The Moak Group (TMG) was engaged to help create opportunities for AirAsiaX to promote upcoming service from Honolulu, Hawaii, its inaugural US gateway. The goal was to engage Japanese leisure travelers and local Hawaiians to increase AirAsiaX’s brand exposure in Honolulu and educate the local community and tourists about the 2017 AirAsiaX launch of service from Honolulu to Osaka.

TMG presented AirAsiaX with a number of activation opportunities that could be realized and executed within the immediate two-week window AirAsiaX outlined. The options presented included everything from large scale events, to events in partnership with other hospitality and tourism companies, to small scale pop-up style events.

AirAsiaX Table


AirAsiaX chose to move forward with a series of small scale, guerrilla style pop-up events. TMG worked with AirAsiaX to coordinate and execute a day of action for AirAsiaX cabin crew on the ground in Honolulu. Cabin crew distributed flyers and leis, posed for photos, and educated high traffic locales about the upcoming service.

The campaign provided targeted audiences with the opportunity to win tickets through social media engagement with the AirAsiaX brand and create social media “fans”. Fans were encouraged to post photos behind the Instagram frame wearing AirAsia X branded leis on social media using hashtags for a chance to win tickets.


Ultimately, the event boosted local and traveler awareness about AirAsiaX’s upcoming service to Honolulu, it increased social engagement with the AirAsiaX brand in Hawaii and developed a list of travelers based in or connected to Hawaii that AirAsiaX could target with communications around the launch.

The Moak Group

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