Malaysia Airlines’ November campaign boosts brand health in Malaysia & Singapore

Key Insights:

• In Malaysia, Ad Awareness rose 7.3 percentage points to 48.3%, and the Index score increased 11.9 points to 55.1 following the launch of the “Time for Malaysia Airlines” campaign.
• In Singapore, Ad Awareness among likely travellers rose 4 points, and the Index score increased 5.3 points, showing strong regional impact.

Malaysia Airlines launched its “Time for Malaysia Airlines” campaign in the first week of November 2025 ,as a part of its broader “Time for” initiative. The rollout coincided with measurable improvements in both Ad Awareness and Index scores among travellers likely to fly in the next 12 months. According to YouGov BrandIndex, the uplift is most pronounced in Malaysia but also extends into one of the airline’s most important international markets: Singapore.

Malaysia: Strong post-launch lift among travellers

In Malaysia, Ad Awareness score held at was 41% on 20 October which rose to 48.3% on 7 November following the campaign launch, a rise of 7.3 percentage points.

Index score, which tracks the average of Impression, Value, Quality, Reputation, Satisfaction, and Recommend scores for the brand, also increased from 43.2 on 31 October to 55.1 on 24 November, an improvement of 11.9 points.

Beyond Malaysia, the campaign delivered meaningful improvements in Singapore, one of Malaysia Airlines’ busiest and most strategically significant international routes.

Among respondents who are likely to travel in next 12 months, Ad Awareness score rose from 5.6% on 19 October to 9.6% on 24 November, a 4-percentage point lift within two weeks of campaign activation. Index scores increased from 0.2 on 27 October to 5.5 on 27 November (+5.3 points).

Methodology:

YouGov BrandIndex collects data on thousands of brands every day. Malaysia Airlines' Index, Ad awareness score is based on the question: Which of the following Travel and Leisure brands have you seen an advertisement for in the PAST TWO WEEKS? Scores are reported as net scores from –100 to +100 for Index, percentages for Ad Awareness, based on daily nationally representative surveys of Malaysia adults, weighted to census targets. Figures are shown as a 4-week moving average with sample size ranging from 649 to 680 between Oct 19 to Nov 30

YouGov BrandIndex collects data on thousands of brands every day. Malaysia Airlines' Index, Ad awareness score is based on the question: Which of the following Travel and Leisure brands have you seen an advertisement for in the PAST TWO WEEKS? Scores are reported as net scores from –100 to +100 for Index, percentages for Ad Awareness, based on daily nationally representative surveys of Singapore adults, weighted to census targets. Figures are shown as a 4-week moving average with sample size ranging from 508 to 558 between Oct 19 to Nov 30

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