AirAsia MOVE (MOVE) has been awarded Best ASEAN Marketing and Promotional Program at the 35th ASEANTA Awards for Excellence, held in Cebu City, Philippines.

Presented by the ASEAN Tourism Association, the award honors MOVE’s Travel More for Less campaign. The multi market initiative ran across Malaysia, Thailand, Indonesia, and the Philippines and was built to stimulate travel within ASEAN.

The campaign addressed a key challenge in regional tourism. A large share of global travellers continues to focus on a small number of destinations. MOVE positioned Travel More for Less as a response by shifting attention to lesser known locations across the region.

Nadia Omer, CEO of AirAsia MOVE, said the campaign reflects the brand’s commitment to building a more balanced tourism ecosystem. By redirecting travel demand, MOVE aims to support local communities while helping travellers experience ASEAN in new ways.

Storytelling sat at the core of the campaign. MOVE brought together content creators, tourism authorities, and hotel partners to create market specific narratives that resonated with local audiences.

Product innovation supported the marketing push. The ASEAN Explorer Pass, SNAP! Flight and Hotel bundles, in app chat groups, and the Discover ASEAN platform helped turn inspiration into bookings and sustained engagement.

MOVE’s regional teams played a key role. With on the ground teams across four ASEAN markets, the company delivered campaigns that aligned across borders while staying culturally relevant in each country.