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Royal Brunei launch experiential brand push in London for Melbourne routes


By Steven Raeburn, N/A

April 24, 2013 | 2 min read

Royal Brunei Airlines is launching an experiential marketing campaign in London to promote its service to Melbourne.

Royal Brunei are working with Good Relations in London

The “Kangaroo route” with Royal Brunei aims to highlight the “double stop” opportunity for passengers to layover with a stop in Dubai and a second break in Brunei, to experience rainforest treks, trips to the renowned water village and diving excursions.

The campaign puts Royal Brunei ‘experiential staff’ in London’s Earls Court tube station, distributing ‘route to relaxation’ sleeping masks, aimed at encouraging travellers to think about the different ways they unwind, including ‘Veg out’, ‘Power up’, ‘Count some’, ‘Decaffeinate’ and ‘Tune out’.

UK agency Good Relations said the promotion is designed to amplify Royal Brunei’s new brand promise directly to consumers, and will culminate in the chance to win tickets to Dubai, Brunei, Kota Kinabalu and Melbourne.

“We are a stylish, small airline with a premium service and we aim to deliver a family-like, peaceful and tranquil atmosphere with high class customer service,” said Dermot Mannion, Royal Brunei’s Deputy Chairman.

“This marketing activity is designed to amplify our brand commitment directly to the consumer, build awareness of RB’s new sleek style and encourage customers to consider RB as their ‘route to relaxation’. ”

Royal Brunei fly daily long hauls to Dubai, London Heathrow and Melbourne.


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