AirAsia paints Singapore red with latest campaign

This holiday season, AirAsia has taken up a fleet of SMRT buses to ply strategic routes across the island to launch their “Paint the town red” campaign.The carrier has bought 12 double deck buses for this campaign, six of which are SMRT’s eLumiNEX illuminated buses. The campaign would last until 15 January 2017.eLumiNEX is a large-format back lit film technology, which allows for illumination of large-format print surfaces for out-of-home advertising. AirAsia selected SMRT’s buses as they target commuters and motorists planning on taking a break during the coming holiday season, the buses serve as an effective to reach a critical mass.Sharon Cheong, head of marketing at AirAsia Singapore, said, “The eLumiNEX stands out from the crowd and makes a statement. We wanted a platform which would reach the masses and also be impactful and the eLumiNEX was perfect especially during the holiday season.”