Boxing hall-of-famer and Filipino senator, Manny Pacquiao, worked with AirAsia on a number of projects both in and out of the boxing ring. I was fortunate enough to work with him in the build up to his main event fight in Brisbane, Australia against Australian fighter Jeff Horn. AirAsia were the Official Airline partner for Manny Pacquiao and his team for this fight.
For this particular project, we were provided branding opportunities in the form of access to him and his team to create pre-fight content and placement on performance gear on event day.
We also helped facilitate the travel for the Filipino contingent looking to catch him live in action.
In the build up to his fight, I travelled with a freelance content team to General Santos, Philippines, where we filmed this piece which was ultimately published on AirAsia and Manny Pacquiao's social channels, creating awareness of our relationship with Manny as well as our association to this fight in Australia.
The images above were used in our press releases to sports media as well as our social channels. All direction, production and approvals were handled by the AirAsia team.
On the day of the fight at bars nearby the venue, the Australian AirAsia team helped further our brand presence by setting up guerrilla photo opportunities.
Placement of the logo during the fight
