Malaysia Airlines Re-launch PART 1: The Campaign Strategy

ALC314 – Advertising: Designing Desires

Melissa Thompson214164602

1) Background Research and analysis based on the issue/problem/desire

Zookoo Advertising found Malaysia airlines has experienced increased competition in the advertising field due to the decline of brand image (Harold 2013) due to previous flight accidents.

2) Target AudienceThe target audience (Parente 2006) are those aged 20 – 29 years old who wish to travel as a couple and are seeking an affordable and an airline that takes higher safety precautions. Market research revealed the best target market

(Fletcher 2010) for the campaign is those who use social media and the internet, newlyweds and/or couples, solo travellers, seasonal travellers, middle-class.

This audience perceive themselves a commodity. As can per se in social media environments. This is to target those who reflect a creation of value for the brand (Lury & Moor 2010).

3) Advertising ObjectiveThe main objective of the campaign is to confirm that flying is the safest way to travel and increased safety precautions will settle customers previous nerves. Also an emphasis on the joy of travelling after having arrived at your destination and the affordability of travelling internationally with Malaysia airlines. Helping to build confidence in our target audience to fly Malaysian. To Create a positive brand image (Fletcher 2010) among 40% of the target audience,

and have a preference among 25% of the target audience. Change perceptions of the company to the target audience. Highlight aspects of new safety precautions and affordability. Through the ends-benefits- approach, the creation of desires evoked by our target

audience should be an ethos. The target audience will me influenced by the advertisement through their self-esteem and anxieties for the need to travel.

The advertisement should provoke emotive appeals (Ridout, Michael & Fowler 2014) to entice the target audience. By providing a slice of life (Belch et.al 2014) advertisement allows the target audience to imagine themselves in the scenario which will provoke positive feelings.

Through outer directions which is the behaviour of individuals to purchase a service due to how others perceive us. Consumers will feel the need to purchase the service because they want to be perceived by others in a positive way as seen by the advertising.

4) Creative Strategy

Music: Malaysia airlines music/jingle.

Dialogue: Hi I am Dean and I will be your hostess

today. We are going to have a look at a couple’s

journey to their destination.

Mis en scene (Tumminello 2005): Stewardess located

in the foreground and inside the cabin in the

background.

(The Huffington Post Australia 2011)

Music: Piano playing slightly in the backgroundDialogue (Dean): Here is

Angela and Mike lets have a look at their journey.

Dialogue (Angela): Um is there something I can have to calm me down? I am a

bit scared of flying?Dialogue (Dean): You have got nothing to worry about

we have the best pilots and flying is the safest way

to travel.

(AirStewardess 2010) (Boardman 2015) Music: Piano playing slightly

in the backgroundDialogue (Dean): Where are

you flying today?Dialogue (Mike): We are flying to America and we can’t wait. The flight has been so smooth

and the stewardesses have been very friendly.

(The Huffington Post Australia 2011)

Music: Calm piano music playing in the background.Birds eye view of landing

destination.

(Pemberton 2015)

Dialogue (Dean): We are going to meet up with Angela

& Mike a little later.

(AirStewardess 2010) (Boardman 2015) Dialogue (stewardess) situated

in the foreground: Malaysia airlines have increased their

safety and security precautions. We now perform regular checks on pilots, ensure our engineers check their list several times over and planes are tested

before you have flown.

(Twin Cities Air Service 2015) (Boardman 2015)

Dialogue (stewardess): Now let’s see where

Angela & Mike are now.

(Anthony 2014) (Boardman 2015)

Music: Hawaiian musicAngela & Mike: Laughing

and taking selfies on the beach)

(dreamstime 2015)

(Kerjaya 2009) (Boardman 2015)

Dialogue (stewardess): How

was your stay?

Dialogue (Angela): It was fantastic!! Thanks so much to Malaysia airlines. If it wasn’t for you guys we wouldn’t be able to be here in Hawaii!

Close up: Viewers can see her relaxed face and enjoyment.

(Grey Coast Media 2015)

Dialogue (Mike): She’s right! We would be on our way back home now if it wasn’t for the affordable price of Malaysia airlines. We would fly with

them again in a heartbeat.

(Gettyimages 2015)

Music: Malaysia airlines music/ jingleVO: 10% of every ticket will be donated towards Malaysian care supporting those in poverty.Slogan below the Malaysia airlines logo: Wherever you want to go, we’ll fly you there with no worries.

(Kulkarni 2015) (Malaysia Airlines 2015)

5) Media Strategya) Television will be used because this target audience enjoy

watching reality TV shows and other programs for entertainment. The ratio for the amount of times to be used must be kept to a minimal due to the cost effectiveness.

Radio will be used on popular FM stations such as Nova, Mix 101.1 and Fox FM 101.9. Majority of people in their late 20s will listen to the radio when performing their daily tasks especially in the car. Therefore, this is an effective measure to reach our target audience. This is a good way to get to a niche audience. Will be used quite often.

Print will not be used because our target audience prefer to go online to find out information for things such as recipes, purchases, news and so on. However, some aspects of print may apply if they request direct mail and so on. Print can be costly however, here it is expected not to occur.

Media StrategyOnline media will be used because it is an effective way

to reach our target audience and introduce any new special offers and so on. This a cheap and best cost effective way to reach our audience.

Social media will be incorporated into the campaign because majority of our intended audience use these sites to interact with their friends online by showing them their travel journeys. Through our website, YouTube channel, Facebook, twitter and Instagram will be the best avenues.

Outdoor advertising will not be used because our target audience will not be looking for travel advertisements when they perform their everyday duties. Also outdoor advertising is very expensive and advertising has to be used effectively.

Media Strategy Viral Marketing will be used because our target audience enjoy the

use of social media. As viral marketing is able to reach many people especially those in our intended target audience it will be an effective way of enticing our audience. This cost effective and would be a great way to increase credibility and a positive brand image.

Promotional campaigns will be used as they are an important tool for advertising through many different platforms in tactical ways. The promotional campaign will create awareness in many areas such as direct marketing, sales promotions and so on. (Sales Promotions – Possibility for this campaign to offer a 2 for 1 deal for customers in order for couples to travel). This can be a costly expense, however is necessary for developing a positive image for the brand.

Sponsorships/endorsements will be used sparingly as they will help to create more credibility in our product. If people can associate Malaysian airlines with another trustworthy company or celebrity this would increase the likelihood of customers to fly with Malaysia airlines. This is costly although it is a great strategy to increase the credibility of the brand.

Conclusion

As has been previously mentioned the campaign strategy aims to help transform Malaysia airlines image into a brand that will be preferred by the target audience. The target audience will have a different perspective of the airline and realise they are a company that value their customers comfort and give them the capability to travel internationally at a reasonable price.