Malaysia Airlines brings its “Time For” campaign to London’s streets

Malaysia Airlines takes its new Time For campaign to the streets of London, unveiling a fleet of branded taxis to captivate the city’s vibrant audience. 

This initiative positions Malaysia as the ultimate gateway to Asia, showcasing the nation’s warmth and cultural diversity to inspire wanderlust while strengthening its presence in a key international market like the United Kingdom.

The global campaign aims to invite global travellers to embrace the joy of travel, rediscover connections, and explore the best of Asia and beyond.

Embossed over London’s iconic black cabs, the striking campaign design reflects Malaysia Airlines’ commitment to offering world-class hospitality, seamless connectivity, and unforgettable travel experiences. 

According to Dersenish Aresandiran, chief commercial officer of airlines at the Malaysia Aviation Group (MAG): “This campaign is more than just a marketing effort; it represents a transformative approach to how we engage with our customers and the broader market – focusing on showcasing the unique value of our exceptional products and unparalleled travel experiences. By shifting the narrative to emphasise our distinctive offerings, we aim to inspire a deeper emotional connection with our brand and usher in a bold new era in our commercial marketing strategy: one that not only elevates the Malaysia Airlines brand but also strengthens our position in the market, driving sustainable growth and delivering significant value to our bottom line.”

Prelude to expansion

This unique London showcase heralds the launch of Malaysia Airlines’ strategic initiative to solidify its commercial footprint in the European market, transitioning beyond price-driven messaging to establish itself as a premier global airline. 

As part of its efforts, the airline plans to roll out consumer activation and partnership campaigns throughout the year, including exciting flight giveaways, underscoring its dedication to elevate the travel experience for its customers.

A key anchor of the showcase is the focus on Malaysia Airlines’ acclaimed ‘Bonus Side Trip’ product, reaffirming its commitment to offering enriching travel opportunities to passengers. 

This unique offer allows passengers to enjoy complimentary domestic return flights between Kuala Lumpur and one of seven diverse Malaysian destinations, with only applicable taxes to pay. 

The product provides an opportunity for travellers to explore the cultural and natural beauty of Malaysia on either the outbound or return leg of their journey. 

The strategic placement of the messaging seeks to educate UK travellers about this distinctive stopover option while reinforcing Malaysia Airlines’ commercial footprint in the market.