Social responsibilities are often credited to healthy brand perception. It is hard to distinguish whether marketing rides on CSR or CSR came about to serve as a tool for brands to improve their social identity.
During the holiday season, Malaysia will see more CSR programmes and campaigns being released by renowned brands to position itself securely going into 2014.
LEGOLAND Malaysia Resort and Johor Tourism Department have partnered up and committed to donating 15,000 theme park tickets to 25 organisations caring for underprivileged children throughout the state of Johor Bahru.
This donation is one of two parts of LEGOLAND's corporate social responsibility programme; the second phase will take off in February of 2014 in conjunction with Visit Malaysia Year 2014.
Siegfried Boerst, general manager of LEGOLAND, says that children are at the heart of everything it does.
"We want to make sure children in the local community as well as underprivileged families who perhaps wouldn't otherwise be able to enjoy the LEGOLAND experience, are given the opportunity to do so. We are committed to playing a long-term role in society and intent to make this an annual CSR initiative."
This theme park is the sixth LEGOLAND in the world and the first of its kind in Asia.