AirAsia x Malaysia
Put Malaysia on the map as a holiday destination for young Australians, and position AirAsia as the low-cost airline to book it through. Most 18 to 30 year olds knew Bali, not KL, Penang or the islands. AirAsia needed the full range of the country shown in a fun, playful way that drove bookings at AirAsia.com.
We split the story across two noisy properties. LINES took nightlife: four hero posts across Bondi LINES and Melbourne LINES covering Malaysia After Dark, Best Events and a day-by-day itinerary, backed by app banners, carousels and Linktree placements. Sitting inside LINES' International Festivals & Events structure, it read as a native going-out guide rather than an ad.
Whatslively took the editorial: a Malaysia takeover of weekly documentary-style IG Reels and TikToks, hosted by a young Australian creator filmed on the ground. Four episodes covered live music, 12 hours in KL, everything we ate in Penang and island paradise, each backed by social posts and EDMs driving click-through to AirAsia.com.
Both platforms carried the Go Somewhere Different message and the direct-flights hook, so young Australians saw Malaysia framed around how they travel: nights out, food and getting there cheap.
- 1.7M total impressions against 1.1M projected, 55% over target
- Both platforms beat their individual targets: LINES delivered 780K against 500K, Whatslively 927K against 600K
- A full suite of on-the-ground content in Malaysia for AirAsia to repurpose
What was the AirAsia x Malaysia campaign?
A two-platform campaign to put Malaysia on the map for 18 to 30 year old Australians: LINES took nightlife with hero posts and a day-by-day itinerary across Bondi Lines and Melbourne Lines, and Whatslively took the editorial with a four-episode documentary-style series hosted by a young Australian creator filmed in KL, Penang and the islands.
What did AirAsia get to keep?
The four-episode series shot in KL, Penang and the islands, the day-by-day itinerary posts and the on-the-ground content, all cleared for AirAsia's own channels after the campaign.
Why split the campaign across two brands?
LINES reads as a native going-out guide, so Malaysia After Dark and Best Events sat inside its international festivals and events structure. Whatslively carries music and travel storytelling to a different audience, with social posts and emails driving click-through to AirAsia.com. Both carried the Go Somewhere Different message and the direct-flights hook.
NEXT PROJECT: SCAPEScape x LINES Ben Gerrans Pop Up