AirAsia’s latest partnership bridges the divide between sectors

(marketingmagazine.com.my) – AirAsia hailed its latest cooperation with Tourism Malaysia in bringing the production of Korean drama “On the Way to the Airport” to Malaysia as a new model of cooperation between the public and private sector.

In its latest release the airline noted that Tourism Malaysia recognised the growing phenomenon of tourists visiting destinations featured in popular films and television dramas, and was keen to play a key role in making the production happen.

AirAsia’s latest sponsorship deal of Korean drama “On the Way to the Airport”, was partly filmed in Malaysia, with support from Tourism Malaysia, an agency of the Ministry of Tourism and Culture.

Tourism Malaysia secured hotel accommodation for the full cast as well as crew and assisted in obtaining filming clearance for locations featured in the drama.

These include Kuala Lumpur City Centre Park, Titiwangsa Park, Ampang-Kuala Lumpur Elevated Highway, Istana Budaya, Seri Pacific Hotel, Traders Hotel and G Tower in Kuala Lumpur, Wawasan Bridge in Putrajaya and Kuala Lumpur International Airport in Sepang, among others.

AirAsia Malaysia Commercial Head Spencer Lee said, “We’re always looking for new ways to promote Malaysia as the destination of choice for travellers. What’s good for tourism is good for AirAsia as well, and this Korean drama is the perfect vehicle to show the world what this country has to offer.

“I wish to thank Tourism Malaysia for their tremendous support in making this production a success. Their contribution was invaluable and we hope to continue working closely with them to make more innovative projects like this a reality.” Spencer shared.

Tourism Malaysia Senior Director of International Promotion Division (Asia and Africa) Datuk Musa Haji Yusof said, “Promoting destinations through films and television dramas is a viable approach to attract the audience’s attention to the places of interest being featured. The urge to visit the locations contributes to the decision of potential tourists in selecting Malaysia as their next holiday destination.

“It is anticipated that ‘On the Way to the Airport’ will be as popular worldwide as other Korean dramas. In this context, the objective of the National Blue Ocean Strategy to position Malaysia as a location for filming can be achieved.” Datuk Musa added

Korean Broadcasting System (KBS) drama “On the Way to the Airport” stars Lee Sang-Yoon and Kim Ha-Neul and explores the relationships of thirtysomethings working in the aviation industry, with the main characters depicted as an AirAsia pilot and cabin crew.