Malaysia Airlines calls for global media pitch

Malaysia Airlines has called for a closed-door global media pitch, with submissions just drawing to a close. Calls for submissions began in December. 
 
A+M has learned that the remit of the appointed agency would cover digital performance and media duties across multiple markets. A+M has reached out to Malaysia Airlines for further information. 

Don't miss: Malaysia Airlines ushers in 2026 with global ‘Time for new chapters’ campaign

Earlier last year, Malaysia Airlines had launched its “Time for” campaign, developed as a strategic narrative to mark a new chapter for the carrier. With thematic storytelling and a consistent “Time for…” headline treatment, the airline positioned itself around the idea that it is always the right time to travel with Malaysia Airlines. The campaign has since rolled out globally across multiple platforms and destinations.

The 'Time For' initiative has also carried on into 2026. Earlier in January, the national carrier started off the new year with a new global campaign titled "Time for new chapters", inviting travellers to embrace fresh beginnings and plan meaningful journeys across the year ahead. The campaign centred on the idea of travel as a marker of life’s transitions, whether it is leisure holidays, family reunions, milestone moments or business trips.

Meanwhile in September 2025, Malaysia Airlines also launched a new inflight safety video, titled "Where culture takes flight", celebrating Malaysia’s heritage and scenic destinations. Reservoir Productions was tasked with creating a refreshed safety video that complied with regulations while reflecting the airline’s evolving brand identity.

Most recently, on the creative front, The SHOUT GROUP recently announced that it was working with Malaysia Airlines’ to take on creative duties as part of the brand's panel of agencies, on a year-long contract. The remit, which has already commenced, will see the agency develop campaigns across multiple markets in Asia and beyond, aligning with the national carrier’s global footprint.

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