Role: Marketing Communication

Market: Taiwan, Japan, ASEAN(Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam) 

Year: 2012 and 2013 

The market’s travel habits have traditionally leaned toward group travel, with fewer individuals designing their own itineraries and traveling independently. The concept of personalised, self-designed travel is relatively new to the market. As the leading low-cost carrier in the region, AirAsia has embraced the mission of "Everyone Can Fly," and it has taken time to shift consumer behavior that has been deeply ingrained for many years.

As the Marketing Communication Executive for AirAsia in Taiwan, I was responsible for all 360° marketing communications activities to promote destination and flights to Japan, Australia, and ASEAN countries(Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam), strategy planning and operational implementation from media buy, social media campaign, event, route launch, copywriting, email marketing, PR, to production.  Nonetheless this exhaustive list, however yes in working across all marketing communication touch points.  On-board training and company annual event in HQ at Kuala Lumpur, Malaysia. Worked internally with Malaysia HQ, Singapore Regional, Philippines, Australia team; externally with creative, media, and event agencies.

Media planning, buying and production

• End-to-end project management of both creative and media- media planning/ buying and creative production quality control(digital assets, print material/ colour, radio voice over), ideation to final delivery.

• Media: digital media(search, PPC, video, display), social(Facebook), print(newspaper, magazine), OOH(metro, bus, taxi, cinema), radio, and TV.

Copywriting

• Crafted and executed weekly sales copy campaigns across multiple platforms, including digital ads, newspapers, magazines, newsletters, and AirAsia.com, in both English and Traditional Chinese. Developed radio creative ideation and scripts, transcreated website content from English to Chinese, and localized content for cultural relevance. Wrote brochures for branding campaign events.

• Built social media content strategy and tones of voice.

Public Relations

• Monitored media coverage, conducted daily analysis, and cultivated relationships with key travel journalists and influencers.  

Social Media & Influencers

• Developed and implemented social media content strategies, led creative ideation (copywriting, tone of voice, content calendar, and content structure), oversaw community management, and established reporting frameworks.

• Audit social media, content/ data analysis, translate data and uncover insights, and built actionable recommendations.

• Re-build social media strategy, and built a new influencer strategy and campaign.

• Managed Facebook social media account.

• Built social media tones of voice, content calendar, content, and community management.

• Scheduled all paid and organic social media campaigns.

• Performed in-depth analysis on campaign performance and content trends to help inform future brand and creative strategy, digital product development, and creative output

• Campaign end to end project management, ideation to final delivery.

• Tool: Digimind, Socialbakers

Events

• Designed influencer campaigns in partnership with the Tourism board to promote destinations, and took influencers abroad to experience Malaysia.  

Business Intelligence

• Destination and airline competitive report analysis. 

Key Projects: Successfully launched AirAsia first branding campaign in Taiwan, designed AA first journalist& influencer press trip(MICE), implemented 2 route launch events, and re-structure social media.  

• As the first low cost carrier entry Taiwan, AirAsia launched first branding campaign in

  • utilising a media mix of multiple channels to increase touchpoint varities and address "Everyone Can Fly," to shift consumer behavior that has been deeply ingrained for many years.

  • media buy across digital ads, newspaper, magazine, radio, TV, OOH<cinema, bus, metro, taxi>, and 70+roadshows in universities and 3 branding experiential events in Taipei, Taichung, and Kaoshiung.)

  • partnership with TV travel program (愛玩客 iWalker), sponsor airline tickets to promote destinations

  • held campus ambassador event, the winner got to travel with TV travel program (愛玩客 iWalker) to promote destinations

• 3 tourism board-sponsored influencer overseas press trips (Boracay, Sabah, and Kuala Lumpur)

• 2 route launch events (Clark, Philippines and Tokyo Narita)

Key Achievements:

• Social Media and Revenue Growth

  • Re-structured social strategy, driving a 30% increase in Facebook engagement

  • Led brand’s first influencer media trips- 3 influencer media trips abroad to the Philippines and Malaysia. Hosted 10 influencers in each trip, generated 200+ posts, 200k+ shares.

  • Rebuilding the social media strategy, executing social media and influencer campaigns, and driving campaign initiatives resulted in a 50% growth in flight ticket sales.

Behind the scene

• Turning wanderlust into winning campaigns: I’ve always had a passion for travel, and working with AirAsia has allowed me to channel my wanderlust and approach my work from a traveler’s perspective. By understanding consumer behavior, their challenges, and needs, I’ve been able to craft more effective copy and develop content that drives strong campaign results, boosts social media engagement, and contributes to increased flight ticket sales revenue.