Tourism Malaysia concludes creative pitch

Tourism Malaysia has picked The IO Movement to handle global advertising and promotion duties worth about RM89.1 million. Meanwhile, it selected M&C Saatchi to handle digital marketing duties in Europe for nine months. The agency is also responsible for creating a music video for the Visit Malaysia 2020 campaign. The approximate cost for those two duties are about RM2.99 million and RM1.2 million respectively.

The Malaysian tourism board has also handed IPSOS the responsibility of studying the effectiveness of the Visit Malaysia 2020 campaigns. The account is worth about RM995,040. Sundata was also picked to supply computer boards for tourism management. The account is worth RM729,810, according to Tourism Malaysia's website. A+M understands the appointments were made last year.

Tourism Malaysia first called for the pitch last year, with the appointment set for two years. It was also on the lookout for an agency to help edit a video clip for Visit Malaysia 2020. The Visit Malaysia 2020 logo was launched last year, with a style inspired by Malaysian batik. The logo features the rhinoceros hornbill perched on the left, illustrating the unique fauna and eco-adventures that Malaysia has to offer. The Malaysian government had originally planned for 2020 to be a big year, but the COVID-19 outbreak caused a last minute change in plans. 

Earlier this month, the Ministry of Tourism, Arts and Culture (MOTAC) said it is restructuring its Visit Malaysia 2020 campaign to focus on new markets, after witnessing a significant drop in the number of tourists coming from the China. Quoting MOTAC's minister Datuk Mohammadin Ketapi, Bernama reported that the new markets MOTAC is looking at include European countries, Australia, Middle East, Central Asia, Russia and East Asia. Kepati added that MOTAC is ready to discuss with Malaysia Airlines, Malindo and AirAsia to explore new travel routes to the new markets. Meanwhile in Southeast Asia, Ketapi said MOTAC has come up with a "Quick Win" strategy for its neighbouring ASEAN member countries as an alternative campaign to restore the country’s tourism.