New MAS branding campaign revisits the airline's heart and soul

SEPANG: In an effort to boost its present recognition of services and hospitality, national carrier Malaysian Airlines launched its newly refurbished Golden Lounge at the Kuala Lumpur International Airport, here, today.

Malaysia Airlines' group CEO Capt Izham Ismail said the move which is part of its latest campaign dubbed "Malaysian Hospitality Begins With Us" revisits the essence of the airline as the national carrier of the country.

"Malaysian Hospitality has been synonymous with Malaysia Airlines since way back. We had won the World's Best Cabin Staff Award by Skytrax nine out of 11 times since 2001," he said.

The introduction of the campaign will see the airline release a new TV commercial in the coming weeks, in print advertisements and outdoors as well as across all social media platforms.

"Malaysian Hospitality encompasses all aspects of customer experience which and has already been reflected in its products and services including the newly refurbished lounge in KLIA, various digital innovations, new wide-body aircraft and the introduction of the latest Best of Malaysia menu on-board.

"We were accorded as a 5-star airline also by Skytrax merely five years ago in 2013 and 2012, which proves that we have the foundation to take our brand back to where it was before, in fact even better," he said during his speech at the Golden Lounge, KLIA, here, today.

Having served as the CEO for 112 days so far, Izham said Malaysian Airlines has seen its On-Time Performance improving and its technical dispatch reliability now at almost 100%, exceeding the carrier's internal target.

"Our revenue per average seat kilometre also showed great improvement, recording the highest passenger yield for the fiscal year 2017.

"We have also expanded its network to China with four new routes including Nanjing and Haikou, resumed flights into Surabaya which attracts the umrah and haji traffic," he said.

Malaysian Airlines, he added has also increased its frequencies to Seoul and will resume the Brisbane route in June.