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Malaysia Airlines love story video attempts to reposition the brand


Malaysia Airlines (MAS) released a new promotional video this week called #lundangtonewcastle. Reeling from twin disasters that severely damaged the brand, MAS is honing in on a touching love story to reposition itself as the airline that gets people home.

Lundang to Newcastle is a love story between a UK-born Malaysian in London and a girl from Kota Bharu, Kelantan. It’s an 8-minute short story narrated through interviews with their friends and family who tell the story about their love across thousands of miles.

“Each day, Malaysia Airlines flies an average of 45,000 guests, many of whom fly MH from various parts of the world to Malaysia. Most importantly, MH flies our fellow Malaysians home. With Malaysia Airlines, you're home even when you're away," the video says.

Uploaded on 24 May, it now has close to 300,000 views on YouTube.

It’s the latest airline trying to cash in on a positive social media viral campaign to boost its popularity.

Air New Zealand is probably the best at this. It now has a reputation for it’s quirky safety videos released every year. Some videos featured Betty White and this one has Richard Summons doing disco aerobics.

Their latest safety video has been a huge hit since its 13 May release, with more than 13 million hits already. The video partners with some of the world’s top pro surfers, including Gabriel Medina, Mick Fanning, Laird Hamilton and Alana Blanchard, and shows the top surfing spots from around the globe. It's visually stunning.

 

That comes after a successful #airnzhobbit safety video all the way from Middle-earth, which has garnered 14.5 million hits since its October 2014 release.

 

Virgin America’s 2013 safety video, which has 10 million views, feels like an episode of Glee that just won't end. It’s five minutes long, features America’s Got Talent-style singing and dancing, a nun and a contortionist.

 

And who can forget Cebu Pacific’s live safety demonstration video to Lady Gaga from 2010? It has 11 million hits and counting.