Kuala Lumpur, Malaysia – Malaysia Airlines has kicked off the new year with the launch of its global ‘Time For’ marketing campaign, encouraging travelers worldwide to embrace the thrill of exploration and make 2025 a year filled with unforgettable adventures. This initiative seeks to inspire people to delve into new experiences, immerse themselves in rich cultural landscapes, and create lasting memories with every trip. 

Positioned as the premier gateway to Asia and beyond, Malaysia Airlines offers outstanding travel experiences underpinned by its signature Malaysian Hospitality. The campaign also highlights Malaysia’s global appeal through initiatives like tram advertising in Melbourne and branded taxis and buses across the UK. 

These efforts support the ‘Visit Malaysia’ 2026 initiative, presenting the nation’s vibrant charm to a worldwide audience.

As part of the ‘Time for’ campaign, Malaysia Airlines is introducing a global sale offering discounts of up to 20% on fares to more than 60 destinations. The promotion runs until 22 January 2025, providing passengers with the opportunity to access a range of services, including personalised onboard dining through the ‘Chef on Call’ menu, premium amenity kits, and the newly launched MH Young Explorers Club, which caters to families traveling with children. This includes features such as priority check-in, family boarding privileges, and kids’ menus, along with activity packs for young travelers.

Dersenish Aresandiran, chief commercial officer of airlines at Malaysia Aviation Group, said, “Our “Time For” marketing campaign is more than just a celebration of travel; it’s an invitation for the world to discover Malaysia and connect to the best of Asia and beyond. Malaysia Airlines is committed to positioning Malaysia as the ultimate gateway to this vibrant region while showcasing the warmth and diversity of our culture.”

He added, “With curated offerings such as our Best of Asia and Chef-on-Call menus and thoughtfully designed in-flight experiences, we’re setting a new standard for memorable journeys that truly embody Malaysian Hospitality. There’s never been a better time to travel with Malaysia Airlines.”

Kuala Lumpur, Malaysia – Marketing transformation agency GrowthOps Asia and martech company Anchora have joined forces to complete three significant projects for Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines and FlyFirefly. These projects have improved MAG’s marketing capabilities, enabling a more personalised and data-driven customer experience.

Under the direction of Ivan Gan, digital transformation senior manager, and Sambhav Jain, director of martech at Anchora, the collaboration focused on unifying customer data, migrating to advanced marketing platforms, and streamlining marketing automation.

The partnership implemented the Adobe Real-Time Customer Data Platform (RT-CDP) for MAG, consolidating data from sources such as loyalty programs, CRM systems, booking portals, e-commerce platforms, third-party platforms, websites and mobile apps. This integration eliminated data silos across applications within the organisation, providing a comprehensive view of each customer.

Moreover, the partnership also led one of the first migrations to Adobe Campaign Managed Cloud (ACMC) v8 for MAG. Despite the complexity of the transition, close collaboration with Adobe and MAG ensured a smooth migration.

The third project completed by the partnership was the successful migration of Firefly from Insider to Adobe Campaign Managed Cloud, ensuring continuity in marketing campaigns. This migration streamlined MAG’s marketing technology stack and enabled Firefly to utilise ACC’s advanced capabilities.

“Our goal was to ensure MAG could deliver targeted campaigns based on comprehensive customer insights. By unifying their data, we enabled MAG to execute personalised campaigns seamlessly across channels, which is already paying dividends in terms of efficiency and accuracy for their marketing team,” Jain said.

Clarence Lee, group chief digital officer at MAG, commented, “The collaboration has significantly advanced our digital capabilities, enabling us to better understand and engage with our customers, thereby driving long-term business success. The successful delivery of these projects underscores our commitment to innovation and strategic digital transformation.”

Simon Dale, vice president for Asia at Adobe said, “Today, travellers across the world demand seamless and tailored experiences across multiple touchpoints, whether digital or over the counter. At Adobe, we’re proud to enable Malaysia Aviation Group in their mission of delivering hyper-personalized and real-time travel experiences through Adobe Experience Cloud and Real-Time Customer Data Platform. It is exciting to see this collaboration lead the way for the industry on digital transformation and standout traveller experiences.”

Luke Evans, founder of Anchora, concludes, “Partnering with Malaysia Aviation Group on these three projects has been a pivotal experience for Anchora. These initiatives highlight our commitment to leveraging advanced martech solutions to drive customer engagement and business growth. Working closely with MAG and GrowthOps Asia has underscored the importance of collaboration in navigating complex technological transitions and achieving impactful results.”

