CASE STUDY: MAS engages travel enthusiasts

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.