“Billboard in the sky.”

 

This was how Solaire Resort and Casino dubbed its latest marketing strategy when it unveiled last Wednesday its first plane livery on Air Asia’s Airbus A320 at the Subic Air Hangar in Pasay City.

 

The brightly colored livery on the 180-seat plane will soar high in the skies of Malaysia, China and South Korea starting next month. This is the first time that a Philippine-based business is promoting its brand by fully wrapping its name on the exterior of a commercial aircraft.

 

“We call ourselves the game changers in the hotel-casino industry,” said Jasper Evangelista, Solaire vice president of brand and marketing. “And as a testament to that, this pioneering livery project is very much aligned in that direction. As a marketing tool, this is the ultimate—a billboard in the sky, so to speak.”

 

A few weeks ago, Air Asia Malaysia made a huge buzz in Manila when it flew in a unique livery aircraft with Taylor Swift that caused excitement at the Ninoy Aquino International Airport. The aircraft carried Swift’s crew and staff throughout her Asian tour and was seen all over the region.

 

Air Asia is said to carry Taylor Swift’s branding for a year. Solaire, meanwhile, has a two-year deal with the airline for just one aircraft at the moment.

 

“We are thrilled to carry the Solaire brand in the sky as well as on the ground at the airports here and abroad where we will be flying,” said Maan Hontiveros, Air Asia Philippines chair. “We take great pride in our collaboration with Solaire. This new livery demonstrates our creative approach to partnerships and marketing opportunities, especially with companies that bring tourism in the country.”

 

The project was a year in the making, said Hontiveros, from conceptualization to design making to refurbishing. The exterior painting took more than a month. It has comfy seats in red and black hues.

 

“We work with companies that we have synergy with,” Hontiveros said. “Solaire is into bringing in gamers and tourists. We help each other promote tourism. I think passengers will find it nice and refreshing to see different liveries in the aircraft.”

 

Donato Almeda, Solaire board director, acknowledged that the hotel-casino’s partnership with Air Asia will provide modern travel and leisure experiences for both their customers. This partnership will facilitate more passenger and cargo traffic in both international and domestic flights, and foster stronger trade, cultural and tourism ties within Asia.

 

“Solaire is stamped with an unparalleled brand of service style with luxurious accommodations and impressive gaming facilities,” Almeda said. “All these things have led to our being referred to as a game changers. We are again raising the bar… this time we are taking it to the skies.”