Applying our philosophy of innovation successfully
a case study of the world's most awarded country brand (1999 - 2010) and still going strong today
THE CHALLENGE IN 1999:
Low awareness, low tourism arrivals & receipts
THE BRAND VISION:
To be the preferred holiday destination in Asia
THE TRUTH:
Malaysia cannot just compete on beaches, shopping, nightlife
THE STRATEGY:
Celebrate Malaysia's diversity
56,500,000,000
24,600,000
9
41
1
1
return on investment
CAMPAIGN RESULTS (1999-2010) AS TRACKED AND REPORTED BY TOURISM MALAYSIA & PACIFIC ASIA TRAVEL ASSOCIATION [PATA]
quintupled
tourism receipts in ringgit
quadrupled tourism
arrivals
International
awards
case study
presentations
world's most
awarded campaign
top-of-mind
thematic line
INNOVATION LEADS TO INCREDIBLE BUSINESS GROWTH
INNOVATION BEATS THE COMPETITION
Against Indonesia (even with Bali), Singapore (even with shopping) & Thailand (even with Phuket & the Bangkok nightlife). Source: PATA
We found the one differentiating fact
We built that fact into a compelling story
We maintained prudent visibility
We remained consistent to a fault
We found new ways to stay refreshing & relevant through four 3-year contract periods (1999 – 2010)
We served Tourism Malaysia for 12 years as brand strategists, guardians and implementors for 5 different Ministers
under 3 different Prime Ministers, and not merely as an advertising agency
other recognitions
“In Malaysia, you can find elements of China, India and Indonesia and their specialities as Malays, Chinese and Indians make up the majority of our people. This is what I term as a ‘three–in–one’ offer.”
Tun Dr Mahathir Mohamad
Prime Minister of Malaysia (1981 – 2003, 2018 – 2020)
“The time is now, the place is Malaysia. There is so much to explore, so much to experience.”
Tun Abdullah Ahmad Badawi
Former Prime Minister of Malaysia (2003 – 2009)
“Malaysia has successfully captured the market and has done a remarkable job with its ‘Truly Asia’ Campaign.”
Peter de Jong
PATA President & CEO, 2007