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AirAsia targets Chinese millennials with adventurous messaging

19 Jul 2019 10:48:25

thedrum.com

AirAsia has launched a campaign in China that aims to draw Chinese youth to fly to off-the-beaten-path destinations with the low-cost carrier.


The campaign, called “Whatever Makes You Fly, Fly With Us” and created by Tomorrow Shanghai, used Chinese influencers, or key opinion leaders (KOLs), like longboard surfer Monica Guo, paraglider Zhang Kehan, and free diver Jessica Du to front it.


In the campaign film, the KOLs travel across South East Asia with AirAsia and take part in activities from swimming with whale sharks in the Philippines to visiting ancient temples, riding jungle swings, surfing or paragliding in Bali.


Read full story: thedrum.com

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