Our research revealed that front-end travel booking staff were sending long-haul Australia travellers to Singapore rather than Kuala Lumpur to break their journey. Most travel booking front-end staff had a negative impression of Malaysia based on unfounded data.
Before spending money on above-the-line advertising we decided to take 25 front-end booking staff to Malaysia on a whirlwind tour of the country. The result was very positive and immediate with bookings to Australia via KL rising significantly.
To keep the story alive, we also created a special Malaysia Airlines magazine aimed at front-end staff. Once we felt we had successfully altered their misconception about Malaysia we placed consumer advertising once again in travel magazines.