AirAsia Media launches 360° campaign to support Malaysia’s 2025 ASEAN chairmanship

AirAsia Media, the travel media division of Capital A, has rolled out a 360° integrated media campaign to support Malaysia’s ASEAN chairmanship in 2025. The initiative is part of the ASEAN-Malaysia National Secretariat at the Ministry of Foreign Affairs’ efforts to amplify the nation’s leadership and regional role.

As part of the campaign, AirAsia Media has prominently displayed the official ASEAN chairmanship logo across its travel ecosystem. This includes aircraft liveries, the AirAsia MOVE duty-free catalogue, digital banners on the MOVE app and website, AirAsia Ride car wraps, and the newly introduced in-car tablet ads. Key opinion leader (KOL) engagements also form part of the campaign, collectively creating millions of high-impact impressions.

Don't miss: AirAsia takes flight with Dolla for ASEAN Day travel series

The campaign comes ahead of the 47th ASEAN Summit in October, which will bring delegates, leaders, and visitors from across the region and beyond to Kuala Lumpur. With the nation’s core theme of Inclusivity and Sustainability, AirAsia Media’s campaign reflects a “whole-of-nation” approach, reinforcing the message that no one is left behind in the pursuit of regional prosperity while spotlighting Malaysia’s deep commitment to ASEAN solidarity.

Mahek Shah, head of AirAsia Media, said the goal was to design an immersive campaign that connects with travellers at every touchpoint. “From the sky with our iconic aircraft liveries to the ground with AirAsia Ride, we are creating millions of high-impact impressions. This partnership showcases AirAsia Media's unique ability to deliver comprehensive, multi-platform integrated online-to-offline campaigns that build meaningful connections and drive awareness across Southeast Asia and beyond.”

AirAsia Media is the exclusive travel media division of Capital A, offering brands access to a broad ecosystem of advertising solutions. These span aircraft liveries, in-flight branding, sampling and activations, digital platforms such as the AirAsia MOVE app and website, mobility solutions with AirAsia Ride, as well as sponsored travel content.

Earlier in August, AirAsia marked the 58th ASEAN Day by spotlighting the region’s culture, diversity and unity through a new travel video series, "Unlock ASEAN in real life", starring Malaysia’s pop sensation Dolla. In conversation with A+M, the airline said Dolla was chosen because their energy, youth appeal and creativity reflect the spirit of exploration the campaign aims to embody.

The brand also expanded its footprint in the digital realm with the official debut of AirAsia World on Roblox, creating a new playground for fans to explore the rich cultures of ASEAN through gaming. The initiative marks another step in the airline’s ambition to merge travel, technology, and entertainment in ways that go beyond traditional aviation experiences. AirAsia World is built around two central pillars, which are ASEAN exploration and rewarding experiences, delivering both immersive gameplay and cultural discovery.

Elsewhere, Grab Malaysia also launched their own campaign in support of Malaysia’s ASEAN chairmanship this 2025. Its "Kerana ASEAN" ('Because of ASEAN') campaign aims to reinforce the brand's commitment to regional collaboration and sustainability. Announced as a strategic partner of the ministry of foreign affairs, the campaign is part of Grab’s broader #GrabBersamaAsean ('#GrabWithASEAN') initiative aimed at educating the public on the significance of ASEAN cooperation and Malaysia’s leadership role in the region.

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