AirAsia Philippines puts spotlight on homegrown MSMEs with new in-flight campaign

AirAsia has launched a new in-flight campaign “Totally Local” as the brand looks to deepen its ties within the SME community in the Philippines, as well as to promote the country's cultural heritage and creativity of local entrepreneurs.

This comes as AirAsia Philippines’ CEO Ricky Isla expressed the need for a holistic approach to reviving the tourism and aviation industries at the recent Go Negosyo Tourism Summit. “At AirAsia, we remain dedicated to innovating our services to meet our guests’ evolving needs and supporting the growth of tourism-related businesses. With many destinations promoting eco-tourism and cultural tourism, we recognise the growing trend towards sustainable and responsible tourism in the region,” he said.

The campaign features several Filipino homegrown brands such as Tala by Kyla, Team Manila Lifestyle, Boho Manila, Wodd Ph, and Ibarra Manila, according to the release. These products will be available in flight for travellers to purchase, giving these brands a larger stage to advertise its products.

With a keen focus on supporting local MSMEs, these brands were meticulously handpicked because of their rationales. Each brand brings something unique to the travellers.

For instance, Tala by Kyla is a jewellery brand that create pieces that are meticulously conceptualised while remaining socially relevant. The brand's adaptable culture keeps them relevant in their market, which seeks empowerment and self-expression through simple yet curated accessories. Another brand on the list, Boho Manila was founded by mothers, their primary advocacy is to strengthen "ilaw ng tahanan" by providing job opportunities for mothers. This brand creates beautiful tropical pieces that are ideal for the vibrant modern and bohemian woman.

TeamManila Lifestyle promotes Filipino culture through graphic design by creating merchandise collections suitable for both everyday streetwear and travel. On the other hand, Ibarra Manila produces timepieces that are timeless and enduring while retaining a touch of elegance. Ibarra watches have been worn by notable history-makers ranging from national athletes to a Philippine president.

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The news comes shortly after the company had announced its results of the first quarter of 2023. AirAsia Philippines is on the mend after posting a 92% load factor in Q1 2023, one of the highest in all AirAsia airline operations centres.

From January to March 2023, AirAsia Philippines' flight frequency, seat capacity, and number of passengers carried increased by nearly 84% compared to pre-pandemic levels. The most significant contributors to this milestone were the complete recovery of the Philippine domestic market and increased demand for international destinations. That is why the brand turned to sustainable travel initiatives at this time to enhance travellers’ experiences.

MARKETING-INTERACTIVE has reached out to AirAsia Philippines for more information.

AirAsia also rolled out initiatives to target different groups. Recently during the two-day Mother's Day event over the weekend, AirAsia Philippines surprised and delighted 500 flying moms with flowers and skin care kits. Guest moms were greeted by the Allstar cabin crew and given special Mother's Day gifts to make their journey more memorable. 

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