Malaysia Airlines last week kicked off its new brand campaign themed ‘Malaysian Hospitality Begins With Us’, which aims to give its guests “a unique end to end experience with warm, genuine, and efficient service from the heart …”
“We are re-emphasising to the world that ‘Malaysian Hospitality Begins with Us’. Embracing that we represent the traditions of Malaysia combined with the promise of the future,” is how Malaysia Airlines group CEO Izham Ismail explained the concept.
The rebranding launch starts with new products and services that will enhance customer experience including its newly refurbished Golden Lounge in the KL International Airport (KLIA), an enhanced website, a mobile app, the newly acquired Airbus 350-900 XWB aircraft with WiFi on board (the first for Malaysia Airlines) and the introduction of the latest ‘Best of Malaysia’ menu.
The national carrier currently has two Airbus A350-900 XWB aircraft delivered in November and December last year, out of the six leased to the airline by Air Lease Corporation. The aircraft started flying on the London Heathrow-Kuala Lumpur route beginning January 15. The other four are expected to be delivered later this year.
In the coming weeks Malaysia Airlines will release a new TV commercial, print and outdoor ad, as well as passing the message across all social media platforms. The campaign will also expand beyond Malaysia.
Izham Ismail (centre) at the rebranding campaign’s launch (Image credit: Malaysia Airlines)
Izham said the human touch was also a vital to the rebranding. The airline has started training over 300 frontline staff in service excellence “to ensure the Malaysian Hospitality is part of their DNA.”
The innovations and rebranding are part of the 12-point MAS Recovery Plan launched in August 2014 by the airline’s owner, Khazanah Nasional Bhd, “to return the carrier to sustained profitability and revive Malaysia’s national flag-carrier”.
The appointment of Izham to group CEO to replace Peter Bellew was also part of the plan, “which provides for the development and succession of Malaysian leadership talent.” This was accelerated due to the sudden resignation of Bellew in October last year to rejoin Irish carrier Ryanair. As the former COO, Izham has been integral to the airline’s ongoing turnaround effort.
The company is confident the MRP is on track and on schedule, while acknowledging there is still a lot of work to do and is working very hard on the turnaround, reveals Izham.
Malaysia Airlines reported a year-on-year (YoY) yield improvement in the fourth quarter ended 31 December 2017 despite overcapacity for both international and domestic sectors. Revenue per Available Seat kilometre (RASK) also saw a growth of 2% YoY. (Read full financial report).
As reported in Bernama, Malaysia’s national news agency, the company expects to see very slow growth of about 3-4% in the next two years. “Only if Malaysia Airlines successfully turns around will it grow slightly more rapidly at 4-5%,” Izham was quoted as saying in the report.
And that’s what the national carrier hopes the new brand campaign will help it achieve.
• Featured image(Malaysia Airlines Airbus A350-900 XWB): Malaysia Airlines Facebook page
