Malaysia Airlines soars into KidZania Singapore as official airline partner

Malaysia Airlines is partnering with children's edutainment park KidZania Singapore as its official airline partner. This partnership comes as KidZania Singapore reopens after four years. It also marks the airlines' first major marketing initiative since 2019. 

As part of the partnership, Malaysia Airlines will brand the existing plane within KidZania's cityscape. It will also see fresh and intriguing programmes aimed at exposing children to air travel's nuances and career paths within the airline industry. 

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By integrating real-life scenarios and professions within KidZania's fun-filled environment, Malaysia Airlines seeks to introduce children to various aspects of aviation, such as piloting, cabin crew responsibilities, and ground handling.  

This alliance symbolises a shared vision between two prominent brands in providing enriching life experiences for children and youths in Singapore and beyond, said the release. 

"We are delighted that an esteemed brand such as Malaysia Airlines sees the potential in the KidZania project and recognises how it can play a vital role in introducing young minds to career possibilities within the aviation sector. We believe this will inspire them to form ambitions of their own," said founder and executive chairman of Sim Leisure Group, Sim Choo Kheng.

"This alliance complements our commitment to offering children holistic, engaging and experiential learning sessions. The integration of Malaysia Airlines into our eduplay city will offer children insights into the aviation world, shaping their understanding of the industry and nurturing their interests," added Sim. 

Ahmad Luqman Mohd Azmi, chief executive officer, airlines, Malaysia Aviation Group added: "By sharing insights and empowering children to pursue their passions, we are committed to challenging stereotypes within the aviation industry and encouraging exploration of diverse job roles, fostering inclusivity and diversity from an early age." 

Through this partnership, Malaysia Aviation Group aims to cultivate an appreciation for both the diverse and shared cultures between Singapore and Malaysia among children, added Ahmad. 

Ahmad also said the aviation group will continue to dedicate its efforts toward curating experiences and offerings that cater to its diverse and global audience. 

This includes the extension of Malaysia Airlines’ award-winning loyalty programme, Enrich, to children aged 2 – 12 years old via Enrich Junior. This enables them to enjoy a myriad of travel benefits and lifestyle privileges. 

MARKETING-INTERACTIVE has reached out to KidZania Singapore for more information.  

Prior to this, KidZania Singapore ceased its operations in 2020 due to the Circuit Breaker measures and other social restrictions during the COVID-19 pandemic. 

In a Facebook post posted in 2020, the company thanked its customers for "joining and helping to build a billion memories". It added that it had the joy of entertaining and educating one million kids. 

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