Royal Brunei Airlines Sdn Bhd: NATIONAL CARRIER OF BRUNEI

Credits & Description:

Advertiser: BRUNEI
Agency: INTERBRAND SINGAPORE
Category: Promotional Item Design
Client Services Manager: Christina Chen (Interbrand)
Creative Director: Marcel Wijnen (Interbrand)
Design Director: Matt Anderson (Interbrand)
Senior Consultant: Michael Mitchell (Interbrand)
Design Implementor: Kenny Tiang (Interbrand)
Design Implementor: Linda Tan (Interbrand)
Designer: Charlene Koh (Interbrand)
Designer: Lee Boo Tan (Interbrand)

Implementation
The kangaroo route is known as one of the longest flights. To create awareness around the brand and its services, we are promoting relaxation. We developed a series of unique and collectible sleeping masks that celebrates (the timeless value of) comfort and escapism, with witty language that creates a familiar persona – for this airline from Brunei; a little-known sovereign state located on the island of Borneo in Southeast Asia.

Client Brief Or Objective
The brand recently relaunched around the concept of TIMELESS VALUES, SIMPLE PLEASURES. Our brief was to create general awareness, and build a brand that ‘understands you’ and is committed in making your journey enjoyable.

Outcome
This campaign will go into market on 22 April, 2013.

Brief Explanation
Royal Brunei Airlines is a mid-sized national carrier of Brunei in South East Asia, competing on the ultra-competitive Kangaroo Route. A key challenge was how to create awareness for a national carrier of a country that people know very little about (most people actually think it is in the Middle East).The other key challenge was to take a brand that was built on a humble and gentle Bruneian ethos, and make it relevant to a savvy and chic London audience. Our key objective was to create awareness around the Royal Brunei Airline’s kangaroo route service.