Low-cost airline AirAsia is setting aside US$5 million (about RM15.37 million) for its rebranding exercise.

AirAsia Group head of commercial, Kathleen Tan, said the rebranding involves the airline’s new corporate identity and weekend uniform for flight attendants.

“The corporate identity involves a new look to our office, all check-in counters, advertisements, and even our new aircraft.

“We are currently focusing the rebranding exercise on the main hubs at Kuala Lumpur, Bangkok and Jakarta. We will then continue with the enhancement of our secondary hubs while the final phase is to have the new corporate identity presence on all our routes.

“We are aiming to fully rollout the new branding by year-end,” Tan told reporters after unveiling the new uniform and corporate identity at the Low Cost Carrier Terminal (LCCT) in Sepang today.

She said since AirAsia was formed 10 years ago, the focus had been mainly on financial stability and passenger growth.

“After the awesome 10 years, we are now shifting our focus towards increasing the level of comfort and excitement of our passengers,” Tan said.

- Bernama