MAS TO INVEST IN ENRICH LOYALTY PROGRAMME

By Nurul Jannah Kamaruddin

KUALA LUMPUR, April 3 (Bernama) - Malaysia Airlines will continue to invest
in its Enrich programme for its frequent flyers to encourage them to keep flying
with the airline.

MAS corporate marketing and loyalty programme general manager, Raja Nordiana
Zainal Shah said to date the airline has invested a significant amount
for the programme.

However, she did not disclose the actual investment for the programme.

Enrich is MAS' loyalty programme designed to enrich its frequent flyers and
encourage their loyalty towards flying with the airline, she said.

"We have had this programme since 1999 but since then we have developed
programmes with different tiers," she explained.

Starting with only gold and blue membership in 1999, now the programme
offers four more tiers, namely the silver, gold, black and blue.

The Silver programme, launched in 2006, is designed for frequent economy
travellers, who together also account for the largest number of members for its
Enrich programme with more than 50,000 members throughout Malaysia.

"Our largest (member) base is Malaysia, followed by Australia, United
Kingdom and Indonesia," she said.

According to Raja Nordiana, MAS todate has more than 1.5 million Enrich
members across 200 countries.

"This programme is still relatively new. A lot can be done to enhance it.
Right now we are upgrading our system.

"We started with 9,000 members. Now we want to expand our membership and
enrich them across other countries," she told Bernama on the sidelines of the
Pavilion Kuala Lumpur fabulous fashion and style night on Thursday.

She said Enrich Malaysia Airlines had partnered Pavilion Kuala Lumpur, in
line with the shopping mall's promotional activities for the Malaysia Grand Prix
celebrations which took off here on April 1.

She said with over 100 outlets participating in the five-day event, its
Enrich members will be able to benefit when they spend at the participating
outlets.

Raja Nordiana said the airline also encouraged participating retail outlets
to display the Enrich application forms to secure more new members.

"This programme line up will include discounts and value buy for our Enrich
members," she added.

-- BERNAMA