Client:
AirAsia X is a well-known long-haul, low-cost international carrier based in Malaysia
Goal:
Drive the introduction of AirAsia X into Uzbekistan by spotlighting non-stop service from Tashkent to Kuala Lumpur and raising awareness of its network of 130+ Fly-Thru destinations
Online Games
Omnichannel 360° Campaign
Bringing AirAsia X to Uzbekistan: Brand Launch and Market Promotion
Regulatory and linguistic issues
Launching AirAsia X in Uzbekistan required careful localization and legal review. Uzbek translations were checked by a native specialist and four professional translators, then verified by media partners and state authorities. TV and radio materials passed smoothly, while the outdoor tagline “The World’s Best Low-Cost Airline” was initially rejected by the Antimonopoly Committee. Local partners negotiated approval and cleared the campaign.
Strategy and execution
RMAA built a cross-channel launch campaign combining DOOH, TV, radio, influencers and Telegram. Digital screens in Tashkent’s busiest locations created visual impact; TV and radio built mass awareness among commuters. Influencers introduced the Tashkent–Kuala Lumpur route, shared travel experiences and explained the Fly-Thru system. Telegram seeding supported awareness and ticket sales through major news channels, generating over 1M views and promoting key Fly-Thru connections.
Launching AirAsia X in Uzbekistan required careful localization and legal review. Uzbek translations were checked by a native specialist and four professional translators, then verified by media partners and state authorities. TV and radio materials passed smoothly, while the outdoor tagline “The World’s Best Low-Cost Airline” was initially rejected by the Antimonopoly Committee. Local partners negotiated approval and cleared the campaign.
Strategy and execution
RMAA built a cross-channel launch campaign combining DOOH, TV, radio, influencers and Telegram. Digital screens in Tashkent’s busiest locations created visual impact; TV and radio built mass awareness among commuters. Influencers introduced the Tashkent–Kuala Lumpur route, shared travel experiences and explained the Fly-Thru system. Telegram seeding supported awareness and ticket sales through major news channels, generating over 1M views and promoting key Fly-Thru connections.
solution:
This 360-degree campaign exceeded all initial media projections, giving AirAsia X a commanding market presence during its launch window:
Television Impact: Over 300 total ad spots across the country's leading networks, achieving a cumulative Eq wGRP (Equivalent Weighted Gross Rating Point) of 124.03 — meaning the ads reached the equivalent of 124% of the target audience on television — and establishing immediate nationwide visibility.
Radio Volume: Over 1,022 total ad spots, maximizing audio frequency among local commuters.
Influencer Performance: Combined content from the "AirAsia Traveller Squad" press tour and local image campaigns generated over 1.5 million total views across Instagram and YouTube, including a single standout Reel by lenarapselyamova that pulled in 793,000+ views on its own, plus a final educational phase that outperformed its standalone reach forecast by 54%.
Telegram: The targeted November launch phase brought in over 271,700 high-intent views from business and IT audiences, while the broader December promotional phase generated over 1,000,000 views. In total, the campaign distributed 28 high-impact posts, driving significant interest toward direct flight bookings and Fly-Thru connections.
Television Impact: Over 300 total ad spots across the country's leading networks, achieving a cumulative Eq wGRP (Equivalent Weighted Gross Rating Point) of 124.03 — meaning the ads reached the equivalent of 124% of the target audience on television — and establishing immediate nationwide visibility.
Radio Volume: Over 1,022 total ad spots, maximizing audio frequency among local commuters.
Influencer Performance: Combined content from the "AirAsia Traveller Squad" press tour and local image campaigns generated over 1.5 million total views across Instagram and YouTube, including a single standout Reel by lenarapselyamova that pulled in 793,000+ views on its own, plus a final educational phase that outperformed its standalone reach forecast by 54%.
Telegram: The targeted November launch phase brought in over 271,700 high-intent views from business and IT audiences, while the broader December promotional phase generated over 1,000,000 views. In total, the campaign distributed 28 high-impact posts, driving significant interest toward direct flight bookings and Fly-Thru connections.
Results:
Hong Kong
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