The communications strategy was encapsulated in one word, advocacy. We filled an information void with constant updates, strategic interviews and a stream of positive news, and encouraged respected experts, travel trade and Government officials and media outlets to champion the brand. We secured Malaysia-connected celebrities as airline partners - TV cook/presenter, Poh Ling Yeow, and tennis star, Nick Kyrgios, whose mother is proudly Malaysian, and leveraged their involvement through creative, integrated campaigns spanning multiple touch points.
While it is still early days with more exciting initiatives to come, passenger numbers for the region are now ahead of what they were immediately prior to the twin tragedies, with an Australian Government report noting a 7.8% increase in passengers in February 2015 compared to the previous year. This is an outstanding outcome in a fiercely competitive market.
7.8%increase in passengers compared to month before MH370
700+positive news stories in the first 6 months
80+social posts by media and ambassadors
215,000+views of Poh’s ‘Destination KL’ videos