These projects illustrate Anchora’s commitment to leveraging martech solutions to enhance business potential. Through this partnership, MAG is now positioned to offer a more unified and enriched customer experience, fostering greater customer engagement and loyalty.

Tng Boon Keong, regional head of consulting for GrowthOps Asia, stated, “By leveraging the strengths of GrowthOps Asia and Anchora, we have significantly enhanced our martech infrastructure offering. This collaboration has empowered us to execute complex marketing initiatives with greater precision and effectiveness, ultimately driving better results for Malaysia Aviation Group and enriching our customer experience.”

Malaysia Malaysia Airlines and the international technology company Google have formed a partnership to promote Malaysia’s growth as a prime tourism destination while also driving digital advancement in the aviation industry.

Expanding on its commitment to promoting Malaysia as a core hub for international travellers, the dynamic relationship marks Malaysia Airlines’ drive towards digitising its commercial advancement to promote growth and demand from important markets. 

The partnership intends to support continued development and innovation in a number of product areas, such as Google Pay, Google Flights, and AI-driven marketing solutions. They may develop a comprehensive ecosystem with a client experience as the top priority for this endeavour.

The airline also hopes to use creative solutions to propel its growth and marketing tactics, positioning it for major network expansion plans this year, as travel demand is expected to approach pre-pandemic levels.

Malaysia Airlines aims to increase the reach, relevancy, and return on investment of its marketing initiatives in the very competitive travel market by utilising Google’s AI-powered Performance Max. 

Speaking about the partnership, Dersenish Aresandiran, Malaysia Aviation Group (Airlines) chief commercial officer, said, “By harnessing the power of Google’s technology innovation and expertise, we are confident that we can unlock new opportunities, elevate the travel experience, and strengthen Malaysia’s position as a leading tourism hub in the region, aligning with the government’s vision for Visit Malaysia Year 2026 (VMY2026).” 

Meanwhile, Farhan Qureshi, Google Malaysia, Pakistan and Frontier Markets managing director, said, “Malaysia’s tourism sector is poised for significant growth, and Google is committed to supporting Malaysia Airlines in capitalising on this opportunity. By teaming up with Google, Malaysia Airlines intends to harness cutting-edge artificial intelligence (AI) and digital technologies to enhance its commercial operations, streamline processes and provide tailored experiences to travellers.”

Kuala Lumpur, Malaysia – Malaysia Airlines and Mandarin Oriental Kuala Lumpur have joined forces to take guests on a delectable journey that celebrates Malaysia’s diverse culture and cuisine through a curated menu exclusively available at all the airline’s Golden Lounges in KL International Airport, Terminal 1.

This was released in conjunction with the recently concluded National Day and Malaysia Day celebrations.

From 30 August to 1 September and from 15 to 17 September, passengers at the Golden Lounge Satellite, Golden Lounge Regional and Golden Lounge Domestic will have the opportunity to savour a diverse menu featuring authentic Malay, Chinese and Indian cuisines, which captures the essence of Malaysia’s rich and diverse culture heritage.

“Kuala Lumpur has become an icon in the city for its culinary excellence, often enlisting world-class chefs with unparalleled culinary expertise, spanning across seven innovative outlets featuring an array of different cuisines,” Malaysia Airlines said in a press statement.

They added, “With this collaboration, the chefs of Mandarin Oriental share their expertise to bring the best of cuisine to KLIA, resulting in exceptional dishes that can elevate the dining experience of customers in the Golden Lounge.” 

Malaysia Malaysia Airlines has appointed Juliana Chua as its new head of brand, strategy, and creative. Chua shared the announcement on a personal LinkedIn update.

Chua brings with her more than 20 years of experience in marketing and advertising, working with media, creative, and event agencies. In her last stint, she was with mattress company Sonno as head of marketing.

In addition, she also headed the brand and marketing of technology solutions provider Vettons. She has also worked with Kuala Lumpur Pavilion as its general manager of brand and marketing. Moreover, she also assumed the general manager position of branding agency Ignite.

Her other notable roles include being the business director and head of activation at advertising agency TBWA Kuala Lumpur, brand manager and planning director at media agency Zenith Media, and senior account manager at media investment company GroupM.

Malaysia – The global head of marketing of Malaysia Airlines, Waikuan Wong, will now have a more dedicated focus on the airline’s flagship airline business. Wong takes in a new role with the official position, Head of Airlines Global Marketing. The announcement was made via a LinkedIn post by Wong.

