Press Room

Masholidays Offers New Cyber Destinations and Rebranded Holiday Products

London, 07 November 2011 : MASholidays, the travel and tour arm of Malaysia Airlines (MAS) has embarked on promoting Malaysia as a premier tourist destination to travelers through a first-of-its kind 3D Virtual Social Game World (VSGW) outreach and a series of rebranded holiday packages offers.

These were unveiled today at the World Travel Market (WTM) in London, UK.

The VSGW, specially developed for Malaysia’s national carrier, is known as “The Lost Treasure of Malaysia” where internet users will experience Malaysia in a way that has never been done before, by enjoying a fascinating world of adventure, hidden treasure and mythology.

VSGW viewers will be immersed in a rich 3D virtual world as they browse to explore an ancient Malaysian Kingdom and compete in search of treasure chests, relics and items which have been stolen from the royalty, to gain points and eventually emerge as “Hero of Malaysia” to win real MASholidays packages and related merchandise.

Certain items in the VSGW adventure will also unlock access to special areas such as MASholiday lounges, where travelers can access more destinations, items and content.

Although “The Lost Treasure of Malaysia” is only due for public release in 2012, the launch demo was premiered in London by MASholidays’ Chairman, Dato’ Dr. Amin Khan and the Acting Director General of Tourism Malaysia, Dato’ Hj. Azizan Noordin.

“Malaysia Airlines is the first airline in the world to use a virtual social game world to promote its destinations. We are very excited about the new horizons it will open up for us as we interact with Gen X and Gen Y travelers for whom using social media is as routine as having a meal,” said Dato’ Dr Amin.

“The Lost Treasure of Malaysia” is fully compatible across all major web browsers, smart phones and game consoles and was created and developed by E-Dynamics, a Swiss-based advanced digital social media company, using its proprietary technologies which create and enable rich and interactive 3D virtual social game worlds to be deployed and experienced via the social web and other platforms.

“With the VSGW, MASholidays is now poised at the pole position of social media innovation - rising above the online advertising clutter and interacting with potential travelers, as well as existing customers, in the social space with the capability to engage with them further by offering branded content, special features and merchandise,” said Co-Founder and Chief Executive Officer of E-Dynamics, Robert Fong. “This is an extremely powerful tool that will enhance MASholidays’ online sales, marketing and branding strategies for years to come, and will position them ahead of the curve in competing with other airlines”.

The VSGW platform also allows MASholidays to sell real world products, packages, flight tickets, promotions and other value-added products and services through a single convergent web portal.

“Virtual worlds have evolved today into thriving virtual economies and communities, where branded virtual goods are traded and sales leads generated. This bold step by MASholidays to go where no airline has gone before is a visionary strategy which harnesses the power of social media to change how consumers make their travel decisions and creates a more tactile brand experience where online users can “play” and interact with brands virtually,” he added.

MASholidays also launched its enhanced Malaysia Stopover Programme (MSO) 2012 at the WTM.

Themed ‘Hola Malaysia!’ the enhanced MSO 2012 product offerings comprising around 70 ground options, aim to further promote inbound arrivals into Malaysia and convert passengers transiting in Malaysia as tourists.

Overall, Hola Malaysia! offers more attractive products and choices with an increase of more than 20% in hotel partners which translate to more than 1 million room nights a year.

For travelers who wish to enjoy Malaysia Truly Asia in and around Malaysia’s capital city of Kuala Lumpur, Hola Malaysia! has almost 20 ground options at prices starting from as low as US$12 for a quick tour of the city.

There are also almost 30 holiday options for travelers to experience the best of East Malaysia in the two states of Sabah and Sarawak – home to several UNESCO World Heritage sites with prices starting from US$16.

Among the enhancements are new niche products like Edu-Vacation packages which offer a short and long terms programme from as low as US$325 for foreign students to not only learn but also experience Malaysia, its people and culture.

More information is available at holiday.malaysiaairlines.com and www.edynamics.eu.

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Malaysia Airlines Executive Vice President for Commercial Strategy, Dato’ Dr Amin and Dato' Hj Azizan Noordin, Acting Director General of Tourism Malaysia posing with “The Lost Treasure of Malaysia” 3D Virtual Social Game World (VSGW) icon at the World Travel Market in London.


For media enquiries, please contact:

Anbarasu Sundram
Email : anbarasu.sundram@malaysiaairlines.com
Phone : (03) 7840 4485
Mobile : (019) 222 4952