AirAsia launches new ad campaign despite recent PR problems

Low-cost airline AirAsia has launched a ‘#DareToDream’ campaign in Singapore, in an attempt to capitalise on the carrier’s unlikely success story, despite recent public relations problems.

The airline claimed the work – created by agencies Carat Singapore and The Smalls – “encourages individuals to dream big, push limits and seize the day” by way of sharing personal success stories from within the company, including that of a female pilot.

Captain Windy is flying high

Captain Suwapich Wongwiriyawanich – or ‘Captain Windy’ – who is featured in the video, was the first female A330 pilot at AirAsia Thailand. She started out in the aviation industry as cabin crew before joining AirAsia’s student pilot programme in 2005. Captain Windy has been flying with AirAsia ever since.

“At AirAsia, one of our core values is to dare to dream and we want to inspire our employees and guests to do so too,” said the firm’s head of marketing Sharon Cheong.

“No dream is too big. We’ve come a long way, from being the first low cost carrier in the region to one that enabled more than half-a-billion guests to discover new destinations and even themselves through affordable travel, just because we dared to dream.”

The digital and outdoor campaign, including buses, started running in May and will continue until August. It will be backed by content marketing videos on YouTube, Facebook and local free-to-air TV Channels 5 and 8.

Although AirAsia has come a long way from its humble beginnings as a two-aircraft airline to an award-winning behemoth with more than 200 planes serving 130 destinations, the company has faced PR problems of late.

Charismatic AirAsia chief executive officer Tony Fernandes was forced to apologise for endorsing the former Malyasian leader Najib Razak in a confessional video, after the recent earthquake election in the country.

Dear Malaysians, this is the awaited reply from me. This video explains why I made one of the toughest decisions ever for me. I’d also like to thank everyone who has continued to support me which meant so so much to me. AirAsia will continue to do its best to make millions of dreams come true. Love, Tony

Posted by Tony Fernandes on Sunday, 13 May 2018

Another recent PR disaster saw the federal police in India raiding the airline’s New Delhi office over allegations of illegally obtained licences.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing