air-ticket giveaways. Listeners can also participate in the interactive game “音樂起勢play” on its Facebook page. By answering questions about different AirAsia destinations and engaging creatively, participants have the chance to win a round-trip AirAsia ticket.

"We are very pleased to collaborate with 903 Music to share the joy of music and travel. This platform not only allows local singers and musicians to share their own stories, but also allows listeners to have a deeper understanding of AirAsia's brand spirit of being the best low-cost airline, encouraging more people to enjoy flying anytime, anywhere. We look forward to exploring the possibilities of music and travelling with customers!” So said. 

Don’t miss: AirAsia gives away 15m promotional seats as part of new campaign

Recently, AirAsia gives 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 campaign wished 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 aimed to encourage audiences to plan ahead for their travels, after finishing new year celebrations, said AirAsia’s spokesperson in a conversation with MARKETING-INTERACTIVE.  

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