Racheal Lee
Jul 4, 2011

CASE STUDY: MAS engages travel enthusiasts

Out There Media launched the Malaysia Airlines (MAS) Global Sale Campaign in Malaysia, to engage subscribers who had indicated ‘travel’ as a category of interest.

CASE STUDY: MAS engages travel enthusiasts

Background
The MAS Global Sale Campaign was conducted in November 2010 in Malaysia. It aimed to reach subscribers aged between 25 and 40, who had indicated ‘travel’ as a category of interest.

Aim
It was to promote offers to domestic and international destinations – Hong Kong, Bangkok and London, valid from 8 to 15 November 2010 – and to promote offers to international destinations.

Execution
The agency engaged target audiences by SMS, asking them to choose a favourite destination. After they replied, they received an SMS indicating the promotional fare for their choice destination as well as the Malaysia Airlines website for information and booking.

Results
Achieving a 21.5% response rate, this campaign surpassed the average performance benchmark of 8% in similar campaigns. The high engagement rate directed greater awareness to the competitive fares offered and the main website.

Related Articles

Just Published

11 hours ago

Edelman global revenue falls 3.7% to $1.04 billion ...

The independent agency’s performance was impacted by a 9.1% decrease in the US, while Asia-Pacific rose by 1.7%, with Korea, India and Singapore all posting gains.

12 hours ago

Google incorporates Gemini into Performance Max

The roll-out of Performance Max's enhanced generative AI capabilities will begin in the US in March in English, expanding globally thereafter.

12 hours ago

Women to Watch Greater China 2024: Amanda Ma, ...

Ma’s deep understanding of the Chinese market and its nuances, and the ability to unify and inspire diverse functional teams are instrumental in her holistic strategy to develop talent effectively.

13 hours ago

Looking back, looking forward: Tze Kiat Tan, BBDO Asia

In a fresh series, APAC adland CEOs share their hopes and fears for the year ahead and reflect on 2023. In this edition, we chat with Tze Kiat Tan, CEO of BBDO Asia.