AirAsia, synonymous with affordable and convenient travel, set up a free shuttle service to help transport people to and from the Davis Cup venue. Touted as a god-send by tennis fans with weary feet, the buses introduced the brand to commuters on the streets of Madrid and the tennis fans to the AirAsia flight attendants for the "in-air" experience.
Akin to the air experience, shuttle users experienced a safety video on board - creating a further tieback to our key product as well as the Davis Cup. The video was produced in Spanish and in English.
English version
In addition to the shuttle service, the brand was further enhanced when event attendees, who had flown in to be part of the tournament, were further shown world-class hospitality of the World's Best Low Cost Airline at a dedicated AirAsia booth where many were "upgraded" to first-class with VIP tickets to the event.
To participate, all international attendees had to do was prove they flew to Madrid on a low-cost airline, showing us their flight ticket in exchange for a VIP upgrade.
As part of the sponsorship entitlements that allowed prominent placing of the company's logo in prominent spaces, including the net, the brand gained visibility with fans at the tournament as well as globally through broadcasts.
The AirAsia cabin crew were also on hand to take pictures with fas at the event to further expand the brand's digital footprint.
