In a groundbreaking collaboration, airasia MOVE, the comprehensive travel platform, has teamed up with Viu, a leading pan-regional OTT video streaming service, to amplify its brand presence through the Viu Original series ‘From Saga with Love.’ This partnership represents a significant step in airasia MOVE’s strategy to enhance brand visibility and engagement across the Asia Pacific region.
Series Spotlight: ‘From Saga with Love’
The series, which has quickly climbed to the top of Viu Malaysia’s rankings, features airasia MOVE and AirAsia X in prominent roles. ‘From Saga with Love’ is set to reach over 65.5 million monthly active users in 16 different markets, both locally and internationally. The rom-com follows the story of Karma, an aspiring social media influencer who finds herself in a web of humorous challenges and romantic entanglements while posing as an interpreter for a famous actress in Saga, Japan.
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Enhancing Brand Visibility Through Entertainment
This collaboration is part of airasia MOVE’s broader initiative to increase its brand visibility and engagement as a travel superapp. The company’s innovative approach includes various platforms like airasia Chat, digital radio station RedRadio, gaming hub RedGames, and Vtuber platform Project Kavvaii. By integrating its brand into popular entertainment, airasia MOVE is tapping into a new realm of digital marketing, leveraging the power of storytelling to connect with a wider audience.
MOVE Digital: A Rebranding Strategy
The partnership also aligns with the recent rebranding of airasia Digital to MOVE Digital. The featured superapp, now known as airasia MOVE, is strategically depicted within the series, showcasing its array of services and enhancing its appeal to a tech-savvy, travel-oriented audience.
Implications for the Travel and Entertainment Industry
This collaboration between airasia MOVE and Viu is more than just a marketing maneuver; it represents a fusion of travel and entertainment, two industries that have been rapidly evolving in the digital age. By leveraging the widespread appeal of a popular series, airasia MOVE is setting a precedent for how travel brands can creatively engage with audiences beyond traditional advertising.