Air Asia encourages traveller wanderlust with ‘Live life unexpected’ campaign

Air Asia and Malaysian experimental marketing agency/consultancy firm Entropia have launched a new brand campaign encouraging travellers to be more spontaneous in their travelling.

Under the tagline ‘Live life unexpectedly’, the integrated campaign comes in support of the Visit ASEAN@50 tourism campaign was launched by the Association of Southeast Asian Nations or ASEAN.

Launched across the 10 ASEAN countries, the online video follows a young female tourist’s journey through south-east Asia with the aim of appealing to consumers’ “wanderlust and boundless spirit”.

Spencer Lee, AirAsia Berhad head of commercial said: “AirAsia as a brand has always stood for discovering the unexpected, the exciting. We are also the only airline to fly directly to all 10 ASEAN countries. We are excited to roll out this campaign and invite people to spread their wings and explore new experiences with AirAsia.

“As the ASEAN Airline Partner for the Visit Asean@50 campaign, we hope to promote ASEAN as a single yet diverse destination to as many people as possible. Our product, the AirAsia ASEAN Pass was created for the very same purpose; to enable seamless movement within this region.”

Formally launched in Kuala Lumpur last July, Entropia positions itself between the advertising agency and consultancy model.

The company is led by  Prashant Kumar, who left his role as president of Asia World Markets at IPG Mediabrands in March 2016, joining Entropia two months later.

At the time he said: “Brands must enhance human happiness. So must data and technology. In the age of anticipatory data, Creative prototyping and curative technology, there is a historic opportunity to be different. Entropia hopes to chance upon ways we can do that – with consistency and scale.”