The ancient adage goes “the journey of a thousand miles begins with one single step.” I looked into the marketing strategies of Malaysia Airlines (MAS) over the past two weeks. This month’s tragedy, regardless of location and status of MAS Flight 370, has touched the lives of two hundred thirty nine individuals. The lost Boeing airplane has captivated cable news channels and audiences since the early morning hours it vanished. The human – and world – hope is for life but surely this has damaged and disrupted families in the very least of descriptions.
A 2012 campaign, commercial of Malaysia Airlines titled “journeys are made by the people you travel with” is both powerful and persuasive. I have included the in this post. Everyone in the ad is carrying luggage. The ad will no doubt be one of the most creative you have seen lately! All sorts of people (all ethnic backgrounds represented) with suitcases, large and small, where ever they are. Birthday parties, bowling allies (while bowling), and yes, swimming pools (yes, while swimming!). This is one smart ad campaign, please take a look.
“We believe that life is a journey, and we are all travelers” are remarkable words and can serve as international sentiments. With the visual aids of actual luggage at the heart of the message for MAS, those with hearing impairments will completely understand the marketing message. MAS kept it simple but striking to the viewer. Authors Chip Heath and Dan Heath in their best-selling book, Made to Stick (2007), would have advised a similar strategy to the global company. The ad is professional and emotional, with world-wide, cross-continent cultures and implications (Heath, 2007). “Journeys” is highly memorable and exceptionally long-lasting in its impact (Heath, 2007).
Do you believe this theme and ad would work for local airline carriers and partners across the United States? Think of the business routes, trips between Texas cities and the West Coast. Reflecting on perhaps, the hundreds of thousands of commuters between eastern seaboard hubs of Boston, DC, Philadelphia and NYC? Would this be effective advertising to both businessperson and a private sector company?
Heath, C. & Heath, D. (2007). Made to stick: why some ideas die and others survive. Random House.