MALAYSIAN AIRLINES ON THE GO ! ! !

Hello everyone, I am back with my marketing focused research and blogging on Malaysian Airlines. This time I am goingto talk about the branding of Malaysian Airlines, which is MH-Malaysian Hospitality. Malaysian hospitality-MH is Malaysian Airline's latest marketing and publicity campaign, which has earned enormous acceptance in the airlines industry and traveling world. It has elevated the effort that Malaysian Airline has been putting on for a long time to position it in a new and elegant place in the airline industry. Now let us talk about the emergence of MH-Malaysian Hospitality as Malaysian Airline's unique marketing technique.

Malaysia Airlines' branding and publicity efforts have revolved primarily around flight crew, unlike most other airlines which tend to emphasize aircraft and an extensive route network. Malaysia Airlines uses its flight attendants to promote the airline. This branding strategy seeks to portray cabin crews of Malaysia Airlines as representative of Malaysian hospitality and friendliness. During the late 1990s to year 2007, Malaysia Airlines has been using the Going Beyond Expectations slogan to brand itself internationally by heavily promoting its service excellence. With the rollout of the Business Transformation Plan in 2008, the CEO of Malaysia Airlines rejected the idea of using MH's network or certain other features as its new branding strategy. Instead, the new branding strategy slogan is MH is Malaysian Hospitality, to emphasize the hospitality of its cabin crew instead of the airline's extensive network and its premium cabin and economy class cabin products.

The airline runs a training program for cabin and flight crew to ensure that the Malaysia Airlines brand experience is delivered correctly. The airline's repute, and the resulting prestige of the job, has allowed it to be highly selective during its recruitment process. Of every thousand candidates who go for interviews, only 50 or 60 are chosen. So it is clearly seen that Malaysian Airline has not just only put MH as a marketing or branding strategy but also has taken care of the elegance to be retained as promised.

In my next blog I am going to talk about a little more on this topic, till then it is bye from Tanvir.