AirAsia has partnered with Mediacorp, and sent YES 933’s DJs Jeff Goh, Lim Peifen and Chen Ning on a “Holiday Quickies” experience. The airline first launched its “Holiday Quickies” campaign early this year and aimed to encourage individuals achieve a healthy work-life balance.
Over the course of eight weeks, AirAsia flew Goh and his fellow colleagues to destinations such as Bali, Kuching, Yogyakarta, Bandung, Ipoh, Phuket, Cebu and more, with the aim of encouraging Singaporeans to leave the stress of work behind and take a “Holiday Quickie”. Listeners got to take in highlights of the trip on YES 933, with social media used to further drive engagement. This also included a Facebook Live Stream, that according to AirAsia, reached more than 318,000 consumers and boasted an average engagement rate of 22.64%.
AirAsia regional commercial head Amanda Woo said its partnership with Mediacorp has helped to further the airline’s mission to make air travel accessible to all. “Using the power of personalities and YES 933’s unique audience, we’ve been able to showcase how easy it is to leave Singapore’s hustle and bustle behind and take a ‘Holiday Quickie’ to one of our many destinations across Southeast Asia,” she added.
Meanwhile, Mediacorp’s chief commercial and digital officer, Parminder Singh said AirAsia is not afraid to push the boundaries in what it does and this is evident in its bold, refreshing concept of Holiday Quickies. “We thoroughly enjoyed working with AirAsia to bring this campaign to life and whet the appetites of travelhungry Singaporeans,” he added.
The Holiday Quickies campaign was a move by AirAsia to promote short but fulfilling, pulse-raising, endorphin-boosting quick getaways, turning Singaporeans work-life balance aspirations into a reality. The campaign also highlights how ‘quickies’ can be staged according to travellers’ passion points, including ‘Food Quickies’, ‘Shopping Quickies’ and ‘Beach Quickies’.