Proximity lands AirAsia project

• AirAsia picks Proximity for Gold Coast project
• Local agency beat Wunderman/Agenda Asia for the account
  

Malaysia - AirAsia has selected Proximity Malaysia for its Gold Coast project following a competitive pitch against Wunderman/Agenda Asia.

The brief called for the agency to develop a campaign to promote AirAsia X's Gold Coast route to markets in Malaysia, Singapore, Indonesia and China. AirAsia does not have an interactive agency of record, but last year Agenda Asia won the Gold Coast account prior to its acquisition by WPP Group's Wunderman.

"They loved our ideas so much that they took only our ideas to the Gold Coast Tourism Board for approval," Group chief executive for BBDO/Proximity, Jennifer Chan said.

"The client said we did a great job in demonstrating our understanding of their business and ability to take their digital campaigns to the next level."

Recently the agency promoted Janet Teo to the role of business director to lead the agency after its previous GM Vic Sithasanan left for Proximity Singapore.