In the new role, she will be responsible for the direct channel commercial and overall marketing for Malaysia Airlines, Firefly, and Maswings of Malaysia Aviation Group’s businesses. 

Wong was previously the airline’s global head of marketing, where she handled its branding, strategic partnership, and overall digital commercial and revenue performance, amongst others.

Prior to joining Malaysia Airlines, Wong was also the senior vice president of group marketing at the leisure, travel and tourism company Themed Attractions Resorts & Hotels Sdn. Bhd. She also held the assistant VP of branding role at Maybank for about three years.

Wong will also be speaking at MARKETECH APAC’s upcoming ‘What’s NEXT 2023: Marketing in Asia Pacific’ conference, where she will be discussing about how CMOs build a ‘dream team’.

Singapore — Full-suite payments platform 2C2P has announced its regional collaboration with hoolah, Asian Buy Now Pay Later (BNPL) provider. The partnership enables 2C2P to offer hoolah’s service to merchants in Singapore, Malaysia and Hong Kong, and extend to new markets through 2022.

Through 2C2P’s comprehensive payments platform, merchants can seamlessly provide hoolah’s BNPL payment option at checkout for consumers to split purchases into three monthly interest-free repayments. Jointly, 2C2P and hoolah will help merchants boost their order size and reach more millennial and Generation Z customers who favour BNPL payment methods.

Aung Kyaw Moe, CEO and founder of 2C2P, said, “This partnership with hoolah bolsters our continuous effort to build an integrated payment solution that will help businesses securely accept payments across all channels to reach different customer segments and capitalise on the e-commerce boom. Our goal at 2C2P is to ensure that we constantly innovate to meet evolving business and consumer needs.”

Simultaneously, Arvin Singh, CEO and co-founder of hoolah, commented, “With more consumers looking for a flexible, transparent, and highly personalised way of paying online, our partnership with 2C2P will empower merchants and enhance BNPL adoption in the region. 2C2P’s expertise in payments acceptance in Asia is a great complement to the hoolah ecosystem, and we’re excited to embark on this journey to support merchants and take their businesses to greater heights.”

hoolah was recently added as a BNPL payment option by Malaysia Airlines and parent Malaysia Aviation Group’s travel and lifestyle platform, Journify.

Lau Yin May, group chief marketing and customer experience officer of Malaysia Airlines, shared that they are committed to offering safe and seamless end-to-end travel experiences for their customers and paying for their trip is part of the experience.

“We are delighted to work with hoolah and 2C2P to offer flexible payment choices to our customers so they can continue to Fly Confidently and shop seamlessly at Journify while enjoying interest-free BNPL convenience,” May said.

According to an IDC report commissioned by 2C2P, BNPL will rise from 1 per cent to 5 per cent of the total e-commerce payments in Southeast Asia by 2025 and become a key payment method shaping the region’s digital commerce landscape.

Kuala Lumpur, Malaysia – As part of Malaysia Airlines’ commitment to supporting the development of homegrown talent in sports, the flag carrier airline and the Malaysian Football League (MFL) have signed a Memorandum of Understanding (MoU) to mark their partnership in supporting the country’s football sporting field.

With the new partnership, Malaysia Airlines will be the official airline partner for MFL, providing safe and seamless air travel for the delegates competing in domestic professional tournaments under MFL, including Liga Super, Liga Premier, and Piala Malaysia, as well as Piala FA, and Piala Sumbangsih. The airline will also team up with MFL to support its activities, including local and international conferences, and football clinics.

Moreover, the partnership entails leveraging the extensive organisational network of the Malaysia Aviation Group (MAG), the parent company of Malaysia Airlines. It will also see joint campaigns, branding, and events with Firefly, MASwings, MHholidays, and Enrich.

Izham Ismail, MAG’s group chief executive officer, commented that he is certain that this symbiotic relationship between Malaysia Airlines and MFL will be a boon to football enthusiasts across the nation, uniting fans with their favourite teams, especially supporters from East Malaysia, who can now enjoy more matches held in the peninsular, and vice versa, through our seamless connectivity and increased flight frequency.

“As the official airline for MFL and its celebrated professional competitions, Malaysia Airlines commits to providing seamless connectivity and safe travels for members of the MFL and football fans alike,” said Ismail.

Meanwhile, Stuart Ramalingam, MFL’s chief executive officer, believes that the partnership with Malaysia Airlines symbolises two brands – the national carrier and the nation’s biggest football association – coming together to elevate the standard of the Malaysian football scene to greater heights, in line with the national agenda.

