benchmark report
airline marketing
here, there, everywhere MALAYSIA AIRLINES Recently new Malaysia Airlines CEO Peter Bellow claimed that the airline was about to undergo “aviation’s greatest turnaround.” Par t of that includes a more aggressive marketing push . In July, the airline ran a campaign targeted at members of its ‘Enrich’ frequent flyer programme called “Wo Ai Ni” , which offered 50% off flights to China. More recently however, Malaysia Airlines pushed out a two-day promotion aimed at everyone called “Here, There, Everywhere” on seats to selected destinations, including London, Hong Kong and Perth . The promotion is a fairly straight-forward and tried and tested tactic, namely a flash sale. This is used by airlines worldwide with
OCT 2016 ISSUE
notable examples being JetBlue Southwest Airlines and Norwegian
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However often when star ting out again after a period of inactivity it is impor tant to get the basics right, and the very fact that Malaysia Airlines is running marketing campaigns is getting attention as a statement of intent. For example, Here, there and everywhere got significant amounts of media coverage in the Malaysian press including in the Malay Mail , The Star and The New Straits Times . What counts off course are the results, and the airline claims that its renewed marketing push is already seeing a significant 10-20x return on its investment .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
