Malaysia Aviation Group (MAG) is paying tribute to its 85-year journey with a coffee-table book titled Rising to a New Horizon: A New Journey Begins . The book takes readers on the historical journey of Malaysia Airlines (MAB) and showcases the untold stories of its transformation, growth, and resilience.
Rising to a New Horizon: A New Journey Begins is presented in seven chapters that narrate MAG's massive transformational journey from organisational culture, performance, and business sustainability perspectives. It also reveals how MAG has faced key challenges during its transformation and overcame them with resilience and solidarity, and how the Group has prepared its people for the future by focusing on performance, digitalisation and sustainability.
The book was also produced to commemorate MAG's recent major restructuring and aims to showcase the indomitable spirit and faith that have propelled it forward through the years. The book also highlights MAB's history and features curated images and moments from the airline's past until the present day. It also celebrates the progress made as the Group strives to realise its Long-Term Business Plan 2.0 into a success story.
MAG's group chairman Wan Zulkiflee Wan Ariffin said MAB has played an integral role as the flag bearer. "In the days ahead, we will continue to strive with passion and emphasise our signature Malaysian Hospitality to strengthen our bonds with those who have always believed in the airline. We thank our fellow Malaysians and all our customers for their faith in the Group throughout its highs and lows. We look forward to this legacy being upheld by new generationsfor their continued support of this national icon," he added.
Meanwhile, group CEO Izham Ismail said the book is an ode to the carrier that everyone has helped to build and sustain over the years. "When the COVID-19 pandemic hit, we looked beyond the initial crisis and dug deep to find the hidden opportunities that it created for us. We then embarked on a massive restructuring exercise and successfully reset our balance sheet and transformed our business dynamics to realign with our long-term aspirations and ensure business sustainability," he said.
Separately, on the marketing front, MAB recently put a musical twist to its new in-flight safety video titled “Satu, Dua, Tiga, Jom!” by mixing Malaysian arts, culture and music with aviation safety. The in-flight video begins with a backdrop of harmonic tunes as its cabin crew and Malaysian performance artists, draped in Malaysia’s traditional baju kebaya, welcome passengers to watch a safety demonstration video.
The video was directed by producer and founder of The Enfiniti Creative Universe, Tiara Jacqueline, and co-directed by actor and director Yusry Abdul Halim. Lau Yin May, MAB's group chief marketing and customer experience officer, explained that the new in-flight safety video is all part of MAB's efforts to enhance the in-flight experience for passengers to make their journey with the airline that more memorable.
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