Trax Associates | Malaysia Airlines Brand advisory and crisis communications

Trax Associates is a strategy consulting firm with a brand-driven focus. We forge the alignment of business ambition with market delivery offering companies a sustainable competitive advantage through brand building insights and methods.

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Project

‘COME HOME TO MALAYSIA.’

Client

Malaysia Airlines

Brand Advisory

Yasmin Merican (Malaysia Airlines)

Crisis Communications Advisory

Ketchum Worldwide

Date

2014 - 2015

About This Project

Engaged as brand advisor to Malaysia Airlines, led the content development of employee communications to ensure effectiveness of leadership messaging from the aviation crisis year in 2014 to the restructuring of the national airline in 2015. This included the scripting of national messaging and supporting the efforts of global crisis communications.