Marketing Featured Southeast Asia

Juliana Chua named as new head of brand, strategy, and creative of Malaysia Airlines

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.

Marketing Featured Southeast Asia

Malaysia Airlines’ Waikuan Wong to now focus on heading the global marketing of airline business

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’.

Platforms Featured Southeast Asia

2C2P taps hoolah to enable seamless BNPL integration for SG, MY, & HK merchants

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.

Marketing Featured Southeast Asia

Malaysia Airlines, MFL partner to support football sporting field

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’.

Marketing Featured Southeast Asia

Malaysia Airlines ties with Johor pro football club to elevate sport’s presence

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. 

Marketing Featured Southeast Asia

Malaysia Airlines offers ‘worry-free’ travel in 2021 with new ‘MHflypass’

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.

Marketing Featured Southeast Asia

Malaysia Airlines launches handcrafted creations by employees on e-retail store

Kuala Lumpur, IndonesiaAs a way to encourage employees’ entrepreneurial spirit, Malaysia Airlines has launched MHartisans, an avenue for the airline employees to produce and sell their own handcrafted items through the airline’s flagship e-retail store, ‘Temptations’.

MHartisans is created to encourage employees to transform their hobbies and passion into income-generating projects during this pandemic for the aviation industry. To celebrate its launch, the airline will debut an exclusive line of dolls and memorabilia by two of its talented cabin crew.

The products were a memorabilia, including sticker sets, keychains, and protective mask folders, while also another one created by its own is an exclusive line of dolls are dressed in traditional Iban costumes that are worn during important ceremonies and festivals by the Ibans, which consists of three dolls, namely the ‘Sarawak doll’, ‘Sabah doll’, and ‘Kebaya Girl doll’. 

The ‘Kebaya Girl’ is dressed in Malaysia Airlines’ kebaya and styled according to the grooming standards of Malaysia Airlines, which includes the classic French twist hairstyle. The kebaya is hand-sewn from the actual fabric of Malaysia Airlines’ cabin crew uniform.

Group Chief Marketing and Customer Experience Officer of Malaysia Airlines, Lau Yin May, commented that this new initiative is an opportunity to support their colleagues, allowing them to feature Malaysian-made products which embody the nation’s cultures and heritage. She hopes that these products will instill national pride and love for Malaysia amongst the airline’s loyal customers, saying that the handicrafts will make an exciting and unique gift for friends and family to rekindle the love for Malaysia. 

 “We are thrilled to launch this fantastic line-up of handmade creations by Malaysia Airlines’ employees. With MHartisans, we now have a platform for our internal homegrown talents to showcase their innovations and nurture their entrepreneurial spirit,” added May.

MHartisans is open to all airline employees and will continue to feature more exclusive MH merchandise designed by them. 

Malaysia Airlines has also launched other initiatives focusing on increasing engagement among its employees. MHhomecooks, a special segment on its YouTube channel features its employees cooking Malaysian local favorite dishes, such as Laksa Johor Ikan Parang, Paratha with Kirti, and Nasi Hujan Panas.

Marketing Featured Southeast Asia

Malaysia Airlines brings premium inflight cabin experience to customers via online merch

Kuala Lumpur, Malaysia – The global pandemic has significantly affected air travel and with restrictions still in effect, Malaysia Airlines has decided to bring its inflight cabin experience to its customers’ doorsteps, making the exclusive premium inflight products available at the airlines’ flagship e-retail store Temptations.

The airline’s flagship e-retail store offers customers the flexibility to shop for Malaysian Hospitality (MH) merchandise and duty-free items from the comfort of their homes, with delivery of products available around the world.

Through Temptations, the airline’s patrons can now purchase exclusive pajamas set, amenity kit and duvet, that were only available onboard to its premium passengers.

Malaysia Airlines’ exclusive inflight products includes the Business Suite amenity kit, which is made in partnership with London-based handcrafted luxury leather goods brand, Aspinal, and is available for sale at RM99. It contains an impressive array of travel essentials, such as PAYOT’s skin and body range that includes the Lip Balm and the luxe Hand and Body Lotion.

Meanwhile, its dual-tone Business Class duvet is priced at RM110. It is made from a blend of cotton and polyester featuring the airline’s iconic Wau Bulan, a snuggle buddy for customers during travel. The airline will also be bringing to Temptations its premium and limited-edition Business Suite Pajamas Set at RM119. The set comes with a zip-up top, pants, eye mask, as well as socks, and slippers packed in a reusable tote bag.

