Malaysia Airlines is offering free onward domestic flights to passengers flying to its Kuala Lumpur hub.
The ‘Bonus Side Trip’ initiative covers flights to seven destinations in Malaysia.
The promotion is part of a global campaign which involves rebranding London taxis.
The airline said: “This showcase heralds the launch of Malaysia Airlines’ strategic initiative to solidify its commercial footprint in the European market, transitioning beyond price-driven messaging to establish itself as a premier global airline.
“As part of its efforts, the airline plans to roll out consumer activation and partnership campaigns throughout the year, including exciting flight giveaways, underscoring its dedication to elevate the travel experience for its customers.”
The complimentary domestic return flights offer “provides an opportunity for travellers to explore the cultural and natural beauty of Malaysia on either the outbound or return leg of their journey,” the airline said.
“The strategic placement of the messaging seeks to educate UK travellers about this distinctive stopover option while reinforcing Malaysia Airlines’ commercial footprint in the market.”
The airline operates twice-daily flights from Heathrow to Kuala Lumpur, connecting to more than 60 destinations in over 20 countries.
Chief commercial officer Dersenish Aresandiran said: “This campaign is more than just a marketing effort; it represents a transformative approach to how we engage with our customers and the broader market – focusing on showcasing the unique value of our exceptional products and unparalleled travel experiences.
“By shifting the narrative to emphasise our distinctive offerings, we aim to inspire a deeper emotional connection with our brand and usher in a bold new era in our commercial marketing strategy – one that not only elevates the Malaysia Airlines brand but also strengthens our position in the market, driving sustainable growth and delivering significant value to our bottom line.”