Kuala Lumpur, Malaysia – Malaysia Aviation Group, the parent company of several aviation brands including Malaysia Airlines, has released its first-ever group Hari Raya film paying a heartfelt tribute to the people who are responsible for making air travel safe–on air and on the ground.
The film features a Malaysia Airlines stewardess who receives a written poem from an elderly woman passenger who is on the same flight she is working with. The passenger, who is set to return home for the Raya festivities, can be heard reading out the poem, centred around the message of paying respects to those who are always in service, and also adding that ‘only the strong can put others before themselves’.
For MAG, the Raya film aims to express their sincere gratitude towards people not only within their organisation, but also those who work in the service industry for their dedication and hard work during the Hari Raya holidays.
“We understand that during festive periods such as this, many would prefer to be with their own families yet they remain committed to ensure that our customers are prioritised. This commitment has been the foundation for us as the national carrier, and throughout the years we realise we have promoted a sense of family among staff, so while we may not be with our respective families, we are still able to foster the spirit of family within the organisation,” MAG stated.
The campaign was conceptualised in-house by its group branding team, and brought to life by Reservoir Production. In an exclusive conversation with MAG’s group branding team by MARKETECH APAC, they stated that they wanted a story that not only embodies their values and the Ramadan spirit, but also their sincerest gratitude for the people who work tirelessly, the sacrifices they make and commitment they demonstrate, especially during the holidays.
“Ensuring that this brand film reflected our core values and teachings during Ramadan wasn’t difficult to do because of our organisation’s culture beliefs. One of our tenets—people are our true north—remind us that our people are the soul and strength of our organisation, and this sense of community and togetherness is a big part of Ramadan. We knew that there was no more authentic way to display this than with imagery and a message that showcased the camaraderie and traditions that we experience not only as an organisation but also as a community of Muslims and Malaysians by extension,” the team told MARKETECH APAC.
When asked why their first MAG Raya film centred on the crew’s story, MAG told MARKETECH APAC that they not only wanted to feature their staff simply but also including those behind the scenes maintaining the aircraft to ensure its safety and airworthiness, as well as those at the airport and tarmac to ensure that their passengers and cargo safely arrive at the respective destinations.
“We wanted our people, the soul and strength of our organisation, to be reminded that not only do we recognise their service (during the holidays in particular when it’s especially difficult not getting to spend time with loved ones) but we’re so very thankful for their hand in making sure that we are able to deliver Malaysian Hospitality to our guests so they are able to be reunited with their families for the festive celebration,” the team stated.
They also added, “And what’s interesting is that Malaysian Hospitality is not only extended to our guests, but also among the MAG family where we have built this sense of togetherness and assurance that while we may be away from our loved ones, we are still able to celebrate Hari Raya with our MAG family.”
Lau Yin May, group chief customer experience officer at Malaysia Aviation Group also told MARKETECH APAC, “It was very exciting to get to create our very first Raya brand film. From conceptualizing the film to shooting it, it was quite the experience. I think the best part for all the Malaysia Aviation Group (MAG) staff involved was being able to meet colleagues across the different entities within the Group that they otherwise would never have met. With some 12,000 odd people working at MAG, you don’t get the opportunity to meet everyone in the company. The making of this film gave us the opportunity to get better acquainted with each other, and also to discover our very own talents. We’re definitely looking forward to working on more brand films like this so that we get to foster a stronger spirit of teamwork and further strengthen the bonds and connections within MAG.”
