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Case Study

The Client

Myanmar Airlines International

Myanmar Airways International (MAI) took off in August 1993, created by a joint venture between Myanmar Airways and Singapore interests with the support of Royal Brunei Airlines.

With a new Singapore management team (many ex-Singapore Airlines staff), new Boeing aircraft with all expatriate cockpit crew, better-trained flight attendants and new UK Civil Aviation Authority operating standards, this was the beginning of a successful new era for our national airline. Meanwhile, Myanmar Airways (UB) continued operations as a purely domestic carrier for the local population. MAI became the international airline of Myanmar with regular flights between Yangon (the commercial capital of Myanmar) Singapore, Kuala Lumpur, Bangkok, Hong Kong, Kunming, Dacca and Jakarta. MAI continued to develop regionally.

The Challenge

With MAI’s revitalised brand, an advertising campaign and brand collaterals like posters, banners and cutout crew standees was needed to reflect the new direction. Art direction of photography on board the aircraft in Myanmar and its city locations was also required.

Datum Branding’s Solution

Working with the MAI in Singapore as well as in Myanmar, a series of destination ads were created to capture the unspoilt beauty of the Burmese country and people. These were thereafter run in international Travel Trade publications like Travel Weekly and Travel Trade Gazette amongst others.