DE PASQUALE FLIES WITH AIR ASIA

Following Brisbane based de pasquale being appointed as the national agency for Air Asia X, the country’s latest airline, its launch campaign has ensured the low budget airline has taken off in south-east Queensland in preparation for a national launch.

The campaign features a twist on well-known catchphrases to reinforce Air Asia X’s key elements of Asia and low cost, such as ‘Cheap as Chopsticks’ and ‘Pay Peanuts get Malaysia’.

Part owned by the Virgin Group and based in Kuala Lumpur, Air Asia X is an industry leader in the global low cost airline environment.  The airline is an offshoot from the Air Asia model and entered the Australian market late last year with direct flights four times per week from Malaysia’s Capital to the Gold Coast.

Air Asia X general manager Darren Wright said, after a short and targeted pitch for a support agency in the Australian market, de pasquale was the stand out for its keenness shown for our business: “The retail campaign created by de pasquale is really getting traction and will help prepare the marketplace for our expansion into other key markets such as Sydney and Melbourne,” he said.

“The response to our service has been fantastic with flights running full since the launch last year.”

The key message that Air Asia X offered a cheap way to get to Asia will be driven by outdoor, press and radio advertising in Gold Coast, Brisbane and Sunshine Coast.