Direct > Product/Service
BEST OF BOTH WORLDS
ARC WORLDWIDE, Kuala Lumpur / MALAYSIA AIRLINES / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
The brief was to convince airline companies that the Malaysia Airlines Flight Crew Training Centre offers the best of both worlds - world-class training in a world-renowned tropical paradise. And thus, increase bookings for training.
Outcome
The Malaysia Airlines Flight Crew Training Centre received an average of 39 enquiries and 27 bookings per month over the 6-month period as a result of the mailer. Malaysia Airlines surpassed their target with bookings amounting to RM642,600 in total. This was a marked increase of 13% on their occupancy rate compared to the previous year.(Training costs range from RM1,200 to RM15,000 per course depending on length and group quantity).
Solution
150 mailers were sent to pilots of various airline companies. The pack was an intriguing attention-grabber - from the opening teaser on the box cover to the moment the recipient discovers that the shirt inside is a reversible pilot uniform-cum-holiday batik shirt! Perfect for both flight training and holidaying in Malaysia.
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