Malaysia Airlines consolidates FB marketing, with help from Rally
By Digital News Asia August 22, 2013
- Exercise will help Malaysia Airlines uncover deeper customer insights and tailor localised campaigns
- Carrier gets first-hand preview of new Facebook ad products, brand and product tracking, etc
MALAYSIA Airlines has launched a single Facebook page across its 18 key markets and 16 time zones, describing it as “a global push in its social media strategy” that will also focus on localised content.
Facilitated by Rally, IPG Mediabrands' social media specialist agency, the exercise will help Malaysia Airlines uncover deeper insights into what drives travel volumes and deliver a more personalised travel experience for each market.
This ‘glocal’ approach ensures that Malaysia Airlines remains a global brand while tailoring its campaigns to the unique travelling habits of each region, IPG Mediabrands said in a statement.
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.
The Facebook page will cover markets including Malaysia, Singapore, Thailand, Indonesia, Brunei, Philippines, Vietnam, Japan, South Korea, Australia, New Zealand, India, Ireland, the United Kingdom, 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.
“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,” said Khairul Syahar Khalid (pic), Malaysia Airlines’ head of advertising and promotions.
“This is only the first step in our long journey,” he added.
Prashant Kumar, IPG Mediabrands Asia World Markets president and chief executive officer of Malaysia, claimed that the campaign 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 its global investment and approach on Facebook." He said.
Malaysia Airlines Facebook followers can now log into its Facebook page to get the latest news and updates including the best tips, deals and travel offers.
They can also participate in competitions that are local-centric and see advertisements with a localised message and flavour.
The campaign will also produce business benefits for Malaysia Airlines, IPG Mediabrand said in its statement. The carrier will get consumer insights that will help it understand the travelling habits of its frequent fliers in each region and allow it devise locally-relevant travel deals and build long term relationships.
The deal also brings Malaysia Airlines 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.
This would lead to better cost savings and less wastage on advertising, which comes with the streamlining of the pages and communication messages, IPG Mediabrand claimed.
With the launch of the global Facebook page, Malaysia Airlines has also launched a global campaign with the theme ‘Journeys are made by the people you travel with’ (first pic above).