Malaysia Airlines (MAB) has launched a new video in conjunction with M&C Saatchi Malaysia, as part of its new brand campaign titled “Malaysian Hospitality Begins With Us”.
In a Facebook post which garnered over 124 reactions, 3.1k views, 25 shares and 34 comments, MAB said that the belief "Malaysian Hospitality Begins With Us" defines both the airline and Malaysians, as it aims to treat every passenger like a guest in its own home. The video went on to explain that hospitality defines what the airline is and where it comes from.
"[Malaysian hospitality] is not only found on board but in everyone you meet. It's how we are with one another and everyone else. It's what makes us all uniquely Malaysian and it will be what you remember most," the video added. The spot also received 439,940 YouTube views.
The campaign will run on Facebook, Twitter and Weibo, as well as print and digital out-of-home advertisements across Malaysia. The airline will also be introducing the Malaysian Hospitality icon, which will be featured in every advertisement.
The icon is inspired by the motifs and colours from its cabin crew kebaya. The abbreviation "MH", is derived from the airline’s flight code and will be the code for all its staff to live the values of Malaysian Hospitality which are genuine, efficient and progressive.
“The whole campaign not only revisits the essence of Malaysia Airlines as the national carrier of the country, but also re-emphasises to the world what the values of being a Malaysian are," Malaysia Airlines’ CEO, Izham Ismail, said.
MAB unveiled “Malaysian Hospitality Begins With Us” earlier this year in a bid to reinstate and demonstrate that it 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. M&C Saatchi, m/SIX and Society were involved in the campaign.
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.
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