Advertising Campaign Analysis: Malala Airlines Report

This report provides a comprehensive analysis of Malala Airlines' advertising campaign, designed to address the company's past issues and re-establish its brand reputation. The campaign focuses on regaining customer trust through emphasizing safety and security, while also promoting budget-friendly international flights. The report outlines the target audience, including business and leisure travelers, and details the advertising objectives, which include expanding opportunities, ensuring passenger safety, providing cost-effective services, and achieving customer satisfaction. The report also discusses the creative and media strategies employed, and concludes by highlighting the importance of the campaign's focus on safety and its potential to reach the target audience through various media channels. The report also references several academic articles related to safety management, risk perception, and the use of social media in corporate reputation management.

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
• Helmreich, R.L. and Merritt, A.C., 2017, November. 11 Safety and error management:
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).