In conjunction with its 9th anniversary in Australia, award-winning low-cost airline AirAsia has taken the wraps off its latest campaign to help educate consumers about how they can 'Fly Smarter' with AirAsia.
The airline has unveiled a series of short videos where a brand personality shares insider knowledge on the not often talked about lengths that AirAsia goes to keep costs low for long haul travel to Asia. The savings are passed directly back to customers in the form of low fares, but never at the expense of legroom, comfort, convenience or safety standards.
AirAsia Head of Marketing for Australia Linda Na said, "Our new campaign will appeal to Aussies who choose to Fly Smarter, to save money on their flight and spend the savings at their destination.
"There is a common misconception that low cost airlines cut corners to offer low fares. We are able to offer low fares because of our meticulous low cost management measures and by carrying only what passengers need and choose.
"We're a business that is focused on offering a great travel experience for the real travelling public who, like us, are focused on flying for less rather than first class luxuries, which are experienced by few. All savings are passed back to passengers in the form of low fares. Every decision is made with the budget cost traveller in mind.
"It's all about flying smarter to offer low fares."
Considerations underpinning the campaign show:
- How AirAsia operates a modern fleet of aircraft and is able to keep planes as light as possible, which saves on fuel costs.
- An AirAsia Airbus A330 economy seats has the same legroom as expensive airline A330 economy seats.
- Having no first class and less business class space and more room for economy mean more passengers travelling on the aircraft, which splits fuel amongst more passengers.
- AirAsia's tablet inflight entertainment cuts out heavy seatback hardware and wiring, which adds to fuel costs even when the seat is flying empty. Instead passengers can choose to BYO device loaded with the content they want to watch, or hire AirAsia's light entertainment and enjoy the fuel cost savings.
- Pay as you go means crews aren't handing out unnecessary extras, which means less waste for AirAsia and passengers.
The series of videos, which are stored in an online content hub and backed by a digital marketing campaign, show a number of examples which illustrate this low cost efficiency.
E.g. AirAsia's personality bobs up in the economy seating area.
MAN: AirAsia don't have a first class cabin.
Which means more room for economy, so fuel costs are split amongst more people.
MAN: Do you 'really' want to pay for someone else's champagne?
From Australia, AirAsia X flies daily to Kuala Lumpur, Malaysia, from Perth (14 flights per week) Sydney (17 flights per week), Melbourne (18 flights per week), Gold Coast (11 flights per week) and Auckland (7 flights per week).
AirAsia Indonesia flies up to four times daily to Denpasar, Bali from Perth and four times weekly from Darwin.