Crossman Comms Wins PR Gong For Helping Rebuild Malaysia Airline’s Trust


Sydney-based PR, social and experiential agency, Crossman Communications, has added another trophy to its slew of awards taking out the Brand Development Campaign of the Year (Service) category in the PRWeek Awards Asia 2015 for its work to rebuild trust in Malaysia Airlines across Australia and New Zealand.

Following twin tragedies in 2014, and with a restructure in progress, the full-service international carrier needed to improve bookings immediately and re-boot its growth program in the medium term. Crossman crafted a strategy of ‘advocacy’ which included securing Australia’s favourite Malaysia-connected celebrities as airline partners – MasterChef favourite and TV cook/presenter, Poh Ling Yeow, and rising world tennis star Nick Kyrgios whose mother is proudly Malaysian.

Initial results are favourable with passenger numbers in and out of Australia in February 7.8 percent ahead of the same period in 2014 according to the Australian Government’s International Airline Activity report, while sales in New Zealand in the first quarter of 2015 were up 31 percent on the previous year.

CEO of Crossman Communications, Jackie Crossman, said the consultancy is proud to be helping to rebuild Malaysia Airlines’ reputation as a world-class airline, promoting Malaysia as a fantastic destination and Kuala Lumpur as an exciting layover.

“While it is early days and the new Malaysia Airlines is still to launch on 1 September as the final part of the restructure spearheaded by owner Khazanah, Malaysia’s sovereign fund, and new CEO Christoph Mueller, prospects are good in this region, the carrier’s main market outside of its home country,” Crossman said.

“We look forward to continuing to unleash new initiatives to help Malaysia Airlines play an important role in forging greater ties between Australia and New Zealand and Malaysia for improved tourism and trade in the Asian century,” she said.

Image via Skift