Fantastic branding campaign in my opinion.My friend was laughing at the rhetoric of the whole slogan but I think it's a good start. Imagine how many people were laughing when SIA came up with the whole idea of the SIA girl and hospitality. In the end, it still worked out right?
This creative use of their airline code capitalises on one strong aspect of Malaysian culture- the hospitality. I can't say this for everywhere in Malaysia but I've had a few experiences - being invited to a wedding in Kelantan, a Miri taxi driver bringing us to his family stall for cheap Sarawak kolo mee. If others have such experiences too, the whole MH idea is going to work.
Definitely it's beyond just the advertisements. Other than the slightly old aircraft I took, the whole vision could be realised if the cabin crew and check-in staff all buy-in into the idea of being hosts rather than service crew.
MAS has improved its food presentation too. The food came in such a beautiful box that I wondered whether it would be re-used. Many other passengers also chose to keep the box. It's such small things that make an impression at times. Brought back home, it also serves as word-of-mouth advertising. They've also started a Golden Lounge for business class and above passengers and other passenger friendly features - linkIt's a wonderful start with a campaign. I hope it succeeds in implementation.
Some links with background and reasons for the branding:
No comments:
Post a Comment