We urged Malaysians not to crumble in the face of crisis, but #staystrong. Led by the Airline’s crew, messages of #staystrong were initiated across digital. Malaysia Airlines’ galvanized national solidarity. Followed by #flyinghigh, we triggered the happiness one feels when he flies. We partnered with iconic artists and travelers, seeding multi-format content showcasing the joy of flying. Finally, when the resilience was reinforced, we ingrained the defiant cry of #keepflying, that no matter what, Malaysia Airlines, Malaysia and humanity will always #keepflying. Millions are still participating via posts, tweets and videos, and this remains our mantra across Malaysia Airlines’ channels.

58 million+ conversations were generated in 2 months, across 26 countries and 4 languages.

4000+ pieces of unique content were created globally.

125 million+ minutes of engagement recorded, and continue to go on.

Malaysia Airlines was ranked no.2 globally in terms of Social Media Responsiveness, by the Wall Street Journal.

Passenger load was restored to pre-crisis levels.