AirAsia partners with Vice to woo travellers with culinary adventurism
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AirAsia has announced a content partnership with Vice to encourage travellers to explore some of the world’s spiciest regions and cuisines.
The content partnership consists of a four-part travel series Hot Heads which will be hosted by Karina Utomo, of Australian hardcore band High Tension, who will travel to India to discover the spiciest dishes available.
Hot Heads will tour diverse locations within AirAsia’s India network which includes Chennai, Bangalore, Hyderabad and Jaipur.
AirAsia Group head of branding, Rudy Khaw said: “Vice are the perfect partner for us to showcase India as an exciting destination for millennials. Using food as the driver, the unique series challenges the host Karina to step outside her comfort zone and explore the diverse sights and sounds of India.”
Business development director of brand partnerships Vice Australia, Cain Collins said: “We’re incredibly excited to be working with the team at AirAsia, and inspiring the search for unique and exciting experiences.
“Hot Heads is a travel series informed by quantifiable insights drawn from Vice owned data around what’s currently driving young people’s destination consideration set: culinary adventurism and local experiences, combined with a little bit of Schadenfreude.”
AirAsia recently re-created its Weekdays campaign from 2015 to encourage more people to travel within Thailand.
Questions & Answers
Q.What is the primary goal of AirAsia's content partnership with Vice?
What is the primary goal of AirAsia's content partnership with Vice?
AirAsia aims to encourage travellers to explore some of the world’s spiciest regions and cuisines. The partnership is designed to show India as an exciting destination, particularly for millennials, using food as the main driver.
Q.Who will host the travel series and which locations will she visit?
Who will host the travel series and which locations will she visit?
Karina Utomo, from Australian hardcore band High Tension, will host the series. She will travel within AirAsia’s India network, visiting diverse locations including Chennai, Bangalore, Hyderabad, and Jaipur to discover spicy dishes.
Q.What insights informed Vice's decision to create the 'Hot Heads' series?
What insights informed Vice's decision to create the 'Hot Heads' series?
Vice's owned data showed that young people's destination choices are driven by culinary adventurism, local experiences, and a bit of 'Schadenfreude'. These quantifiable insights informed the creation of the travel series.
Q.What is the name of the specific travel series created from this partnership?
What is the name of the specific travel series created from this partnership?
The content partnership has resulted in a four-part travel series named 'Hot Heads'. This series will feature the host, Karina Utomo, exploring various locations in India.
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