In 2017, AirAsia was the Official Airline Partner for the 29th Southeast Asian Games and 9th Asean Para Games. The biennial multi-sport event was a great opportunity for AirAsia to cement themselves as a key Asean brand, as well as continuing to build roots and be seen as a supporter of sports.
In addition to traditional event branding entitlements, the brand also provided flights for the Malaysia Organising Committee (MASOC) within the airline's Asean network for the purpose of organising both sporting events.
We developed an ad that cheekily compared the AirAsia Allstars to the athletes that were going to be participating in the games.
This video was shot at the KLIA2 terminal with the assistance of Passion Pictures
In addition to our digital presence, we also utilised other AirAsia OOH placements - most notably the AirAsia Bukit Bintang train station, a hub where those attending the games would have to pass before reaching the main sporting arenas.
AirAsia also hosted the final leg of the KL Games torch run - with the Deputy Minister of Youth and sports, YB Datuk M. Saravanan, as well as AirAsia founders Tony Fernandes and Datuk Kamarudin bin Meranun also present.
The event brought together AirAsia Allstars from all across the region to celebrate our involvement in the games. The 3km course was run by a number of the Allstars as well as selected charities and groups that would benefit from the games.
The brand also developed a number merchandise items that would be sold exclusively on-board regional flights. With the intention of selling to those flying into the Malaysian capital for the games, these collectors items were a great revenue driver for the sponsorship itself and were designed and produced by the in-house creative team.
