AirAsia Establishes Media Group

AirAsia has consolidated its media solutions, which encompass adtech, content and media-related offerings, under the newly formed AirAsia Media Group.

The establishment of AirAsia Media Group is aligned with AirAsia’s digital transformation strategy and will position the media group as the engine to power, distribute and unify AirAsia’s advertising assets across the group companies, creating a results-oriented proposition for its advertising partners, from online to in-flight, and from origin to destination.

Sumit Ramchandani, CEO AirAsia Media Group, said, “This pandemic has forced us to leverage on the power of our own ecosystem instead of relying on paid marketing. We realised that the strength of our ecosystem extends beyond travel to also serve the e-commerce and lifestyle verticals. With our extensive range of omnichannel media assets and rich first-party data, it made sense for us to come up with an unique set of media solutions for marketers. By unifying our media functions under a single group, we hope to better support marketers achieve their goals by providing quality data and increased conversion. We also have in the pipeline a slew of exciting new initiatives, one of which combines fans, travel and talent in a way never done before, so stay tuned!”

The AirAsia Media Group has already established a strategic partnership with Universal Music Group (UMG). An initiative from this partnership is Red Records, a joint venture record label with UMG, which will soon launch “Passcode”, the debut single of Thai-German artiste Jannine Weigel, produced by Tommy Brown, a Grammy-nominated record producer.

Another joint venture initiative is RedCarpet, an end-to-end talent to production to media offering for brands, which recently launched its first campaign featuring Malaysian artiste Alvin Chong (Alvin’s Road Trip).

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