Royal Brunei targets Australia with new campaign

December 23, 2019
Royal Brunei Australia
Photo: Royal Brunei

Royal Brunei Airlines has launched its first new brand campaign in Australasia in five years as it moves to lift the airline’s profile in the region.

The South-East Asian carrier has been flying to Melbourne for nine years and currently flies to the Victorian Capital daily using a Boeing 787-8 Dreamliner with non-stop connections from Brunei to London and Dubai.

In July, it began serving Brisbane four times weekly with an Airbus A320neo with connections to London, Dubai, Tokyo, Manila, Jakarta and Seoul.

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The new campaign, titled “It’s the Little Things we do to make our service special”, highlights the airline’s attention to detail and features 25 staff from across the airline.

The four-month campaign spearheads the airline’s plans to lift its trade and consumer profile and will run across print, digital and television.

Australasian regional director Victor Sharan said the longevity of the Melbourne service and launch of Brisbane meant “the timing is very right for us to raise local awareness”.

“The campaign highlights that in addition to one of the most modern fleets in the world, what really sets Royal Brunei apart, is the warm Bruneian hospitality experienced by our guests throughout their journey,” he said

Royal Brunei views the fuel-efficient, longer-range A320neo as a key enabler for its plans to achieve international route expansion.

The 150-seat A320neos have 18 business class seats with a 42-inch pitch, 18 Preferred Economy with a 32-inch pitch and 120 economy seats with a 30-inch pitch (average).

All seats have seat-back screens with access to more than 1,000 on-demand entertainment programs as well as personal power outlets.

“We are in expansion mode and our strategic initiatives over the recent years have made a significant impact on the way we operate and position RB in the market,” Royal Brunei chief executive Karam Chand said.

“Investments in new technology, our young fleet, a host of new route launches and reimagining the end-to-end experience for our guests have helped firmly establish RB in the league of leading international airlines.

“We are excited to now embark on the next phase of development for RB as a brand and airline.”

The award-winning airline operates a fleet of five Boeing 787-8s, seven A320neos and two A320ceos.

Its 787s have 18 flatbed seats with a 79-inch pitch in business class with 52 seats in Preferred Economy and 184 economy seats.