Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

Tourism and Events Queensland and AirAsia X inspire young Malaysians to travel

share on

The "Embrace Gold Coast" campaign, which is a strategic tie-up between Tourism and Events Queensland (TEQ) and Air Asia X (AAX), is kicking off in Malaysia to inspire young Malaysians to travel direct to Gold Coast Australia.The campaign is expected to run for six months and a local influencer-led contest is in the pipeline, to give the audience even greater brand experience in rediscovering the wonders of Gold Coast and beyond.The campaign was conceptualised by Govt Kuala Lumpur and it challenged the old Gold Coast narrative of sun, sand, surf and theme-parks to a fresh new perspective that appeals to Millennial wanderlust. The Embrace Gold Coast campaign consists of a single targeted message spread across print media, OOH, web and cinemas that positions Gold Coast as a welcoming new destination.“Younger Malaysian travellers are looking to embrace inspiring journeys to unexpected destinations which is why we’ve positioned Gold Coast as the ideal destination that welcomes them with open arms and highlighted the less-expected offerings in the films,” Didi Pirinyuang, Govt KL’s creative group head said.“Having the rare opportunity to change the narrative of a well-known brand and destination is what Govt itself thrives on, and we look forward to even more creative challenges and collaborations.”https://youtu.be/AALm4ybSAkQhttps://youtu.be/OnrcTIXsh60https://youtu.be/VGi7pf-Z2_c 

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window