AirAsia makes every trip count with ‘Travelista’ campaign via Ogilvy Thailand
In a post-pandemic landscape saturated with price wars, AirAsia faced a challenge: to transcend its perception as just a budget airline. While boasting an impressive network of over 60 direct routes across Asia and a reputation for punctuality, AirAsia needed to reignite its position as the top-of-mind choice for Thai travelers during the resurgence of tourism.
Understanding the deeply ingrained cultural nuances and diverse travel styles of Thai travelers – from those who crave frequent short trips to those who embrace off-season tranquility, group adventures, or the electrifying energy of festivals – AirAsia launched the “Travelista” campaign (Kon-Ba-Thiao in Thai, meaning “Travelholic”). This campaign isn’t just about fares; it’s about fueling the why behind every journey.
Created by Ogilvy Thailand, the campaign launched with a thematic film, shifting the focus from mere affordability to “worthwhile value.” The core message, “Make a Travelholic’s Million Reasons Worth It,” reminds Thai travelers that AirAsia empowers them to maximize their travel experiences. With direct flights and on-time performance, travelers can dedicate more time to exploring, immersing themselves in the destination, and fulfilling their unique travel purpose. Affordable fares mean more budget for creating unforgettable memories.
To amplify the impact, the campaign rolled out personalized sub-campaign ads, tailored to the specific travel purposes of different “Travelista” segments. These ads were strategically triggered during key moments in the year, aligning with contextual activities in each destination. Furthermore, AirAsia partnered with a new wave of Thai travel influencers, uniting them on the responsive site www.airasiatravelista.com to create a groundbreaking “trip planner.” For the first time in Thailand, travelers can access expertly curated itineraries across 60 destinations, providing inspiration and practical guidance for crafting their perfect adventure.
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Credits
Campaign Name: Travelista
Client Company name: Thai AirAsia Company Limited
Brand: AirAsia
Agency: Ogilvy One
Chief Executive Officer: Jiravara Virayavardhana
Chief Creative Officer: Gumpon Laksanajinda
Managing Director: Mettipapan Tongton
Executive Creative Director: Supparat Thepparat
Creative Director: Trirat Sethabutr
Creative Group Head: Perawich Charoenphan
Senior Copywriter: Pitchaya Intaphrae
Group Strategy Director: Orathai Maneechot
Manager, Strategy: Pawarisa Choowong
Associate, Strategy: Suwara Sumettavanich
Associate, Production: Kamonchanok Palabut
Group Business Director: Niwat Rungruangworawat
Group Account Director: Sasipim Ithtiraviwongse
Account Manager: Pearapong U-Hun
Traffic Co-Ordinator: Atchara Hirannawakun
Technology Creative Director: Thanawat Chongmahakul
Program Director, Delivery: Suparrerk Kulintaraprasert
Product Owner Manager: Thanutcha Sowannadittaporn
UI Designer: Charnon Singpurg
Experience Designer: Sher Siriwatchakul
Film Production House: Unboxnow
Director: Littichai Siriprasitpong
Producer: Arunwan So
Assistant Director: Praewpan Rungsub
Post Producer: Nadia Ono
Editor: Tim Jirawangso
Editing Room: VOLCANx POST PRODUCTION
TC & VTR Room: Cine Digital
Sound Engineer: Wanchai Mew Sinprajugkul
Sound mix room: CineSound Co.,Ltd.
