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Malaysia Airlines’ Struggle to Move Ahead with Big Data and Social Media

Excerpt from Web In Travel

Jul 28, 2013 10:02 am

As an idea, the message of “journeys” is not new in travel. How many times have we heard the phrase, “It’s about the journey, not the destination”? And the idea of putting magic back into the journey is also not new – I recall Singapore Airlines playing with the idea of putting the romance back into air travel, with the main image recall I have of the Singapore Girl putting a blanket over some male passenger sitting in first class.

So Malaysia Airlines’ “Journeys” campaign, which promises “Journeys are made by the people you travel with” with the intention of elevating travel with MAS beyond a commodity into an experience with an emotional connection is certainly no breakthrough idea.

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