AirAsia and Tune Money have jointly set up a company named Think Big Digital to launch a customer loyalty programme and prepaid card services under the brand 'Big'.
According to local media reports, the new venture will be equally owned by the two parties. The new entity will operate the loyalty programme, while AirAsia will issue loyalty points, to be sold to the joint venture company at RM0.01 per point.
The loyalty points will be then be managed and distributed to AirAsia customers and third-party merchants.
Through the partnership, Tune Money will also issue a 'Big' branded two-in-one Visa prepaid loyalty card, set to rollout in Malaysia first.
According to AirAsia, the partnership is the airline's attempt to encourage consumer brand loyalty and the continued patronage of the company's customers.
When contacted for more details, AirAsia and Tune Money had no comments at press time.