Malaysia Airlines International Launches Ad Campaign 'Going Beyond Expectations'

Malaysia Airlines launched its biggest advertising campaign in 5 years yesterday, Wednesday 18th September.

Themed 'Going beyond expectations' the advertisements, across television and print will be shown in 17 markets around the world.

"With the improving outlook in the international travel industry, we felt that this is the perfect time to launch our new campaign and global strategy," said Malaysia Airlines Senior General Manager (Sales Distribution & Marketing), Ahmad Fuaad Dahlan.

The aim of the campaign will be to inform passengers worldwide about the new products and services offered by the national airline.

"It will also highlight our promise of "Going beyond expectations'. In the highly competitive airline industry, we can't just meet customer expectations. We need to exceed them.

"This is a promise we'll be making to all our customers from around the world," he said.

According to Ahmad Fuaad, there will be a total of seven television commercials and 18 print ads.

"There'll be six short TV commercials and one that is 60 seconds long. Each of the short commercials will focus on a particular service or aspect of the airline, while the 60 second commercial will give an overall view," he said.

The commercials will showcase the airline's complimentary helicopter pick-up service for First Class passengers in London and Paris, passenger-to passenger linked interactive games onboard, and a chef service at the KL International Airport Golden Lounge.

Other subjects covered include the World's Best Cabin Staff Award won by the airline this year, the state-of-art Audio Video On Demand (AVOD) system onboard, and the Best Business Airline in Asia awards won over the last three years.

"Not many people know about these services and awards. Not even Malaysians. We felt that it was time we informed our customers about these," he said.

"In addition to that, we'll be expanding our range of services. For example, we're already looking at introducing the complimentary helicopter service for First Class passengers to more destinations," he added.

According to Ahmad Fuaad, the advertisements will be sent out in batches to all major markets over the next three months.

"We're getting a lot of input from our offices around the world. Our people there are providing us with useful local insights so that we can improve our services even further, " he added.

Currently, Malaysia Airlines' network covers 106 destinations across six continents.