Malaysia Airlines puts nostalgic spin to Malaysian hospitality

Malaysia Airlines' (MAB) new campaign, MH3.0, aims to showcase the local hospitality that sets Malaysia apart as a must-experience travel destination in Southeast Asia. Done together with Bonsey Jaden, the airline also seeks to revitalise awareness of MAB as a beloved travel brand by calling to mind its highly regarded standard of service.  

Opening with a scene depicting children playing outdoors before panning to elderly uncles drinking their coffee, the video takes viewers on a journey that creates the culture of Malaysian hospitality. From the different snapshots of Malaysian life to the thoughtful selection of diverse faces, every detail was taken into account to help fully capture the airline's vision, with the help of production company Directors Think Tank.

The slow-motion action allows the audience to zoom in on each individual person and moment that contributes to building that uniquely Malaysian philosophy. The colour treatment of the video draws on warmer tones to evoke a sense of timelessness and nostalgia; driving home the truth that Malaysians’ welcoming nature does not exist from one isolated moment, but on the series of experiences that they have from childhood through to old age.

MAB began working with Bonsey Jaden in April this year. The focal point of the partnership was to leverage the intrinsic inclination for hospitality in both the country as a whole, as well as MAB’s brand ethos.

“MH 3.0 is the third iteration of a series of Malaysian Hospitality brand initiatives that began in 2018, and we are taking it to the next level with this latest campaign, which was creatively produced in collaboration with Bonsey Jaden. As customers continue to be our centre of gravity, now is the moment for us to be on top of our service delivery, emanating the very core of Malaysian Hospitality culture to all our stakeholders, partners and customers, especially when the world is transitioning towards the new normal, ” Lau Yin May, group chief marketing and customer experience officer, said.

Earlier this year, the airline showcased Malaysian Hospitality through its star-studded in-flight safety video titled "Satu, Dua, Tiga, Jom!", which mixed Malaysian arts, culture and music with aviation safety. The in-flight video begins with a backdrop of harmonic tunes as its cabin crew and Malaysian performance artists, draped in Malaysia’s traditional baju kebaya, welcome passengers to watch a safety demonstration video.

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