Background
The MAS Global Sale Campaign was conducted in November 2010 in Malaysia. It aimed to reach subscribers aged between 25 and 40, who had indicated ‘travel’ as a category of interest.
Aim
It was to promote offers to domestic and international destinations – Hong Kong, Bangkok and London, valid from 8 to 15 November 2010 – and to promote offers to international destinations.
Execution
The agency engaged target audiences by SMS, asking them to choose a favourite destination. After they replied, they received an SMS indicating the promotional fare for their choice destination as well as the Malaysia Airlines website for information and booking.
Results
Achieving a 21.5% response rate, this campaign surpassed the average performance benchmark of 8% in similar campaigns. The high engagement rate directed greater awareness to the competitive fares offered and the main website.
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