As a MAS Facebook fan, I was notified of their new marketing campaign, which aims to make customers think about the value they’re getting when flying with Malaysia Airlines. Judging from the response on the Facebook page, it looks like the campaign (sorta) backfired - a case of customers not always thinking at the same frequency as the marketers.

MAS was clearly taking potshots at rival AirAsia, as indirectly admitted by the Administrator in the comments. What they didn’t anticipate was most people won’t bother clicking on the external link, and so they ended up thinking that MAS was going to start charging for meals, blankets, etc. The poorly-conceived photos and description added further to the confusion.

Those who DID get it, however, criticised MAS for comparing themselves to AirAsia - admittedly, I was one. It’s perplexing that a premium, full-service airline would compare themselves with a no-frills, budget airline. Isn’t it a given that “no-frills” automatically means that you have to pay for all the additional items?

Besides, both airlines are also serving different market segments so I don’t see much point in trying to convince price-sensitive travellers to fly with MAS and vice-versa. Instead, MAS should be competing with other premium airlines like SIA, Qatar Airways and Emirates.

MAS also forgets that it was AirAsia that made flying affordable for Malaysians and forced even MAS themselves to lower ticket prices. So while one can be a loyal MAS customer, he/she would still be appreciative of AirAsia.

I wonder how the marketing agency responsible is going to explain to MAS’ management because instead of “convincing” the public that AirAsia doesn’t provide as much value, MAS ends up getting bashed by their own fans (I can almost hear Tony Fernandes laughing in the background).

Still, it isn’t all bad. At least MAS now understands how the public perceives the two airlines and got some constructive criticism out of all these, which we hope will be used to further improve and enhance their services.