Malaysia Airlines reviewing brand in wake of double disaster

Malaysia Airlines logoMalaysia Airlines could change in its name as part of a major brand rethink in the wake of two disasters in the space of six months.

The news emerged from the airline’s commercial director Hugh Dunleavy in an interview with Britain’s Sunday Telegraph newspaper in which he said MAS was undergoing a strategic review looking at “creating an airline fit for purpose in what is a new era for us.”

The carrier is believed to be looking at changing its name and completely rebranding its fleet and advertising assets after the MH17 and MH370 catastrophes ravaged confidence in the government-back brand.

Dunleavy said in the interview: “Our majority shareholder, the Malaysian government, has already started a process of assessing the future shape of our business and that process will now be speeded up as a result of MH17.”

“There are several options on the table but all involve creating an airline fit for purpose in what is a new era for us, and other airlines,” he said.

Dunleavy added that despite the “tragic loss” of both aircraft, the airline would eventually “emerge stronger”.

The most recent campaign from Malaysia Airlines was the Ogilvy-created ‘Journeys are made by the people you travel with’ brand work, that ran in Southeast Asia, China and Europe.


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