Malaysia Airlines tugs at heartstrings with CNY reunion video

Malaysia Airlines (MAB) aims to highlight the most important tradition surrounding Lunar New Year, which is the reunion of family members, in its two-and-a-half minute video titled "The Spirit of Hospitality".

The central characters of the film are played by actual MAB crew, with flight attendant Adrian showing little gestures of kindness as he waits for his sister at the airport. His sibling, played by second officer Vivian, finally arrives to meet him, and the film ends with the tagline “May the journey to your loved ones be filled with the spirit of Chinese New Year”.

Reprise Digital Malaysia and Think Tank were involved in the video, which had 3,268,250 views and 4.5k likes on YouTube at the time of writing. A social campaign will also run across Instagram, Facebook and YouTube throughout the 15 days of Lunar New Year.

MAB's group CEO Izham Ismail said the airline takes "immense pride" in ensuring its guests receive the very best of Malaysian Hospitality.

"All 13,000 of our employees including our cabin crew work very hard to ensure that every festive travels, be it going home or discovering new adventures, is done as seamlessly as possible, the MH way. This is perfectly captured in our Lunar New Year video which is centered around reunions, and gestures of kindness (Malaysian Hospitality) in making every traveler’s journey to their destination, a great one," he said.

Reprise's managing director, Stanley Clement, said the video truly highlights the importance of family values, duty and Malaysian hospitality, and the team looked at various ways to incorporate all these concepts along with the sense of reunion.

"The inspiration here was that it is very much a real life story, and our insights show us that lots of people can relate to this sense of difficulty in returning home for festive seasons due to their commitments," he added.