AirAsia launched a “live” interactive travel series, dubbed Adventure Live, which broadcasts directly from six destinations in Southeast Asia via Facebook Live. The series is part of AirAsia’s “Live Life Unexpected” campaign, in support of its year-long “Visit Asean@50” initiative to encourage travellers to explore the unique ASEAN experience.
In collaboration with Tune Protect and executed by Malaysian film company, We are KIX, the series kicked off on 16 June 2017 in Hanoi, Vietnam before making its way to Cebu, Philippines (23 June); Yangon, Myanmar (30 June); Lombok, Indonesia (7 July); Phnom Penh, Cambodia (14 July); and Luang Prabang, Laos (21 July), in the following weeks live-streamed exclusively on AirAsia’s Facebook page.
AirAsia told A+M exclusively, that the perception of ASEAN countries by Malaysians is rather poor, with the countries being seen as “inferior” compared to destinations such as Japan or Europe. It added that Malaysians often only consider ASEAN countries for short trips and there is a lack awareness of “newer” destinations such as Hoi An, Yangon, Luang Prabang and Kalibo (Boracay). As such, the series also aims to inspire Malaysians, especially Millennials, to explore the less popular cities within the region, by “portraying ASEAN in a different light.”
Traversing the ASEAN cities are personalities Natalie Kniese and Denise Chan. Viewers will also be taken for a ride as they are given the ability to decide on the adventures the hosts take on live through a simple voting system in each episode.
“This is also the first time we’re embarking on such project and as far as we know no one has used Facebook live in this manner. This is a completely live travelogue where audience can interact with the host in real time, and be part of her adventure by voting for where she goes or what she does,” Spencer Lee, head of commercial for AirAsia said.
“This year marks an important occasion for ASEAN with the 50th anniversary. As a truly ASEAN airline and the only airline that flies directly to all 10 ASEAN countries, we are excited to celebrate it in a big way. With ‘Adventure Live’ on Facebook, we aim to continue to raise the bar and engage travellers in ASEAN and beyond through innovative ways in line with our digitalisation journey,” he added.
Adventure Live will be live-streamed every Friday at 5pm (GMT+8).