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Malaysia Airlines

Social media launch and engagement for an international airline in Japan


Custom Media was chosen to launch the airline’s Japanese Facebook page, create interesting content, manage daily updates and customer communications and roll out various fan acquisition campaigns.

At the annual JATA fair we conduct interactive competitions to further build awareness and social media buzz.

Custom Media has proven to be more than a great asset to our operations and strategic offering in Japan and a real partner to our global social media offering. Despite competitiveness and the late arrival of Malaysia Airlines to the Japan social media scene, Custom Media has emerged as our strategic foothold in carving branding and marketing initiatives with real business impact in Japan.
Derek Tan
Executive Director, World Markets, Asia – Social Media
IPG Mediabrands


The airline’s Japanese Facebook page saw a 300% growth since launching in 2012 and was the most active fan base compared with the airline’s other international pages.

Malaysia Airlines : Father's Day Greetings 2015 - Token of Love @ NRT

On Father’s Day 2015 we conducted a Token of Love campaign at Narita Airport and captured emotional wishes from passengers.

Business in Japan: Malaysia Airlines' tasty new menu

BIJ.TV covered Malaysia Airlines’ launch of its delicious “Chef-on-Call” menu that allows passengers order food in advance.