Malaysia Airlines punches back with rebrand

Hoping to turn things around from a tumultuous year, Malaysia Airlines has emerged from its cocoon a brand new company.

Malaysia Airlines will today begin flying as Malaysia Airlines Berhad (MAB).

The seemingly cursed airline, who battled the disasters of MH370 and MH17, received its Air Operator Certificate (AOC) that would allow it to take flight as MAB from September 1, a move that CEO Christoph Mueller says is a critical milestone.

“We are very excited and focused on MAB’s take-off in September,” he said.

MAS’ Chairman Tan Sri Md Nor Yusof also said it is the “start of a new beginning.”

“MAB will endeavour to ensure our passengers are given the best of our services and we will persevere to build a sustainable national icon,” he said.

To qualify for the AOC, MAB was required to undergo months of audit activities, which included air-worthiness of the airline’s operations, aircraft maintenance, as well as regulatory conformity.

With the AOC, MAS will now be able to focus on transitioning to MAB, the new national carrier.

To mark the start of a new chapter, various MAB staff, including its senior management, held a special walkabout at KL International Airport to meet and greet passengers on its flights arriving and departing, and to bid adieu to Malaysian Airline System Berhad (MAS) and mark the beginning of the new national carrier.

Mueller was among those who participated in the walkabout, symbolising the start of the new company.

“We have been working hard for the past months to ensure a smooth and successful transition and we would like to thank our customers and airline partners for their continued support during this period,” he added.

“As we celebrate the first of September as the national icon, we look forward to enhancing the inflight experience of our customers and embodying the reason to travel on us, which is to visit Malaysia.”

The management team handed out teddy bears to passengers with one lucky winner on MAS’ flight bound to Melbourne, MH149, a pair of Business Class tickets.

Meanwhile, the airline has recorded an 89.8% on-time performance on MAB’s first operational day. The airline aims for a seamless transition from MAS to MAB as it focuses on stabilising its operations to ensure perfect on-time performance.

The airline also announced the promotion of Lee Poh Kait to regional manager for Australia, New Zealand, the South West Pacific and ASEAN to deliver on the company’s plan for profitable growth.

In this role, Lee will oversee all of Southeast Asia in addition to his current area of Australia, New Zealand and the South West Pacific.

“PK is one of the top sales and marketing executives in the aviation industry,” Mueller said of his appointment.

Malaysia Airlines also announced Bennet Michael Stephens as country manager for Australia, New Zealand and the South West Pacific.

Stephens was formerly commercial route manager for Australia, New Zealand, the Americas and North Asia and has over 28 years of experience with airlines such as KLM, Gulf Air, Oman Air and Kenya Airways.

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