Solaire Resort takes to the skies with AirAsia branding campaign

Wednesday 25th of June 2014

Solaire Resort and Casino, the newest integrated resort in the Philippines, has launched a major branding and marketing campaign with AirAsia, wrapping an Airbus A320 with the resort’s colours.

The plane will make its maiden flight in July, in the start of a campaign scheduled to run through to 2016. Solaire claims to be the first consumer brand in the Philippines to fully wrap a brand around a commercial airline.

While currently on just one aircraft, the company said there is no reason why the campaign may not be expanded in the future. It gave no financial details on spending.

“This aircraft-branding campaign is a strategic branding initiative which would allow us to literally take our brand to greater heights,” Jasper Evangelista, Vice President of Brand & Marketing, Solaire Resort and Casino said. “We have created amazing moments for our customers since Solaire launched last year, and now we’re aiming to further connect with our local & foreign guests and travellers by reinforcing our brand presence in the country’s airports.”

The company is stepping up efforts to improve its brand recognition and woo tourists as it gears up for increasing competition. Melco Crown will open its City of Dreams project in Manila later this year. Melco is seen as having a competitive advantage when it comes to attracting the Chinese market given its strong presence in Macau.