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Firefly launches livery in line with Visit Malaysia 2020

Firefly launches livery in line with Visit Malaysia 2020

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Malaysia’s premium short-haul airline Firefly has collaborated with Tourism Malaysia to launch its Firefly Discovery livery for Visit Malaysia Year (VMY) 2020. The year-long VMY 2020 campaign involves the showcase of VMY 2020 logo on all Firefly's aircraft exteriors, as well as various state’s tourism products in some aircraft's interior overhead compartments and meal trays.

According to a press release, the aesthetic artwork for this campaign is expected to provide visibility of VMY 2020 and promote Malaysia to the domestic and ASEAN market. The visuals focus on Firefly’s direction for 2020- Firefly Discovery- which consists of 6 pillars, namely "See It", "Hear It", "Sense It", "Feel It", "Touch It", and "Taste It". The pillars aim to connect consumers to Malaysia's places, entertainment, local products, and food.

Firefly branding manager, Khoo Sian Chun said the inspiration behind the campaign is "speed, energy, curiosity and adventure", and that it wants to align with Visit Malaysia 2020 (VM2020) to reflect Malaysia's local culture. Khoo added that the campaign hopes to convey the message to "discover the undiscovered of Malaysia". The colour of the livery’s design incorporates warm shades of red and orange to represent Firefly’s Discovery, and cool tones of blue and green for VM2020. The colours were selected to create a visually balanced look and feel, as well as to create a strong brand connection and image recall for passengers. A spokesperson told A+M that it hopes to use attractive visuals and colours to make the destinations look real and entice more people to go discover them.

According to Datuk Musa Yusof, director general of Tourism Malaysia, the campaign is also one of Tourism Malaysia's strategies to address the COVID-19 outbreak. "It is hoped that through the policies and programs of the government, coupled with private sector initiatives and offers, [the campaign] will be supported at the consumer level," he said, adding that Malaysians can use this benefit to travel locally.

In conjunction the launch, Firefly is offering travel package promotions throughout the year. Firefly CEO, Philip See, said it is pleased to be involved in VMY 2020. "Domestic travel is the new way of travel as many Millennials and foodies prefer travelling locally to experience our national culture and diverse cuisine. We trust that with this launch, it will certainly help fulfil the government’s agenda to stimulate growth in tourist visits through tourism," he added. Firefly's spokesperson also said to A+M that it will have more collaborations in the future with potential tourism and corporate partners to highlight initiatives such as medical tourism, be-like locals’ packages, eco-tourism, attractions, food, adventures and shopping.

The shifted focus to domestic travel in Malaysia comes after the Ministry of Tourism, Arts and Culture (MOTAC) witnessed a significant drop in the number of tourists coming from the China after the Wuhan coronavirus outbreak. Besides boosting its domestic travels, MOTAC is also reportedly looking to venture into new markets such as European countries, Australia, Middle East, Central Asia, Russia and East Asia.

Read more:
Singapore and Malaysia tourism boards outline plans amidst coronavirus crisis
Tourism Malaysia eyes Millennials with digital initiatives for Visit Malaysia 2020
Tourism Malaysia partners Xiaomi to further boost Visit Malaysia 2020 initiative

 

 

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