Developing an Advertising Campaign for Malala Airlines

Malala Airlines wants to relaunch their brand and promote safety, security, and budget flights. The target audience includes business class people, frequent fliers, and leisure travellers. The advertising objectives are to provide safety and security, best services at the lowest possible cost, customer satisfaction, and consistency in performance. The creative and media strategies will help them reach their target audience and regain their trust.

ADVERTISING
Name of the Student:
Name of the University

Background Research and
Analysis
• Malala Airlines (MAL) have gone through several tragic
airlines accident.
• They want to develop an advertising campaign which will
help them to regain back their old position.
• They want to relaunch their brand with the help of this
advertising campaign.
• They want to promote the idea of safety and security along
with the idea of providing cheap or budget international
flights.

Target Audience
• The target audience for Malala Airlines is the business
class people who travel within or outside Australia.
• They also target frequent fliers and emergency business
travellers.
• Leisure travellers are also in the target audience of the
airlines.

Advertising Objective
• To expose the airlines to new opportunities and changes
• To provide safety and security to all the fliers
• To provide the best services at the lowest possible cost
• To provide customer satisfaction
• To bring consistency in their performance at all times

Creative Strategy

Media Strategy

Conclusion
• The airlines would be able to overcome their past faults
and grab the attention of the people with their campaign
strategy.
• The different media channels used will help them to reach
their target audience.
• Their concentration on the safety and security of the
passengers would make the fliers regain their trust on the
airlines if they stand to their word.

References
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The role of crew resource management. In Aviation Resource Management:
Proceedings of the Fourth Australian Aviation Psychology Symposium: v. 1:
Proceedings of the Fourth Australian Aviation Psychology Symposium. Routledge.
• You, X., Ji, M. and Han, H., 2013. The effects of risk perception and flight experience
on airline pilots’ locus of control with regard to safety operation behaviors. Accident
Analysis & Prevention, 57, pp.131-139.
• Hale, A. and Borys, D., 2013. Working to rule or working safely? Part 2: The
management of safety rules and procedures. Safety science, 55, pp.222-231.
• Dijkmans, C., Kerkhof, P. and Beukeboom, C.J., 2015. A stage to engage: Social media
use and corporate reputation. Tourism Management, 47, pp.58-67.
• Dewan, S. and Ramaprasad, J., 2014. Social media, traditional media, and music
sales. Mis Quarterly, 38(1).