AirAsia X refreshes branding as it resumes ops after 2-year hiatus

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AirAsia X has unveiled a new logo alongside the resumption of operations after a two-year hiatus and a restructuring exercise earlier this year. The previous logo had a red "X" with the words "AirAsia" on it. The latest one shows the word "AirAsia" within a red circle with an "X" below. Capital A's chief brand officer, Rudy Khaw, told MARKETING-INTERACTIVE that the new branding strategy marks a new era for AirAsia X and aligns with the larger AirAsia Aviation Group of airlines within the ecosystem of Capital A.

He added that the refresh will also lead with the positioning of delivering maximum value, maximum experience and maximum destinations for the medium and long-haul flights. "This is not just about a new logo for cosmetic reasons, it is a transition to a whole new relaunched combination carrier airline with expanded offerings to take our brand from our foothold in ASEAN to the world, starting with Asia Pacific, Europe and the Middle East," Khaw explained.

AirAsia X will gradually be updating the assets with the refreshed logo where necessary. When asked how the marketing for AirAsia X will be done moving forward, Khaw said it will continue to look at ways to further integrate AirAsia X into the Capital A ecosystem of digital travel and lifestyle services which leverage each other, including airasia Super App, Teleport, BigPay and across the AirAsia Aviation Group of airlines.

AirAsia X focuses on long-haul, low-cost air travel and the new logo was announced by Capital A president (commercial) Colin Currie during yesterday's press conference. At the same time, the company also announced that AirAsia X will now fly from Kuala Lumpur to London, Dubai and Istanbul this year alongside the launch of four new routes to Japan and Hawaii. AirAsia X is now offering flights across seven popular routes from Kuala Lumpur to New Delhi, Sydney, Seoul (Incheon), Tokyo (Haneda), Sapporo (Chitose), Osaka (Kansai), and from Osaka (Kansai) to Honolulu.

All of the routes are on sale until 26 June, for travel between 1 July 2022 to 26 March 2023. Currie said the ethos of AirAsia - delivering low cost, high quality will continue to underpin the new look of AirAxia X, in a bid to provide maximum opportunity for travellers.

Kamarudin Meranun, executive chairman of Capital A and founder of AirAsia X, said that the resumption of four popular medium-haul routes and the announcement of three new long-haul services is "a significant milestone following the most challenging time in aviation history".

At the same time, AirAsia X CEO Benyamin Ismail said the team spent the downtime in flying reviewing every aspect of the operation to deliver even greater value and choice for medium and long-haul travel. "As our services grow, we will continue to bring our fleet of aircraft out of hibernation and, we can look forward to gradually bringing our valued pilots and cabin crew who were on furlough back," he added.

Separately, Capital A posted Q1 2022 revenue of RM812 million, up 153% year-on-year, and down 1% quarter-on-quarter comparison. The Group’s digital businesses consisting of airasia Super App and BigPay reported robust revenue growth of 46% YoY. Its logistics arm, Teleport reported considerable revenue growth of 58% YoY to RM147 million. The aviation, logistics and digital businesses have contributed 74%, 18% and 8%, respectively of the total revenue in 1Q2022.

Overall, the group’s EBITDA was RM309 million which improved by 12% and net loss before tax was RM1,076 million. According to Capital A, the strong improvement in revenue was offset by a number of factors which is mainly attributed to higher fuel and maintenance costs, as well as larger recognition of losses from associates.

Photo courtesy: 123RF