Air Asia commences its operations through branding at the Mumbai Airport
The aviation industry saw a growth of 21% in 2018, the highest in the world, and while the industry continues to face ups and downs, the industry keeps adding to the number of passengers year on year, and airlines strive to increase their fleet size.
Air Asia started its domestic operations at the Mumbai Airport on January 2019, and since then, it has gradually expanded its fleet to 10 flights a day to six destinations. To have a grand announcement of sorts, it chose Mumbai airport for its obvious contextual relevance.
To build frequency and subsequently increase recall, AirAsia chose to take up slots in the digital network at both Terminal 1 and Terminal 2. Since it was supposed to be a grand launch, they also took up large format outdoor sites at Terminal 1 to create impact. Additionally, they also took up sites at Indore.
Air Asia took over MIAL in a phased manner. It first started subtle announcements near the check-in counters of competitor flights and then started a PAN airport campaign in April.
Ranjith Kumar M, Marketing Manager, AirAsia said “Digital media gave us a presence across airport at multiple touch points and helped us build frequency. Since this was our launch, we wanted frequency media to aid in top of the mind recall and digital media gave us a 10/10 on this”.
Rajkumar Parathanman, Marketing Head said. “We were present only on a single media initially, but it was quite effective. Hence when we expanded our routes, we did not bother with OOH ads in the city and stuck with airport campaigns only. Digital media gave us a presence across airport at multiple touch points and helped us build frequency. Since this was our launch, we wanted frequency media to aid in top of the mind recall and digital media gave us a 10/10 on this”