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AirAsia: Travelista
In a post-pandemic landscape saturated with price wars, AirAsia faced a challenge: to transcend its perception as just a budget airline. While boasting an impressive network of over 60 direct routes across Asia and a reputation for punctuality, AirAsia needed to reignite its position as the top-of-mind choice for Thai travelers during the resurgence of tourism. Understanding the deeply ingrained cultural nuances and diverse travel styles of Thai travelers – from those who crave frequent short trips to those who embrace off-season tranquility, group adventures, or the electrifying energy of festivals – AirAsia launched the "Travelista" campaign (Kon-Ba-Thiao in Thai, meaning "Travelholic"). This campaign isn't just about fares; it's about fueling the why behind every journey. The campaign launched with a thematic film, shifting the focus from mere affordability to "worthwhile value." The core message, "Make a Travelholic's Million Reasons Worth It," reminds Thai travelers that AirAsia empowers them to maximize their travel experiences. With direct flights and on-time performance, travelers can dedicate more time to exploring, immersing themselves in the destination, and fulfilling their unique travel purpose. Affordable fares mean more budget for creating unforgettable memories. To amplify the impact, the campaign rolled out personalized sub-campaign ads, tailored to the specific travel purposes of different "Travelista" segments. These ads were strategically triggered during key moments in the year, aligning with contextual activities in each destination. Furthermore, AirAsia partnered with a new wave of Thai travel influencers, uniting them on the responsive site www.airasiatravelista.com to create a groundbreaking "trip planner." For the first time in Thailand, travelers can access expertly curated itineraries across 60 destinations, providing inspiration and practical guidance for crafting their perfect adventure.
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