Using the insight that most travelers are on limited budgets, we placed the ads in free, young adult lifestyle magazines – popular with the target audience.

By taking consecutive pages in the magazine, and simply not cutting the edges of them, we made a loop, interpreting the wave. All the reader had to do was look inside the loop to see a surfer in a perfect barrel.

Seat occupancy between Bangkok and Denpasar Bali is now over 70% during weekdays and full at weekends. And as hoped for, the majority of these passengers are foreign travelers.

Because of the ad’s popularity, both with consumers and the client, we have been asked to roll it out in other markets, and campaign it to other destinations.