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Malaysia Airlines and Rally Break New Ground On Facebook

Operating from one single Facebook URL, the global strategy is aimed at meeting the rise in Rally Logodemand for localized content from the airline’s key markets.

Facilitated by Rally, IPG Mediabrand’s social media specialist agency, the exercise will help Malaysia Airlines uncover deeper insights on what drives travel volumes and deliver a more personalized travel experience for each market.

MAS LogoThis “glocal” approach ensures that Malaysia Airlines remains a global brand while tailoring its campaigns to the unique travelling habits of each region. It also brings Malaysia Airlines the convenience of managing one global community so the airline can focus its efforts and streamline its resources, while increasing the effectiveness of its marketing strategy.

Khairul Syahar Khalid, Malaysia Airlines’ Head of Advertising & Promotions said, “We aim to unleash the full potential of digital in driving our story while championing the position of a truly global airline that engages its customers on a personal level to serve them better.” He added, “This is only the first step in our long journey.”

Prashant Kumar, IPG Mediabrands Asia World Markets president and CEO of Malaysia said that the initiative is seen as a bold step forward for smart media investment and the airline industry as a whole. The campaign also signifies a sign of the maturity and measurability of the social media scene in the country.

“Malaysia Airlines has steadily reinvented its marketing economics to accelerate the future, and we all know that the future is social. We are very excited to help Malaysia Airlines with their their global investment and approach on Facebook.” Kumar said.

Engaging global customers on a local level

  • Malaysia Airlines Facebook followers can now log into Malaysia Airlines Facebook page to get the latest news and updates including the best tips, deals and travel offers.
  • Fans can participate in competitions that are local centric and see advertisements with a localised message and flavor.
  • The global Facebook page will cover markets including Malaysia, Singapore, Thailand, Indonesia, Brunei, Philippines, Vietnam, Japan, South Korea, Australia, New Zealand, India, Ireland, UK, France, Netherlands and Germany. Other countries will be assigned to the Global page.
  • The timelines will operate in local languages like English, Bahasa Malaysia, Mandarin, French, German, Dutch, Japanese, Bahasa Indonesia and Korean.

Benefits of the global deal

  • Consumer insights that will help MAS understand the travelling habits of its frequent fliers in each region to devise locally relevant travel deals and build long term relationships.
  • The deal brings MAS a first-hand preview of new Facebook ad products before any other clients in Malaysia, monthly work-in-progress reports, brand and product tracking and consumer insights polls.
  • Better cost savings and less wastage on advertising, which comes with the streamlining of the pages and communication messages.

Launching global campaign: Journeys are made by the people you travel with

  • With the launch of the global Facebook page, Malaysia Airlines has initiated a global campaign: Journeys are made by the people you travel with.
  • The campaign is about how everyone is on a journey and how Malaysia Airlines can help take that first step to start a journey.
  • To execute these local campaigns successfully and keep the timelines updated, all 17 countries will have dedicated social media teams in charge of content development.
  • This will ensure timely, fresh content every day which is seen as key to build strong lasting relationships with customers which will then have a positive impact on the bottom line.
Source: IPG Mediabrands,