In a bid to uplift its image, Malaysia Airlines has unveiled its International Golden Lounge at KLIA’s Satellite Building today to members of the media as well as offering them a sneak peek of its new brand campaign, which will be progressively rolled out over the next two weeks.
The new lounge, which began operating since March 1, welcomes guests who travel on First and Business Classes, as well as extended to its Enrich Platinum and Gold members, and OneWorld’s Emerald and Sapphire members.
Upon entering the Golden Lounge, guests will be met by a concierge desk. A dedicated luggage storage room reminiscent of a spacious walk-in wardrobe holds the luggage. Guests may also leave their jackets there before proceeding to fresh up or simply indulge in a plethora of amenities prepared by Malaysia Airlines.
The Golden Lounge is divided into two wings.
The First Class lounge offers a personalised experience in an intimate setting. Walls are adorned with paintings depicting the Malaysian culture. Soft carpets dotted with splashes of midnight blue and greyish blue, along with velvet chairs, instantly contemporise the room.
Pops of colours are contributed by fresh blooms of various sizes and types, strategically placed atop round glass tables and next to pillars. Adjacent to the lounge is a private dining room that serves freshly prepared meals by trained chefs, manned by service staff.
On the other hand, the Business Class lounge contains a bar. The dining hall mixes buffet stations with ample seating, while interlaced wood panels of brown and black colours line the floor.
According to its Chief Commercial Director Arved von zur Muehlen, all cooking is done live throughout the day. He revealed every seat is equipped with charging points and that the lounge was designed to be warm and comfortable.
Also speaking at the event was Executive Director/Group CEO Captain Izham Ismail where he introduced the next chapter of the airline’s brand campaign. The eloquent former pilot emphasised on collective effort to extend Malaysian hospitality to visitors, citing its tagline for the campaign “Malaysian hospitality begins with us”.
“As the national carrier we represent worldwide the warmth, humility and hospitality that Malaysia is famous for. Our diversity, heritage and culture are our reference and the roots of our brand promise. It all truly begins with us.
“The unique end to end experience with warm, genuine, and efficient service from the heart – that is Malaysia Airlines. We have already started in earnest, training over 300 front line staff in service excellence to ensure the Malaysian Hospitality is part of their DNA,” he said.
The introduction of the Malaysian Hospitality campaign will see the airline releasing a new TV commercial in the coming weeks, in print ad and outdoor as well as across all social media platforms. The brand campaign will also be expanded beyond Malaysia.