Here is the premise: travel company creates a platform where travellers can share their pictures and videos, connect with one another and recommend destinations.
Sounds remarkably similar to the strategy behind many a travel startup circa 2009-2013 - but this time it's an airline.
Air Asia has this month been talking up its creation of AirMosphere, a new "humble space for travellers" where "gurus and bloggers as well as general travelers" can search for information on destinations and things to do as well as share their own experiences.
Before some reminders, here is what Thai Air Asia's content and social media manager, Nethin Chaleewan, has to say.
The platform works by allowing users to "present their information in three ways", adding:
"For 'writers' the website offers a description function with an easy photo insert option; for 'photographers' the site allows for entire photo essays to be posted, while travelers with a love of postcards can also use them to detail their journey."
Here is a clip:
Although Air Asia claims the launch last month has "received a positive response", many could be forgiven for having a sense of seeing something like this tried before elsewhere.
With AirMosphere, Air Asia is sprinting down a path that has never worked for many other airlines which considered that a heady combination of their brand and modern, hyper-connected travellers is enough to inspire mass sharing of experiences online.
The most high-profile effort came via Virgin Atlantic with its VTravelled idea - a platform originally conceived in June 2009 in a bid to marry destination information with user-generated content.
The site inevitably launched to considerable fanfare but quickly became a symbol of how far removed brands such as airlines can really be from the real world of social media.
VTravelled eventually started winding down in 2011, with usage and engagement at the lacklustre end of the social spectrum.
Not to be outdone by its arch rival, British Airways at the same time also clearly wanted to try and fail with its own offering, known as MetroTwin.
MetroTwin also closed in 2011, after three years of operations, with officials at least conceding what most had realised years before: travellers are keen on sharing their experiences, for sure, but tend to do so on general social networks, especially Facebook.
Other casualties of the phenomenon include: Air France (Bluenity closed in 2012) and Qantas's Hooroo had social and hotel booking at its core, but eventually concentrated just on the accommodation search service (the bit that makes money).
There is nothing to say that Air Asia's AirMosphere will follow the same fate (there are always cultural differences between the airline customer bases to consider, with the low-cost carrier's perhaps younger passengers being more eager to connect and eager to share than their counterparts before them).
But the historical record shows that the model has plenty of challenges after the buzz of a launch, and assumptions that large swathes of passengers (any such network needs volume) will continue to engage regularly are often out of sync with reality.