MAS scores first with ‘roadblock’ ads

IT took about 100 days, from concept to reality, to create a new Malaysia Airlines (MAS) “roadblock” advertising campaign – An Experience Redefined – that saw 16 pages of full-colour advertisements in the news section of The Star on Monday. 

Roadblock refers to the move to take up ad space in prominent positions that effectively block other advertisers from “interrupting” the flow of print ads. MAS was the first ever advertiser to adopt this strategy, said Kristine Ong, general manager of Starcom, the media specialist that worked with Leo Burnett and MAS on the campaign.