The campaign aims to challenge the ‘worldly’ Hong Kong residents by seeing how much they really know about iconic places in Asia.
The outdoor ads have been placed at key bus stop locations, with questions such as: “In Phuket, James Bond Island has a huge reef rock shaped like a ________.”
The ads, created by J. Walter Thompson, direct people back to social media, where the answers to some of the questions can be found.
The brand faces stiff competition in the market, as there are 18 low-cost carriers servicing Hong Kong but the brand says sales of lower cost tickets will grow by $HK10m between 2014 2018.
The aim of the campaign is to promote the many destinations that are easy to get to from Hong Kong that Air Asia offers.