Malaysia Airlines connects lovers across the world

Malaysia Airlines "#LundangToNewcastle" by LokaLab.
Malaysia Airlines "#LundangToNewcastle" by LokaLab.

The #LundangToNewcastle campaign is aimed at Millennials in the UK and Malaysia

To honor the 40th anniversary of its London-Kuala Lumpur route July 1, Malaysia Airlines has launched a social media campaign with support from Malaysian creative agency LokaLab.

Titled "#LundangToNewcastle," the long-form video tells a long-distance love story between a young British man of Malaysian descent and a young woman from Kota Bharu, Kelantan.

Ili Zuhair Amdan of LokaLab said, "The campaign is targeted for both UK and Malaysia, and the targeted demographic is between the age of 18 to 35. ... The key group was Malaysian students who study in university outside Malaysia."

According to Mohd Hisham Saleh, head of social media and innovations with Malaysia Airlines, "We always wanted to have great content on [YouTube and Facebook], and for this campaign we want to reach out to all Malaysians overseas who have a special connection with Malaysia Airlines as a symbol of home.

"As part of our long-term strategy on social media — especially for long-form video — we want our audience to engage with our content beyond just aviation."

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