SINGAPORE, 9 July 2019: AirAsia and Mediacorp, Singapore’s largest media network deployed DJs Jeff Goh, Lim Peifen and Chen Ning from Singapore’s popular radio station YES 933 to enjoy ‘Holiday Quickies in destinations around Southeast Asia.
Launched in May the ‘Holiday Quickies’ campaign encouraged Singapore residents to embark on frequent getaway trips from Singapore to destinations served by direct flights on AirAsia.
Destinations in Indonesia, Thailand, Malaysia and the Philippines benefitted from the radio show going on the air live at the holiday locations.
A recent survey found that almost 92% of Singaporeans were stressed from work, higher than the global average of 84%. [1]
Singapore’s YES 933 DJ Jeff Goh was surprised at being chosen by AirAsia for the ‘Holiday Quickies’ series following a callout to his DJ friends and a music video he produced which garnered more than 1,000 likes. Close friends and fellow DJs, Peifen and Chen Ning were chosen to go on the trips with him.
Over the course of the eight-week campaign, AirAsia flew Jeff and his friends to destinations such as Bali, Kuching, Yogyakarta, Bandung, Ipoh, Phuket and Cebu to encourage Singaporeans to leave the stress of work behind and take a ‘Holiday Quickie’.
Chiang Rai, one of the most recent additions to the airline’s direct flights available to Singaporean travellers, was not identified in the list of destinations the DJs visited.
Earlier, TTR Weekly filed questions with the airline asking why the direct flight to Chiang Rai has not been supported by marketing campaigns in Singapore such as the DJs initiative. The airline has so far not responded to those questions or confirmed if it intends to cut the service in November.
Back on the radio, listeners got to take in highlights of the trip on YES 933, with social media used to further drive engagement, including a Facebook Live Stream which reached more than 318,000 consumers and boasting an average engagement rate of 22.64%. More than 1 million people saw or heard about the campaign.
AirAsia regional commercial head Amanda Woo said, “Our partnership with Mediacorp has helped to further our mission to make air travel accessible to all. Using the power of personalities and YES 933’s unique audience, we’ve been able to showcase how easy it is to leave Singapore’s hustle and bustle behind and take a ‘Holiday Quickie’ to one of our many destinations across Southeast Asia.”
