EVA AIR WORLDS WITHIN REACH

Experiential Marketing

Post-pandemic, Malaysians are travelling more than ever fuelled by the rise of “revenge travel.” To stay top-of-mind, EVA Air broke away from conventional digital ads and roadshows by tapping into a local truth: Malaysians love spending their weekends in shopping malls. Hence, we brought the travel experience to them by launching our very own immersive airport—Worlds Within Reach in a high traffic mall, putting the brand directly in front of thousands in a way that was bold, immersive, and memorable.

Challenge

While EVA Air is a well-established name, staying relevant in a fast-evolving market with rising competitors is an ongoing challenge. In an industry saturated with promotions, cutting through the noise and standing out meaningfully is crucial.

Strategy

EVA Air represents travel that’s fresh, premium, and people-first—and we wanted to bring that to life not through words, but through experience. Worlds Within Reach let people feel the excitement of travel before even boarding a plane. The goal: drive talkability, create lasting brand impressions, and get Malaysians thinking about EVA Air for their next trip.

Execution

Our activation replicated a full travel experience in three zones. We have a check-in area, interactive game booths, and a baggage claim area.

To amplify the impact beyond the venue, we rolled out:
- Social media teasers and influencer collabs
- On-ground reminders with exclusive promos
- Post-event content including recap videos and flight booking nudges via promo codes

See What We Achieved

We successfully elevated brand perception, as evidenced by real-time sentiment tracking and positive audience feedback. Our efforts not only enhanced EVA Air’s premium image, but also deepened emotional connection with the brand as a people-first airline. The following metrics reflect the strength and success of our strategic execution: