TravelSSBD: A new urban concept of independent travel

Campaign Objective

To promote AirAsia’s destinations to its target group of independent travelers, Mediacorp created an online travel show TravelSSBD capturing today’s youth lifestyle wants, desires, and goals.

Hosted by well-traveled deejay Sonia Chew from 987FM, TravelSSBD speaks to the new breed of travelers with the same same but different taste for experience, no white-linen services or concierges but experience beyond the usual tourist attractions.

Campaign Solution

  • Five 8-minute episodes covering Tokyo, Yogyakarta, Krabi, Langkawi and Chang Mai
  • Hosted by well-traveled deejay personality Sonia Chew 
  • Mystery itinerary for Sonia and captivating content keep netizens looking forward to each episode with great anticipation
  • Publicity across TV, Radio, Print and #TravelSSBD to create social buzz

Campaign Execution

Campaign Results

Impressive results achieved from August to October 2015

Reach on TV, Radio, Print and Online

3.2 million (People 15+)

1 million (People 15 – 34)

Toggle, Facebook and Youtube

1 million video views for 5 episodes


502,087 Ad Impressions delivered, with over 5% click-through rate

300 social mention on Twitter and Facebook

159,555 Post Reach, Twitter followers