Crush, the advertising arm of the TNBT network, won the project in July following a three-way pitch. The six-week campaign, comprising print and TV, rolls out this month.
Leading the drive is a 90-second TVC, titled ‘Independence’, themed to tie in the importance of air travel with Malaysia’s growth. According to Karthi Palanisamy, Crush MD, the TVC was created to resemble a nostalgic mini-epic.
“We want the ad to remind Malaysians how far we have come. Also, as Malaysia Airports has been fairly quiet in terms of brand presence, this ad will be the launch pad for a more prominent presence and its future rebranding plans,” said Palanisamy.
The TVC, produced by RGB Productions, opens with scenes of the type of transport used during the days before independence — wooden boats, bicycles, horse carriages and trishaws. Then, these modes of transport were inconvenient for long distance travel.
However, after the airport was built, people were able to travel the world. Images of travellers greeting loved ones or saying their farewells at the airport lend an “emotional” touch to the ad, noted Palanisamy.
Malaysia Airports operates and manages the 39 international and domestic airports in the country, including KL International Airport.