AirAsia · Brand / Digital
AirAsia ANZ Re-entry
A market re-entry campaign rebuilding brand presence and travel demand across Australia and New Zealand.
Context
Returning to a market means re-earning attention and trust at the same time as driving bookings. Brand awareness and demand capture had to be rebuilt in parallel.
The Idea
Anchor the return in the reason people travel, then use full-funnel media to convert renewed interest into booking intent.
My Role
- Owned the ANZ marketing plan for re-entry
- Led brand, media, performance and CRM planning
- Managed agency, partner and regional teams
- Set the measurement and optimisation framework
Execution
- Brand-led launch moment supported by PR and partnerships
- Always-on performance and retargeting across the funnel
- CRM and lifecycle messaging for returning travellers
- Route and destination storytelling adapted per market
Public-Safe Impact
- Supported the re-establishment of brand presence across both markets
- Full-funnel plan connecting awareness to booking intent
- A clear, measurable marketing operating model post-launch
Selected commercial results available privately on request.
Gallery
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