Penang's tourism bureau makes marketing push with TikTok partnership

Penang Global Tourism has named TikTok its co-branding partner in promoting the state as a key travel destination within Southeast Asia. As part of the partnership, a series of online initiatives, including online challenges, bespoke filters and stickers, will be launched to promote the state's tourism offerings on the short video platform.

This series of initiatives kicks off with Experience Penang 2020, a campaign by Penang Global Tourism highlighting all that the state has to offer to local and global visitors. The campaign will showcase every aspect of Penang’s diversity through its culture, heritage, arts, food as well as its natural surroundings. TikTok has also launched an online challenge, #ExperiencePenang, encouraging consumers to capture their best moments in Penang ranging from documenting its rich heritage, diverse culture and food, art and nature, via the sticker on its platform.

Upon capturing the ideal moment, consumers are required to tag the post with the hashtag #ExperiencePenang. Singer and actor Alvin Chong, popular TV host Mark O’dea, singer Ai Wahida and actress Emily ZiYing are among the several local artists and influencers who have shown support for the #ExperiencePenang challenge.

The partnership serves as the pilot programme in Malaysia for #TikTokTravel, a campaign launched by TikTok across 100 countries worldwide. #TikTokTravel is an initiative that aims to inspire users to creatively capture and share their favourite travel moments. #TikTokTravel aims to position TikTok as the go-to destination for social media fans’ various travel moments.

Ooi Chok Yan, CEO of Penang Global Tourism, said it hopes to tap on a wider audience and pique tourists' interest to showcase a new, engaging and creative way to travel around Penang. The #ExperiencePenang campaign aims to reintroduce the beauty of Penang to tourists worldwide, he said. Penang Global Tourism will also focus on promoting Penang to the domestic market and capture more youth travellers via TikTok.

"This campaign is only the beginning of our collaboration with TikTok and we are looking forward to launching a variety of other programs as we always try to explore new marketing ways to inspire more people to visit Penang," he added.

“We are honoured to be named by Penang Global Tourism as their co-branding partner to help promote the state’s potential as a key destination in Malaysia. Through this partnership, we are looking forward to further empowering users to bring to life their favorite travel moments,” Donny Eryastha, head of public policy for Indonesia, Malaysia and the Philippines, TikTok said.

Set up to promote, market and generate tourism for the Penang State in Malaysia, Penang Global Tourism is a tourism bureau which serves as a focal point for coordinating all tourism activities.

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