AirAsia targets Millennials and Gen Zs with free seats campaign

Following the launch of the "Small win, big happiness”(喜細飛) campaign last year, low-cost airline AirAsia has unveiled a free seats campaign that offers discounted seats to over 130 destinations worldwide.

In a conversation with MARKETING-INTERACTIVE, Terence So, head of marketing, Hong Kong and Macao, AirAsia, said the campaign aims to drive sales of business and forward booking, while also allowing the audience to experience the brand's promise of "small win, big happiness" through flying. The campaign targets Millennials and Gen Zs.

“We are pleased to offer more value-added deals with our signature free seats campaign to allow our customers to explore the ASEAN and the world frequently enjoy small win and big happiness and joyfully with the affordable fares,” So said. Available from today until 25 February 2024, the campaign allows customers to enjoy free tickets to Bangkok and discounted tickets to places in Southeast Asia such as Kuala Lumpur, Manila, Penang, Phuket, Kota Kinabalu and Chiang Mai.

Furthermore, AirAsia is providing discounted flights to various destinations across Asia and beyond such as Almaty, Singapore, Krabi, Cebu, Jakarta, and Boracay. Seats booked during this campaign can be used for travel between 1 September 2024 and 18 June 2025.

In terms of the medium of promotion, So said the giveaway is being launched through various digital channels, including digital advertising (programmatic, social, Greater Bay Area advertising), CRM channels, social media, third-party platforms and PR efforts.

When it comes to marketing strategies, So said a pre-launch video is created and teased just one day before the launch to arouse awareness of the campaign. Moreover, the campaign has incorporated attractive offers to draw consumers’ attention such as free or discounted tickets, as well as discounts on extra carry-on baggage and fast passes. The campaign is regionally promoted with integrated themes in different kinds of markets.

So added that while air tickets always air tickets offer the best deals when purchased early, this campaign aims to educate the audience for forward booking and travel plans in the second half of the year.

Bo Lingam, group chief executive officer, AirAsia Aviation Group, said: “Everything about AirAsia from our vast network to unique routes to inexpensive fares is curated with our core value at heart ‒ being a ‘people’s airline’, and thus, we’re always pleased to offer more value-added deals with our signature free seats campaign. This is also our humble way of expressing gratitude for our guests who’ve supported us over the years as we celebrate having flown close to an incredible one billion guests and counting.”

Don't miss: AirAsia wows HongKongers with ticket giveaway as part of new campaign

Back in November last year, AirAsia launched a ticket giveaway event and a video campaign that aligned with its creative theme in Hong Kong and Macao, "Small Win, Big Happiness”.

Done in collaboration with local creative agency To Be Honest, the event targeted individuals aged between 25 and 55, including leisure travellers and those who were looking for value for money travel, as well as tourists from the Greater Bay Area.

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