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‘BIG’ prize for two Curtin Business School students

Media release

Two Curtin Business School Brand Management students will be flown to Kuala Lumpur in July this year to meet senior executives from AirAsia X, after winning the best campaign pitch for the airline’s loyalty program ‘BIG’, soon to be launched in Australia.

Brand Management students, Jaii Cheung and Mandy Choi spent four months collaborating with AirAsia X to develop their campaign.

Their winning pitch that grabbed the hearts of the judges and the 200-strong audience was ‘Superhero Avatars’.

Ms Choi said the winning submission saw customers creating their own superhero avatars that would be featured in their BIG loyalty programme membership material.

“The program was very practical and allowed us to learn from the process of developing a campaign idea from start to finish,” Ms Choi said.

“As we knew the campaign would be judged by AirAsia X and the panel of experts, it made it much more important to us than just sending through an assignment to our tutor.”

Professor Ian Phau of Curtin’s School of Marketing said the purpose of this joint program with AirAsia X was for students to work closely with an industry-based client and learn how to tailor a campaign proposal specific to the client’s requirements.

Mr Stuart Myerscough, Commercial Manager of AirAsia X, said all the teams presented excellent ideas and it was very difficult to choose the winning teams.

“This collaboration is important for us as it strengthens the links we have with the markets we serve across Asia Pacific and beyond,” Mr Myerscough said.

“We’ve seen previously how creative Curtin’s business students are in presenting solutions and operational decisions and are very keen to see their proposals for one of our most important customer programs.

“Personally, I get inspired by this practical interaction with the next generation of global business leaders.”

Also announced at the AirAsia X event was the winner of the Aim High Competition – Curtin Public Relations student Georgia Gunther of Sorrento.

This competition saw public relations students produce a media kit based on the brand management competition.

Ms Gunther will also head to Kuala Lumpur, to interview AirAsia X executives and document the trip.