The Association of Asia Pacific Airlines (AAPA) has rolled out a $1 million pan-regional campaign on behalf of its 18 member airlines. The "Travel Moves People" campaign, from Cathay Pacific's agency of record McCann-Erickson Worldwide, Hong Kong, aims to rebuild consumer confidence in travel post Sept. 11. Media buying is handled by Singapore Airlines' media agency CIA Singapore.
Communicating to the public that travel is an essential part of life, the campaign uses emotive images of reunion to get its message across.
A young couple, a mother and child, a granddaughter and a grandfather are all reunited at airports in a series of print ads that use a heart-shape in the middle of "Travel Moves People."
The copy cites that last year alone AAPA members moved more than 100 million people in the Asia/Pacific region. But across the board, those airlines saw a 16.1% drop in passenger numbers in October 2001, compared with the previous year. The decision to act was taken in November 2001 at AAPA's 45th Assembly of Presidents.
Rolling out simultaneously from Jan. 30, 2002, in all key markets including Brunei, Hong Kong, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam, the campaign will run until April 2002. Comprising print, TV and PR initiatives, the focus is predominantly intra-Asian.
The campaign focuses on intra-Asia travel as our statistics show that intra-regional travel accounts for a significant portion of our member airlines' revenue passenger kilometers. Coupled with the uncertain economic situation, it makes sense to focus our efforts within the region first.