Group Chief Marketing and Customer Experience Officer of Malaysia Airlines Lau Yin May commented that they are delighted to offer their exclusive Malaysia Airlines’ Business Suite and Business Class merchandise online in the pursuit of bringing the Malaysian Hospitality experience closer to the customers.

“Everyone from all walks of life who miss flying with us will now have a chance to re-create their flying experience with our best cabin merchandise at home. Rest assured that these items are all new and ready stocks. We hope that by making these signature items available, our customers can reminisce their happy memories of flying with us as we look forward to welcoming them on board for their Fly Malaysia experience again soon,” said Lau.

Platforms Featured Southeast Asia

Malaysia Airlines’ Enrich launches RebateMango-powered shopping platform

Kuala Lumpur, Malaysia – Enrich, the frequent flyer programme of Malaysia Airlines, has launched an online shopping platform called Enrich Shoppe, powered by cashback platform RebateMango.

Enrich Shoppe allows Enrich members in Malaysia, Singapore, Thailand and the Philippines to earn Enrich Miles for purchases from over 500 famous e-commerce brands such as Tumi, Sephora, Michael Kors, Watsons, JD Sports, Uniqlo, Cotton On to name a few.

Furthermore, the platform does not only provide them with scale in-retailer offerings but also significant cost-savings in human resources to manage an online shopping platform. For every USD1 spent on Enrich Shoppe, members can earn up to 10X Enrich Miles, which will be then used to redeem for flights, hotel stays via Enrich Hotels and Temptations’ inflight duty-free products, as well as a variety of lifestyle vouchers, exclusive dining vouchers or add more comfort to their next travel by redeeming them for seat upgrades and Golden Lounge Access.

“Online shopping has become the better alternative these days, especially now in light of the current restrictions and the second phase of the movement control order in Malaysia, hence we embarked on this collaboration with RebateMango to meet customers’ preferences,” said Malaysia Airlines’ group chief marketing & customer experience officer Lau Yin May.

She added, “This partnership is a great opportunity for customers to enjoy a safe and seamless shopping experience with their favourite brands from the comfort of home and to be rewarded with Enrich Miles for the four (4) million Enrich members when they shop with Enrich Shoppe. As we continue to provide more options and flexibility to earn Enrich Miles, we believe this latest addition will be rewarding for our members.”

Meanwhile, Paul Koh, the co-founder of RebateMango, said: “Once again, we are able to integrate a valuable partner in the rewards space and enhance their offering to members in a cost-effective and non-tech-heavy way. We are delighted to launch with Malaysia Airlines and look forward to their members being able to earn more Enrich Miles whenever they shop online.”

Enrich members who use the Enrich Shoppe platform are also entitled to earn Double Enrich Miles from 8 January to 28 February 2021.

Marketing Featured Southeast Asia

Malaysia Airlines launches ‘Trips and Tours’ feature on booking platform

Kuala Lumpur, Malaysia – MHholidays, the tour operating arm of Malaysia Airlines, has launched a new product, “Trips and Tours”, an offering of a wide selection of activities, attractions, and experiences in addition to the existing flights and hotel packages.

The new product features more than 40,000 selections of travel experiences worldwide. These include trips, concerts, attractions, museums, and excursions across 1,000 international and domestic cities within and beyond the airline’s network. 

“Trips and Tours” is in support of the Malaysian government’s initiative of reviving domestic travel and tourism sectors. Through the government’s “Green Travel Bubble Initiative”, there are now over 100 new activities and attractions on offer across 12 domestic cities Malaysia Airlines flies to.

“The introduction of Trips and Tours further builds on MHholidays’ aim of making travel seamless by providing an all-in-one travel booking experience leveraging technology. Currently, MHholidays packages are only available for MH operated flights, and we are working towards expanding it to include Firefly codeshare flights in 2021. In line with our Fly Malaysia campaign, the MHholidays’ Trips and Tours highlights the amazing attractions we have across our nation while playing our part to support the revival of domestic tourism travel by curating safe, secure, and amazing experiences for all our customers,” said Malaysia Airlines’ Group Chief Marketing and Customer Experience Officer Lau Yin May.

The product is now on offer on the MHholidays’ official website or through Malaysia Airlines’ official mobile, available on download at the Google Play Store or at the App Store.