Malaysia Airlines may change its name as it contemplates a rebrand to salvage its reputation after two tragic incidents in less than six months.
The beleaguered airline has come under increased pressure following the disappearance of flight MH370 in March and the alleged shooting down of flight MH17 this month over eastern Ukraine, which resulted in the deaths of 298 passengers.
The company’s shares have dropped 29% since the start of 2014.
The Malaysian government, the airline’s majority stakeholder, has kicked off a strategic review that will restructure the airline’s routes and expand outsourcing to increase profitability.
The review is expected to consider allowing more private investors to hold shares in the company.
In July, the airline launched its first major brand campaign in recent years in Southeast Asia, the UK, Europe, and China. Ogilvy & Mather Kuala Lumpur, which the airline appointed in 2012 as its lead creative agency, produced the initiative.
The airline is using longstanding PR agency Perowne Charles Communications, headed by former Virgin Atlantic comms director Paul Charles, for crisis PR support following the MH17 disaster.
This story originally appeared on the website of Campaign, PRWeek’s sister title at Haymarket Media.