The national airline reported a net profit of RM851 million (US$266 million) last year - the highest ever in its 60-year history following a revamp of its operations in 2005, when it faced bankruptcy after losing RM1 billion (US$292 million).
According to MD Idris Jala, MAS will focus on “profitable growth” in 2008 as part of its five-year business turnaround plan, which enters into its second phase.
Ogilvy & Mather, which developed the airline’s latest campaign, first previewed the ‘Malaysian hospitality’ idea among the airline’s staff in January 2007 before launching it full-scale last month.
David Mayo, VP of advertising, Ogilvy & Mather Asia-Pacific, said: “This campaign coincides with the second year of the airline’s successful business turnaround plan. There are five things airlines can touch on: destination, cost, safety, quality of the fleet and hospitality.
“The outward perception of MAS is not clearly defined, so this campaign gives them a clear definition among the airline industry and their staff. MAS did its research and decided to focus on hospitality - something it could deliver and thrive on to differentiate itself from other airlines or local low-cost carriers.”
At the fore of the communications’ launch is the central idea of how the airline’s code - MH - stands for ‘Malay-sian hospitality’, representing its commitment to passengers. “The airline code, MH, will never change, so our campaign idea is a play on the letters and what it symbolises. The big idea that ‘MH’ equals Malaysian hospitality is a belief; it’s in the airline’s fabric and in everything it does - emails, at the airports, the directors’ speeches,” said Mayo.
Other artwork depicts the aircrew of the carrier promoting values such as diversity, heritage and genuineness.
The ads’ copy tells how passengers can ‘spot a smile from a mile away’ and how ‘The fastest route from Shanghai to Kuala Lumpur is via understanding’.
Concurrently, a TV spot has been produced to feature satisfied passengers giving testimonies of the airline’s service.
In December 2006, Ogilvy fought off BBDO, JWT and TBWA-ISC to land the MAS business, while MindShare triumphed over Carat and ZenithOptimedia.
The airline is currently holding a multi-agency pitch for its digital business, held by incumbent Arc Worldwide Malaysia.
