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AirAsia encourages Singaporeans to indulge in a ‘Holiday Quickie’

For its new brand campaign, budget airline AirAsia has gone in for ‘Holiday Quickie’ as a theme. Created by ad agency The Teeth in partnership with PR-firm W Communications, the flagship film for the campaign is a cheeky play on the word ‘quickie’.

The campaign aims to inspire Singaporeans to give more serious thought to their work-life balance and make time for short re-invigorating holidays.

‘Holiday Quickie’ is scheduled to run for three months and besides the films, will play out via promotions on AirAsia’s site and app, out of home advertising and on digital and social media.

Speaking about the campaign, Air Asia’s group head of branding Rudy Khaw said: “We wanted to disrupt the current deal saturated, low-cost category and so went back to the drawing board, starting with our core DNA: innovative, bold and fun.

“Steering away from the expected category cues, AirAsia Holiday Quickies doesn’t talk about planes, air stewardesses or destinations, to keep the focus on the service itself as an enabler for consumers.

“Our goal is to help people identify more frequent opportunities to break away from the hustle and bustle of everyday life in Singapore, create new experiences and get them closer to the lifestyles they aspire to have. There’s always time for a Holiday Quickie.”

The Teeth’s creative partner Nuno Lemos said: “AirAsia pioneered affordable air travel in Asia and since then, innovation has been constant. Yet despite the successful ‘low cost’ appellation, value does not only lie in price. To communicate the product in a way that would resonate with consumers beyond value for money, we looked more deeply into how AirAsia’s offering can truly add value to people’s lives.”

W Communications Singapore managing director Hilary Davies added: “Because of the strong consumer tension that runs at the core of ‘Holiday Quickies’ — demand for greater work-life balance set against a deep-rooted reluctance to get away for short breaks — we’ve developed an intensive influencer and media programme grounded in insight-based storytelling, re-framing consumer mindsets around indulging in quick getaways from Singapore.”

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