“We are delighted to welcome our national carrier to Liga Malaysia. With the new season and fixtures scheduled for the year, members of the Malaysian football fraternity and fans who seek to travel across the country can take advantage of Malaysia Airlines’ increased frequencies, especially from Sabah and Sarawak,” said Ramalingam.

Just recently, Malaysia Airlines has also inked an MoU with Johor Darul Ta’zim Football Club (JDTFC) to mark their partnership which will be committed to elevating the local football scene ‘to the highest level’.

Johor Bahru, Malaysia Malaysia Airlines Berhad (MAB) and Johor Darul Ta’zim Football Club (JDTFC) has recently inked a Memorandum of Understanding (MoU) to mark their partnership which will be committed to elevating the local football scene “to the highest level.”

With the partnership, Malaysia Airlines will be exclusively designated as the official airline partner for JDTFC, flying the team to games across Malaysia and in representing the country internationally; besides cobranding opportunities in merchandising rights and customer engagement via experiential experiences.

Captain Izham of MAB commented that there is obvious synergy between Malaysia Airlines and JDTFC as both brands represent Malaysia on an international stage and both strive to provide world-class hospitality. 

“Our partnership will give us a platform to further build on each other’s strengths and we are very excited to begin this journey with our new partner who continues to be the pioneer in Malaysian football, break records and prove that a Malaysian football club can be attractive to internationally renowned partners,” said Captain Izham.

Under the MoU, Malaysia Airlines and JDTFC will also unlock their shared visions in elevating Malaysia’s football scene through a collaboration of ideas in branding and hospitality, domestically and internationally. The airline also said that consumers can expect more engaging collaborations as the airline seeks to create Johor as its key hub, connecting the state directly with East Malaysia.

HRH Tunku Ismail Ibni Sultan Ibrahim, owner of JDTFC, also commented, “There are very few Malaysian brands that have such a global reach as Malaysia Airlines and I think it is a big statement for such a brand to see JDT as a partner that can match their aspirations. I believe we will certainly live up to the standards expected of such a partnership and we will keep improving to ensure that we remain an attractive and valuable partner. 

Kuala Lumpur, Malaysia – As Malaysia ramps up its vaccination efforts, airlines have been preparing themselves to aid customers on their travel plans across the nation this year with the launch of different travel passes. 

Last March, airasia has released its ASEAN unlimited pass, and this time Malaysia Airlines has also jumped in with the latest ‘MHflypass’. 

‘MHflypass’ is a product that offers the option to secure customers’ travels for the year at an affordable price. It aims to extend ‘value-for-flights’ to customers, enabling them to purchase flight coupons at a fixed attractive price that gives them full flexibility, convenience, and control over their spending for the flights.

The ‘MHflypass’ is subdivided into three convenient options for passengers based on their destination origin, allowing them to choose the zone that matches their travel needs best. The Zone 1 option allows passengers to fly from Peninsular Malaysia destinations to Kuala Lumpur and vice versa, as well as flights between destinations within Sabah and Sarawak, while Zone 2 option offers passengers the opportunity to fly to Kuala Lumpur from destinations in Sabah and Sarawak, alongside flights between destinations within Peninsular Malaysia, with a connection through Kuala Lumpur. And lastly, Zone 3 option allows passengers to fly from Sabah and Sarawak to Peninsular Malaysia destinations, with a connection in Kuala Lumpur.

Each set of ‘MHflypass’ comes with six flight coupons, equivalent to the option of three return or six one-way flights, to destinations across Malaysia throughout a period of one year, at only RM699. Early birds can grab the ‘MHflypass’ at a promotional price as low as RM499 for the domestic pass, valid for purchase until 2 May 2021 for all-year-round travel dates in 2021 and beyond.

Furthermore, the members of the airline’s frequent flyer program Enrich who will purchase the ‘MHflypass’ can receive 50% bonus points upon purchase, which can be used to redeem amazing promotions with Enrich brand partners or for discounts or free travel.

“We have created this new product to spur domestic travel and to make it more attractive for our passengers to catch up on all the traveling they have missed, and at the same time, assuring them the peace of mind to fly with us with our #FlyConfidently measures put in place,” said Lau Yin May, the group chief marketing and customer experience officer of Malaysia Airlines.

On 16 April 2021, Malaysia Airlines has also announced the extension of rebooking travel flexibility that offers passengers a longer ticket validity with a one-time fare difference and service fee waiver, following the prolonged travel restrictions imposed by countries and interstate travel for domestic destinations.