Malaysia Airlines has signed a major deal to implement a mission-critical technology refresh, introducing Adobe Marketing Cloud and Adobe Creative Cloud in an enterprise licensing agreement, one of the company’s largest in Asia Pacific to date.
In a highly competitive tender that commenced in April 2013, MAS evaluated bids from incumbents and some of the industry’s leading solution and point product vendors, completing extensive assessments to determine the best technology to underpin their business-wide transformation.
Mr Dean Dacko, Chief Marketing Officer, Malaysia Airlines, said 15 stakeholders across the business were involved in the selection process. “With a project of this size and complexity, it’s critical to engage stakeholders from across the business. The marketing department worked closely with IT, Sales, Customer Experience and Product among others to define needs and evaluate tenders.”
“We selected five solutions from Adobe Marketing Cloud, including Adobe Target, Adobe Social, Adobe Media Optimizer, Adobe Analytics and Adobe Experience Manager. We’ll also be deploying managed services for Experience Manager. The solution provided us with the most intuitive, easy-to-use user interface along with deep analytic power and robust delivery.”
The implementation will roll out in three phases, delivering the foundation to align digital marketing and customer engagement across all the company’s platforms and brands, including Firefly, MAS Wings, MAS Cargo and loyalty programme Enrich.
At the heart of the digital strategy is MAS’ website, which is a mission-critical business channel delivering a significant share of the company’s revenue every day. “A key element of our business turn-around was a boost to our brand campaign, backed up with strong customer experience management – delivering on a consistent brand promise across both real-world and digital touchpoints.”
Engagement via social media is also critical to the transformation, and Malaysia Airlines celebrated the milestone of 1 million Facebook fans in October 2013. “Social media is at the forefront of our marketing mix. Growing engagement with customers globally via social platforms has been a major contributor to our business turnaround.”