AirAsia Media Supports Universal Pictures with Regional Campaign for New ‘How To Train Your Dragon’ Release
KUALA LUMPUR, 19 June 2025- AirAsia Media, the travel media division of Capital A, has partnered with Universal Pictures to launch a regional 360° media campaign titled “Ride The Skies”, marking the highly anticipated live-action release of How To Train Your Dragon.
The campaign spanned across seven Asean markets including Malaysia, Thailand, Singapore, Indonesia, the Philippines, Taiwan, and Vietnam, transforming the travel journey into an immersive branded experience for millions of travellers.
Tapping into the strength of the Capital A ecosystem, the campaign was brought to life through 360° integrated media activations across multiple touchpoints:
1. MOVE: Total Platform Takeover
The campaign was fully integrated across the MOVE app and digital channels, delivering a dragon-themed experience to users from the moment they opened the app.
Themed consumer promotions offered discounts across Flights, Hotels, SNAP (Flight+Hotel Bundles), AirAsia Rides, and MOVETix.
Full app UI makeover with campaign visuals, custom chat stickers, dragon-themed user profiles, and even AirAsia Ride drivers appearing as dragon avatars!
Social contests and interactive stories led to massive engagement with exclusive premier ticket giveaways across Malaysia, Thailand, Singapore, Indonesia, the Philippines, Taiwan, and Vietnam
2. AirAsia Airlines: Immersive In-Flight Branding
The ‘Toothless’ dragon-themed concept naturally aligned with the travel experience, making the airline the perfect platform to bring the world of How To Train Your Dragon to life, engaging audiences from digital platforms to 30,000 feet in the sky!
In-flight ad placements on overhead lockers and meal tray backs gave guests a fun, immersive experience throughout their journey.
3. MOVE Duty-Free: Merchandise Integration
Travellers could purchase exclusive How To Train Your Dragon merchandise through In-flight sales on all AirAsia flights, as well as pre-order on MOVE Duty-Free, allowing fans to take home a piece of this exciting collaboration.
4. redcap Magazine: Editorial Spotlight
As part of the campaign’s storytelling journey, a special feature within redcap Magazine highlighted the How To Train Your Dragon live-action release. This edition featured a spotlight on Gerard Butler (Stoick), alongside behind-the-scenes content and cast interviews. It offered passengers a compelling read during their flight to enhance the overall in-flight experience.
Partner with AirAsia Media to elevate your advertising strategy. Contact us at https://www.airasia.com/ads/index.html or ads@airasia.com to explore how our unique advertising assets can help your brand achieve new heights.
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