Malaysia Aviation Group Archives

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.”

Kuching, Malaysia – The Sarawak Tourism Board (STB) and Malaysia Aviation Group (MAG) inked a Memorandum of Understanding (MoU), starting off a three-year partnership aimed at promoting tourism in Sarawak.

STB and MAG intend to work together on projects that will strengthen collaboration and boost the country’s tourism industry, especially by drawing in foreign visitors. The Memorandum of Understanding also restated the state government’s commitment to promoting Sarawak as a top vacation destination worldwide.

Sharzede Salleh Askor, the chief executive officer of STB, signed on behalf of the company, while Ahmad Luqman Mohd Azmi, the CEO of MAG Airlines, represented the company.

According to Dato Sri Abdu Karim, the combined efforts aim to strengthen and cooperate with both parties’ existing tourism marketing initiatives, with the goal of drawing more than 35.6 million tourists to Malaysia by 2026.

Speaking about the partnership, Dato Sebastian Ting, Deputy Tourism, Creative Industry and Performing Arts minister, said, “This MoU addresses a key area in our pursuit to promote tourism in Sarawak. It aims to jointly explore and implement activities using services by MAG for mutual benefit.”

Meanwhile, Dato Sri Abdul Karim, Creative Industry and Performing Arts minister, stated, “This partnership aligns seamlessly with our ambitious goal for Visit Malaysia Year 2026. With this MoU, we are embarking on a journey to explore and implement various activities designed to promote tourism to Sarawak. Using the services and reach of Malaysia Airlines, we will develop and execute these initiatives on an annual basis, ensuring they are continually reviewed and refined. This partnership represents a strategic and forward-thinking approach to achieving our tourism objectives, enhancing our global appeal, and firmly positioning Sarawak as a top destination for travellers worldwide.”

Furthermore, Sharzede Salleh Askor, said, “We also have trade fairs and consumer shows that we are working with as well as collaboration with airlines to bring in key opinion leaders (KOLs), familiarisation trips and so forth. Our domestic sales are still in good numbers, but we are very happy that the reach is further this year where we will also have visitors from all 10 Asean member countries including Laos, Cambodia and Indonesia. The numbers are picking up and we are confident of a very good show with a good number of turnouts at RWMF 2024.”

Kuala Lumpur, Malaysia – The Malaysia Aviation Group Bhd (MAG) has signed a memorandum of understanding (MoU) with Tourism Malaysia to form a three-year cooperation aimed at increasing the country’s visitor arrival targets.

The memorandum of understanding will open the door for the creation and implementation of a three-year partnership program in key foreign markets. This is more than a leisure passenger initiative; it also includes transit passengers and meetings, incentives, conferences, and exhibits (MICE). Furthermore, the collaboration will function as the foundation for Malaysia Airlines’ Bonus Side Trip (BST) program, which grants travellers a free journey to a domestic location on the Malaysia Airlines network.

The country’s Visit Malaysia Year 2026 (VMY2026) program aims to generate target receipts of RM147.1 billion, of which 35.6 million tourists are expected to arrive. Malaysia hopes to welcome 27.3 million tourists this year, with a RM102.7 billion tourism budget.

Speaking about the partnership, Ahmad Luqman Mohd Azmi, MAG chief executive officer of airlines, said, “We look forward working with Tourism Malaysia, leveraging our strengths as a national carrier and aviation hub to pursue sustainable traffic growth in an increasingly competitive landscape.”

He added, “With our strong network and track record of working with partners through trade and consumer initiatives, we’re well-placed to support the nation’s tourism ambitions. This partnership reinforces MAG’s commitment to supporting the goals of Visit Malaysia Year 2026 (VMY2026) through positioning Malaysia as the gateway for Asia and beyond.”

Meanwhile, Manoharan Periasamy, Tourism Malaysia Director-General, said, “More joint activities are planned, including familiarisation trips to Malaysia, marketing promotional activities, and advertising campaigns to feature Malaysia as a preferred holiday destination on the global stage.”

Kuala Lumpur, Malaysia – Malaysia Aviation Group, the parent company of several aviation brands including Malaysia Airlines, has released its first-ever group Hari Raya film paying a heartfelt tribute to the people who are responsible for making air travel safe–on air and on the ground.

The film features a Malaysia Airlines stewardess who receives a written poem from an elderly woman passenger who is on the same flight she is working with. The passenger, who is set to return home for the Raya festivities, can be heard reading out the poem, centred around the message of paying respects to those who are always in service, and also adding that ‘only the strong can put others before themselves’.

For MAG, the Raya film aims to express their sincere gratitude towards people not only within their organisation, but also those who work in the service industry for their dedication and hard work during the Hari Raya holidays.

“We understand that during festive periods such as this, many would prefer to be with their own families yet they remain committed to ensure that our customers are prioritised. This commitment has been the foundation for us as the national carrier, and throughout the years we realise we have promoted a sense of family among staff, so while we may not be with our respective families, we are still able to foster the spirit of family within the organisation,” MAG stated.

The campaign was conceptualised in-house by its group branding team, and brought to life by Reservoir Production. In an exclusive conversation with MAG’s group branding team by MARKETECH APAC, they stated that they wanted a story that not only embodies their values and the Ramadan spirit, but also their sincerest gratitude for the people who work tirelessly, the sacrifices they make and commitment they demonstrate, especially during the holidays.

“Ensuring that this brand film reflected our core values and teachings during Ramadan wasn’t difficult to do because of our organisation’s culture beliefs. One of our tenets—people are our true north—remind us that our people are the soul and strength of our organisation, and this sense of community and togetherness is a big part of Ramadan. We knew that there was no more authentic way to display this than with imagery and a message that showcased the camaraderie and traditions that we experience not only as an organisation but also as a community of Muslims and Malaysians by extension,” the team told MARKETECH APAC.

When asked why their first MAG Raya film centred on the crew’s story, MAG told MARKETECH APAC that they not only wanted to feature their staff simply but also including those behind the scenes maintaining the aircraft to ensure its safety and airworthiness, as well as those at the airport and tarmac to ensure that their passengers and cargo safely arrive at the respective destinations.

“We wanted our people, the soul and strength of our organisation, to be reminded that not only do we recognise their service (during the holidays in particular when it’s especially difficult not getting to spend time with loved ones) but we’re so very thankful for their hand in making sure that we are able to deliver Malaysian Hospitality to our guests so they are able to be reunited with their families for the festive celebration,” the team stated.

They also added, “And what’s interesting is that Malaysian Hospitality is not only extended to our guests, but also among the MAG family where we have built this sense of togetherness and assurance that while we may be away from our loved ones, we are still able to celebrate Hari Raya with our MAG family.”

Lau Yin May, group chief customer experience officer at Malaysia Aviation Group also told MARKETECH APAC, “It was very exciting to get to create our very first Raya brand film. From conceptualizing the film to shooting it, it was quite the experience. I think the best part for all the Malaysia Aviation Group (MAG) staff involved was being able to meet colleagues across the different entities within the Group that they otherwise would never have met. With some 12,000 odd people working at MAG, you don’t get the opportunity to meet everyone in the company. The making of this film gave us the opportunity to get better acquainted with each other, and also to discover our very own talents. We’re definitely looking forward to working on more brand films like this so that we get to foster a stronger spirit of teamwork and further strengthen the bonds and connections within MAG.”