The Association of Southeast Asian Nations (ASEAN) has struck various partnerships for its Visit ASEAN@50 Golden celebration 2017 campaign. These strategic partners include AirAsia, Mastercard, TTG Travel Trade Publishing (TTG), ASEANTA, GOASEAN and the ASEAN Centres in China, Japan and Korea.
They will boost the VISIT ASEAN@50 campaign by implementing a range of promotions. This aims to raise awareness through ASEAN and Southeast Asia brand building, as well as drive travel bookings. The move follows a recent unveiling the campaign's new branding in September.
AirAsia will implement an extensive multi-media awareness campaign bearing the Visit ASEAN@50 logo across all their operating markets to promote its ASEAN Pass to encourage travellers to use its network of 140 routes within Southeast Asia. It will also run monthly tactical campaigns.
Mastercard will embark on a travel campaign for the ASEAN region, working with tourism partners and the global Priceless Cities program to strike a universal chord with consumers across different countries, languages and cultures. TTG Asia will be releasing more exclusive content in 2017 to inspire and promote travel and tourism business to the region.
Meanwhile, the three ASEAN Centres in China, Japan and Korea will be supporting Visit ASEAN@50 with initiatives such as photo and social media contests and campaigns, TV programmes, travel shows and expos, media familiarisation trips, and an ASEAN Travel mobile application promoting Southeast Asian food and arts as a reason to travel.
During a press conference in Singapore, Wardi bin Haji Mohammad Ali (pictured), chairperson of the Visit ASEAN@50 campaign, told the media that the key target markets for Visit ASEAN@50 are Europe, Middle East and North America, as well as mid-haul markets such as China, Japan, Korea, India, Australia, and intra-ASEAN. He added that the aim is to raise tourism receipts to US$83 billion and increase average length of stay to 6-7 days, he said.
“Southeast Asia is arguably the world’s top tourism destination. Southeast Asia is both a united and beautifully diverse destination, and our partners will help us get that message across to a global audience,” Wardi added.
The objective of Visit ASEAN@50 is to celebrate the 50th anniversary of ASEAN, raise awareness of Southeast Asia as a single yet diverse destination, and increase tourist arrivals to the region from 109 million in 2015 to 121 million by end of 2017. It will officially be launched at the ASEAN Tourism Forum in Singapore on 18 January 2017 and will run till 31 December 2017.
The ASEAN Tourism Association will also show its support through unique and discounted offers to the global travel trade. Content provider GOASEAN will partner ASEAN in producing promotional videos as well as support advertising on its TV and social media platforms.