KUALA LUMPUR, 22 APRIL 2010 – AirAsia Borneo has appointed global media network giant Mindshare to handle its media account in Sabah and Sarawak starting July 1 in a bid to extend the reach and multiply the impact of its marketing and branding strategies.
AirAsia Borneo, the leading and largest low-cost airline in Sabah and Sarawak, appointed the agency for its synergy and the strength of its network. Mindshare is a UK-based agency under GroupM, a leading global media investment management operation.
Kathleen Tan, Regional Head of Commercial of AirAsia Borneo, said, “As AirAsia Borneo increasingly turns to media for support in our aggressive growth, it’s important that we tie up with an agency that is able to provide top level commitment and lend us its regional and media clout. Mindshare is definitely the right fit for us as we venture deeper in digital media. Their people and work culture are similar to ours, enabling them to better engage with us and propel this partnership to greater heights.”
Mindshare was picked in a selection process that involved three other leading media providers. “We are delighted to get the opportunity to partner AirAsia Borneo in growing its business. AirAsia Borneo is already an iconic brand in Malaysia and is aggressively building itself up as a Asia brand. We look forward to combining the best of our talent, creativity and technology to help them create breakthrough communications solutions,” said Ashutosh Srivastava, Regional Head of Mindshare for Asia-Pacific.
Mindshare was also appointed to manage media for Tune Group and Lotus Racing. AirAsia Borneo, which started operations in 2001, has grown its fleet from 2 to 92 aircraft to date and carried over 85 million passengers within a span of 8 years. The airline currently services more than 32 routes covering over 15 destinations across Sabah and Sarawak.
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