AirAsia unveils ads to push ATM ability

The new service is offered in conjunction with Permata Bank, and is already available in AirAsia's two other markets, Malaysia and Thailand.

It is accompanied by a new print campaign developed by local creative agency Playgroup.

The roll out comes after its Indonesia associate, Awair — in which it holds a 49 per cent stake — rebranded itself as Indonesia AirAsia in December 2005.

The airline offers a range of domestic routes and two international flights to Malaysia, in a highly-competitive domestic marketplace that features a number of privately-owned competitors, including market leader Lion Airlines.

"AirAsia is considered as a serious new player in the already-crowded LCC market in Indonesia," explained Playgroup Communication managing partner Budiman Gani.

"However, AirAsia has been making a strong impression in the consumer's mind and market penetration has been very successful." Previously, Indonesian consumers could only purchase AirAsia tickets online using a credit card. It is expected that the ATM service will activate increased online consumption.

"It sees things differently from the other airlines," added Gani. "We feel this personality needs to be conveyed to the audience throughout all communications."

Playgroup also handled media for the campaign, which will run in Indonesian newspapers.