Malaysia Airlines Might Rebrand in Wake of Tragedies

Considers new name, seeks new investors

Malaysia Airlines will seek to rebrand in the wake of two events—the disappearance of flight MH370 in March and the downing of flight MH17 in July—that have made the carrier a symbol for international tragedy, according to an International Business Times article today.

Though Malaysia Airlines was underperforming even before the disappearance of flight MH370 and shooting down of MH17 over conflict-ravaged Ukraine, the company has now “gone on a public relations offensive, trying to move the carrier’s brand away from tragedy,” IBT said.

The rebrand will likely involve a name change. And a strategic review of protocols for flying over conflict zones is underway. The company, which is majority-owned by the Malaysian government, will also seek new investors, as well as opportunities to grow its outsourcing in order to increase profitability, The Telegraph reported.

In an editorial in Sunday’s Telegraph, the airline’s commercial director, Hugh Dunleavy, urged the airline community “to act together as an industry” to “review existing processes and set more stringent standards about what they consider to be safe flight corridors.” He also stated that he believed the airline would “emerge stronger” from the tragedies.

According to the editorial, Malaysian airlines continues to fly some 50,000 passengers on 360 flights each day.