Malaysia
Airlines
Leo Burnett was appointed the advertising
agency for Malaysia Airlines in 2001.
At that time, it had an image of a small
regional carrier due to the lack of
an integrated branding communications
plan. No one knew of its outstanding
capabilities nor was it an airline of
choice in our top targets’ (business
traveler) mind.
However, research had shown that 90%
of first timers who traveled on Malaysia
Airlines claimed that they would fly
with Malaysia Airlines again.
Our job was to turn Malaysia Airlines’
image into a world-class airline.
What we did
We created integrated campaigns wrapped
around a believable and deliverable
idea with the total commitment of the
client- Malaysia Airlines- Going beyond
expectations.
It meant that we had to show that Malaysia
Airlines has what the best have to offer
and more, through communicating the
airline’s vast network of destinations,
the frequency of flights to those destinations,
the service it offered, etc. And all
this in a modern, sophisticated and
world-class tone and manner.
To ensure global brand consistency,
all strategic planning and creative
work begins and ends here, in our Kuala
Lumpur office. A local airline with
a global vision, working hand-in-hand
with a global agency holding strong
belief about local insights.
The results
Today, Malaysia Airlines holds its head
up high, right amongst its competitors
in the top 10 of best international
airlines. |
