Malaysia Airlines has been synonymous with ‘Malaysian Hospitality’, a distinct philosophy that its team delivers across its network of over 60 destinations today.
Having ingrained this service culture into its DNA, it was a natural choice to use ‘Malaysian Hospitality’ to position Malaysia Airlines in the market and ramp up its brand presence and brand preference.
In mid-June 2013, the premium airline launched a worldwide brand campaign that leverages its edge in delivering ‘Malaysian Hospitality’ as part of the previously introduced positioning ‘Journeys are made by the people you travel with’.
The ‘Journeys’ campaign, covering markets across Malaysia and ASEAN, UK, Europe and China, is the first major brand campaign in recent years, signalling greater things ahead for the premium airline.
According to Malaysia Airlines Director of Commercial, Dr Hugh Dunleavy, the romance of airline travel has been sacrificed to make way for cost considerations and to grow passenger volume.
“Air travel is all about rock bottom ticket prices and no frills nowadays. Long queues, tight security checks at airports and indifferent treatment of passengers, becomes the memory of your travels and subject of many a conversation. What used to be a discerning choice accompanied by anticipation of a long-awaited trip is now an arduous necessity before arriving at a destination.”
“This is the area that Malaysia Airlines has the edge through our advocacy of ‘Malaysian Hospitality’. Our goal is to create memorable experiences for everyone. And that is the all-important factor that sets us apart from other premium airlines”, said Dr Dunleavy.
Having won the Skytrax World Airline Award as a 5-star airline in 2012 and 2013, as well as winning the World’s Best Cabin Staff Award also by Skytrax 7 out of 11 times since 2001, Malaysia Airlines has indeed demonstrated its commitment to go beyond transporting travellers from point-to-point.
“Great brands are built on promises; iconic brands are built on a great purpose. Malaysia Airlines goes beyond airline travel by inspiring people to look at the world differently. Our new brand campaign celebrates life’s journeys and how it is made meaningful and memorable by the people who are with you along the way. Just like these people, Malaysia Airlines is committed to making your journey a truly remarkable one,” Dr Dunleavy added.
The ‘Journeys’ campaign, launched on 17 June in Malaysia, is the beginning of an extensive campaign that expands beyond Malaysia.
Brought to life via a combination of media including a TV commercial to tell the brand story, strong print ads with brand and product messages will cater specifically to different consumer segments. These will be supported by outdoor media that establishes the brand’s presence and digital activation for consumers to engage with the brand.
Cognisant that a brand cannot be built on one campaign alone, Malaysia Airlines thought it absolutely critical that they first establish what the brand stands for.
Subsequently, they activated the brand to let everyone, around the world, experience Malaysia Airlines. Through consistent engagement and involvement, Malaysia Airline is confident people will recognize the value it brings to their lives.
After a succession of milestones in the last 12 months, from the launch of the A380 into its fleet, to joining the award-winning oneworld airline alliance, Malaysia Airlines’ global brand campaign is more than just a communications effort to external audiences.
Internally, the campaign resonates as a commitment to build on consistent delivery of exceptional service across all customer touch-points.
Dr Dunleavy reiterated the brand’s commitment to constantly creating delightful experiences for their travellers. “Our vision to be the world’s most preferred premium airline is grounded in our belief that every single member within the Malaysia Airlines family can play a part in creating extraordinary experiences.
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