VIDEO: Air Asia’s Kathleen Tan on opportunistic marketing and being a challenger brand

If there is one word that defines Air Asia as a brand, it would have to be ‘cheeky’. Its full page ad ‘If Tigers were meant to fly, they would be born with wings’ took a jibe at rival Tiger Airways and gave Singaporeans much to talk about.

“We did the ad just for the heck of it,” Tan says. “We dare to be different and Air Asia as a brand has always been known for being cheeky, fun and friendly.”

Tan, who worked with founder and CEO Tony Fernandes at Warner Music prior to setting up the budget airline, feels that entertaining others is a part of Air Asia's personality. “We try to entertain our customers and that has in a way been our branding approach,” says Tan.

Branding has been a very strong part of Air Asia’s marketing strategy. “We know that we are a low cost carrier. We therefore invest a lot on branding to create a memorable impact,” she says.

To do this, Air Asia partnered with Manchester United and became the first Asian low cost airline to associate itself with English Premier League. It also declared sponsorship to AT&T Williams team at F1 racing.

“Sports marketing enables us in our branding as well as connecting with the people,” explains Tan. “F1 stands for speed, precision and programming and upholds the same ideals as Air Asia. F1 also enables us to target the elite passenger.”

Tan attributes much of the marketing success to simply knowing her product. “This is why we don’t engage any creative agencies. We know our product well and therefore are able to develop our own ads. Now we are even considering being a media in our own right,” she says.

As a young and aspiring start-up company, the Asian carrier which started out with a belief ‘Everyone can fly’, has set an example for its byline. “We are not big, but if we can beat those who are big at their game, it is through marketing."

Asked what their reaction may be if other airlines too strike back, Tan said, "We have a sense of humour and welcome anyone who can give us a good fight.”