When Thai AirAsia's inaugural flight took off from Bangkok on a clear February morning in 2004, it carried more than the hopes of majority shareholder Shin Corp. As part of a high-profile promotion campaign, the flight carried senior group executives, the deputy governor of the Tourism Authority of Thailand and members of the press. But what should have been an advertiser's dream turned into a public relations nightmare. The plane was forced to turn around little more than 20 minutes after take-off and return to Bangkok after a wing flap indicator malfunctioned. By the time it took off again an hour later, most VIPs had vanished.
May 01, 2005