Kuala Lumpur, Malaysia – Andrea Chuang has recently moved from Carro to AirAsia MOVE as its campaign marketing head. In an exclusive conversation with MARKETECH APAC, Andrea notes that in her new role, she will cover the main markets in Malaysia, Thailand, Indonesia, the Philippines and Singapore for all the AirAsia MOVE platform campaigns.
“This range from branding campaigns, tactical across integrated channels – driving more brand awareness post-rebranding from AirAsia Superapp to AirAsia MOVE, driving conversions across multiple line of businesses – Flights, Hotels, Hotel+Flights (H&F) bundles, Rides, Asean Explorer Pass, and many more, by leveraging on the app functions like Loyalty (Rewards), Payment (BigPay) as well as Chat (in-app messaging feature),” she explained.
When asked about her particular focus in leadership for AirAsia MOVE, she noted that she will be focusing on hotels and their hotel and flight (H+F) bundle offerings.
“The business is prioritising Hotels & H+F bundles to further drive home the idea of the app being the Asean’s favourite travel app that goes all the way with our consumers. With this, we will be pushing more attractive value-added services & offerings across our services in the app,” she said.
Andrea was most recently the head of marketing for MyTukar Malaysia before it recently rebranded to Carro. This was also not her first time with AirAsia as she was the company’s head of marketing and growth for in-flight and features for two years.
Speaking on her most recent leadership at MyTukar, she said, “During my tenure with myTukar, I learnt that rebranding is a long game – we used 2 years to successfully rebrand to Carro. This is a strategic move to improve its original brand perceptions and credibility by improving internal processes and communicate about its business progress & successes while changing the color from turquoise to orange.”
She added, “Meanwhile covering the consumer segments with campaigns that resonated with the locals like Raya, Merdeka, and many more. These were the building blocks that assisted with the rebranding transition, and set the foundation for the change.”
Andrea also notes that the travel industry has seen a surge post-COVID, and the revenge spending has slightly tapered down. Moreover, consumers are looking for unique experiences and more personalised plans during their travel.
“With this, we’re in a space where it’s opportune for us to address this challenge, so keep your eyes peeled for interesting collaborations and launches to come on AirAsia MOVE,” she added.
She also added, “Our tech & data team is working on better studying this behaviour in preparation to build and launch app features that’ll address these personalised experience with the help of AI.”
Andrea’s move into AirAsia MOVE follows the recent appointment of Ravi Shankar Mallavarapu as its chief marketing officer.
