MALAYSIAN AIRLINES - JOURNEYS

In mid-June, Malaysian Airlines, one of only 7 five-star airlines in the world, launched a global 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, Europe and China, is the first major brand campaign in recent years. Cognisant that a brand cannot be built on one campaign alone, Malaysia Airlines found it absolutely critical that they first establish what the brand stands for.

Brought to life via a combination of media including a TV commercial to tell the brand story, combined with strong print ads featuring brand and product messages will cater specifically to different consumer segments. These are supported by outdoor

media that establishes the brand’s presence and digital activation for consumers to engage with the brand .

The second step was to instigate adoption. “The core brand message was reinforced with messages of product excellence and to make it personal – we created a platform that allowed people to share the stories of their journeys.” It got the message out on Facebook, creating digital postcards, and users got to tag the people they have shared the journey with ‘Journey’ Inspired competitions .

Currently totalling 882,463 Facebook fans, 221,220 Twitter followers, 176,913 on Google Plus and 7.153 million views on its YouTube channel .The social element was designed to double the percentage of sales that happened online.