It’s tough being a low cost airline. And let’s be frank – it’s very tough being a Malaysian airline right now. Air Asia is a low cost Malaysian airline.

Publicis Mojo Brisbane could have wandered into difficult territory. Instead, it sweeps its audience away with the siren call of travel. Sex appeal for travel brands is all about the road less travelled – the dream of a hideaway getaway.

So before we look at the ad, let’s applaud Publicis Mojo for the media placement. Its hidden places ad is placed in new get lost magazine. This is get lost:

“get lost is the ultimate antidote for carbon copy package holidays and frightful tourist traps. We’re an independent, international travel magazine that puts the excitement back into travel and dares to be different. get lost gets kicks out of discovering hot new destinations, pioneering out-there experiences and telling travel yarns of intrigue.”

And this is the ad. It’s not two blank pages. Look closely and you’ll find a mysterious place hidden in the spine between. Nice way to sell the proposition, “Discover more hidden places,” isn’t it.

Creative credits:

Advertising Agency: Publicis Mojo Brisbane
Creative Director: Andy Ward
Art Director: Ian De Raat
Copywriter: ndy Bird