Malaysia Airlines and digital branding agency Bonsey Jaden have collaborated to showcase the local hospitality that sets Malaysia apart as a must-experience travel destination in Southeast Asia. The newly launched Malaysian hospitality campaign, dubbed MH3.0, is aimed at revitalising awareness for Malaysia Airlines as a .beloved travel brand by calling to mind its highly regarded standard of service.

This partnership with Malaysia Airlines began in April of this year, where Bonsey Jaden was tasked with breathing new life into their latest brand awareness effort. Most notably, the focal point of this initiative was to leverage on the intrinsic inclination for hospitality in both the country as a whole, as well as Malaysia Airlines’ brand ethos. The campaign weaves together the tradition of hospitality within the brand with a creatively fresh and meaningful approach–a true testament to Bonsey Jaden’s reputation for innovative storytelling and expertise in brand building through powerful insights and strategy.

Group chief marketing and customer experience officer, Lau Yin May commented, “Being the national carrier, Malaysia Airlines takes pride in bringing our unique delivery of Malaysian Hospitality. We do this by treating our customers with the utmost care, not as passengers but as guests to our home. 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.

‘This is Malaysian Hospitality’ is what uniquely defines us as a nation, not just as an airline. While we embrace the future of Malaysia, we must not forget the values of the past, stemming from our rich heritage and traditions that resonate well with anyone from all around the world. We realise that it is innate in us and naturally exudes itself even when no one is looking. We hope that as we transcend this hospitality culture from generation to generation, everyone we meet is proud to be Malaysian and demonstrate this hospitality.

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.”

“We are very excited to be partnering with Malaysia Airlines and Directors Think Tank on this campaign,” says Daniel Posavac, co-founder and CEO of Bonsey Jaden. “From the very beginning the passion our teams have shown for bringing Malaysian Hospitality to life has been inspiring, and I am very proud of the work we have developed!”

The campaign has culminated in the release of a heartwarming video. Opening with a scene depicting children playing outdoors before panning to elderly uncles drinking their coffee, it takes viewers on the lifelong  journey that creates the culture of Malaysian hospitality. While that aspect of the national identity in itself may be difficult to define, one poignant moment towards the end of the two-minute runtime speaks of it as their motivation “to be at our best, even when no one is watching.”

This effort comes in the wake of Malaysia relaxing their mask mandate in most places, barring medical facilities and public transport. As it has become clear that the country has fully embraced the endemic stage of COVID-19, Malaysia Airlines looked to redefine its trademark qualities in a way that is better suited to the post-pandemic era, while regaining the affection and affinity that people feel towards travelling.