By: M4G Bureau
Last updated : May 07, 2019 12:23 pm
The airline chooses the digital network of T1 & T2 in Mumbai airport and also the large format outdoor sites at Terminal 1 to announce its domestic operations
Air Asia took over MIAL in a phased manner starting with subtle announcements near the check-in counters of competitor flights and moving on to a PAN airport campaign in April.
Rajkumar Parathanman, Marketing Head, Air Asia said. “We were present only on a single media initially, but it was quite effective. Hence when we expanded our routes, we did not bother with OOH ads in the city and stuck with airport campaigns only. Digital media gave us a presence across airport at multiple touch points and helped us build frequency. Since this was our launch, we wanted frequency media to aid in top of the mind recall and digital media gave us a 10/10 on this.”