Malaysia Airlines, as presenting sponsor of the highly anticipated Saturday Night Fever musical, today hosted a Corporate Night to reward customers for their continuous support. MAS Enrich members along with selected agents and corporate clients not only were the lucky ones to watch the musical on its opening night, but also rub shoulders with the cast at an exclusive post-event party afterward - turning it into the ultimate seventies disco event of the year.
Dato’ Rashid, the Senior General Manager of Sales, Marketing & Distribution in Malaysia Airlines said in his opening speech, “The power and magic of transformation that is available through music and dance is extraordinary. It is the energy that binds and brings people together, enhancing their world and enriching their lives.
“And we at Malaysia Airlines work along the same principle - to contribute positively towards the quality of life in the communities we operate, to consistently go beyond expectations.”
He added that by bringing world-class productions like Saturday Night Fever to Malaysia, Malaysia Airlines will in the long run play a meaningful part in making Kuala Lumpur a regional hub for the performing arts, while contributing to the local development of arts and cultural excellence. Malaysia is after all MAS’ home base and already a haven for motorsports and shopping. With the additional focus on arts and culture, it will further help diversify the country’s tourism offerings.
Part of the 1300 crowd that MAS hosted were 100 students from Akademi Seni Kebangsaan (ASK). These 100 students will also play audience to an exclusive educational workshop on the 12th of May, where up and coming dance and music students from both ASK and other dance schools in the Klang Valley will undergo a gruelling three to four hour workshop with the Saturday Night Fever team.
Commenting on the MAS’ involvement with ASK, Dato Rashid said the affiliation with them was very apt as both parties shared a similar goal of firmly placing Malaysia on the world cultural stage. ASK is an institution of higher learning that offers formal training in Performing Arts covering music, dance, writing and theatre set up by the Ministry of Culture, Arts & Heritage.But the real fun started when invited guests gathered for a post-event party in the fountain garden of Istana Budaya, where they rubbed shoulders and partied with the glitzy cast of Saturday Night Fever till wee hours of the morning.
The sponsorship of Saturday Night Fever is also part of Malaysia Airlines’ ‘Going Beyond Expectations’ campaign to demonstrate the national carrier’s commitment towards seeking new avenues to deliver the brand experience in fresh and exciting ways.
The musical kicked off on April 3, 2004 in Singapore, as part of a tour of Asia, Australia & New Zealand and will make its next stop in Sydney, Australia.
Produced by Robert Stigwood, in association with Adam Spiegel Productions, International Concert Attractions and David Atkins, the Malaysia season of Saturday Night Fever is organised in association with IMG Artists, Istana Budaya and the Ministry of Culture, Arts & Heritage.
Besides Saturday Night Fever, Malaysia Airlines has also previously sponsored the world’s longest running musical, CATS, as well as FAME - The Musical and most recently Riverdance in Malaysia.
The worldwide campaign, ‘Going Beyond Expectations’, was launched in early October 2002 and is the largest campaign Malaysia Airlines has run in the last six years. The campaign is currently running in key markets in the Asia-Pacific region, Europe and the United States. It was launched locally in September 2002. ‘Going Beyond Expectations’ is designed to build a credible and sustainable global image for Malaysia Airlines, showcasing the airline’s capability as a quality global carrier.