AIRticulate

Engagement 101: AirAsia Continues to Innovate with “100th Dragon” Contest

By now, we should all be used to seeing innovative marketing campaigns from AirAsia. While the airline continues to adapt its route structure to the changing aviation landscape in the Far East, one thing that has remained consistent is its dedication to innovative, engaging approaches to brand communication. And that doesn’t just mean outbound. Instead, AirAsia has consistently proven to be among the world’s best at listening to its customer base (see them profiled in the “Getting Over Airrogance” whitepaper I wrote in conjunction with SimpliFlying).

In accordance with Chinese New Year (this being the Year of the Dragon), AirAsia’s “100th Dragon Contest” ticks all the boxes when it comes to engagement. In exchange for a pair of round-trip tickets and a few thousand BIG Points, the airline has creatively commissioned customers to write its marketing tagline for them.

Why do YOU want to fly high?

You tell me what you think is more expensive: a pair of return tickets which, unless AirAsia’s load factors are an astounding 99.999% or higher, would otherwise be empty seats; or hiring a Madison Avenue advertising agency to come up with the slogan? We all know that two heads are better than one, but in this case, they are cheaper than one as well!

So why do YOU want to fly high?

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