By Kathleen Caulderwood - Malaysia Airlines was struggling even before flight MH370 went missing in March and MH17 was shot down over Ukraine just weeks ago, but now they’ve gone on a public relations offensive, trying to move the carrier’s brand away from tragedy and it may change its name.
“As a company, Malaysia Airlines has twice been in a period of mourning this year but we will eventually overcome this tragedy and emerge stronger,” said the company’s commercial director Hugh Dunleavy, who seems to be spearheading the public relations effort, to the Telegraph.
The Malaysian Government, its biggest shareholder, was already looking into ways to shift the company’s business and brand, But the efforts are now speeding up after the MH17 tragedy.
“There are several options on the table but all involve creating an airline fit for purpose in what is a new era for us, and other airlines,” Dunleavy said, adding that company is looking into re-branding and renaming itself among many other options.
On Sunday he also published an editorial in the same paper, urging international airline companies and regulators to come together and form a new body that decides on safety regulations for flying over conflict zones.