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Malaysia Airlines goes back to its roots with new brand campaign

Malaysia Airlines (MAB) has launched a new brand campaign titled “Malaysian Hospitality Begins With Us”. This is in a bid to reinstate and demonstrate that MAB is the national icon and represents Malaysian hospitality on behalf of the nation to all its guests and customers

The new campaign will be executed across TV, print, outdoor and social media platforms, and will also be expanded beyond Malaysia. As part of the campaign launch, MAB will also introduce an improved website and mobile application, according to the Malay Mail Online. M&C Saatchi, m/SIX and Society were involved in the campaign.

In a statement to A+M, MAB’s spokesperson said that the campaign will be rolled out globally in the next few months. She added that the campaign is about making all its guests feel like they are at home capturing the essence of the country – warm and inviting.

“We will be converting the campaign using traditional assets as well as online platforms so we can reach to the people of Malaysia and also global audiences widely,” the spokesperson added, decline to reveal the cost of the rebrand.

Group CEO Izham Ismail said its diversity, heritage and culture are the foundation and reference of the airline’s brand promise. It aims to provide a Malaysian experience in travel through Malaysian hospitality, which encompasses all aspects of customer experience reflected through initiatives such as its newly refurbished Peranakan-themed Golden Lounge at Kuala Lumpur International Airport and various digital innovations. This includes the launch of its first in-house Innovation Lab, or iSpace last year, as the airline enters the third phase of its digital transformation, towards becoming the digital airline.

He added that the innovations and improvements were in a bid to boost the overall consumer experience from browsing and check-in, to lounging on ground and enjoying the airline’s offerings on board, the Malay Mail Online reported.

“We are re-emphasising to the world that Malaysian Hospitality Begins with Us. Embracing that we represent the traditions of Malaysia combined with the promise of the future,” Izham said. He added that their airline has begun training more than 300 front line staff in service excellence to ensure Malaysian hospitality is ingrained in them.

The new brand campaign follows Izham’s announcement in February that the airline will restructure to strengthen operations as part of its five-year Malaysia Airlines Recovery Plan.

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