Tourism Malaysia launches latest marketing efforts

Tourism Malaysia has launched major marketing efforts to lure tourists to local shores.The campaign was driven around the story of proximity in Malaysia where sights, shopping and shows are merely “Dekat Je,” loosely translated as “close by.” The catchphrase was also used as a way to express the proposition of the campaign where travel brings people closerThe campaign kicked off with a song that was done in collaboration with local rap artist Altimet and his band, the Diplomats of Drums. A music video was then created to get the audience to buy into the message of travelling domestically in a fun and energetic way.Watch the video here:https://www.youtube.com/watch?v=k76MmK52avkTourism Malaysia also launched the campaign with a series of TV Commercials that appeared on selected free-to-air and cable TV stations. The concept of the TVC was driven by a simple series of “wefies” that different target groups take when they’re on holiday. The smooth transition from one scene to another depicted how easy it was to go from one holiday to another within Malaysia. Shortened versions of 30 seconds were played on TV and longer cuts were used to give the audience a fuller picture when they’re shopping for a holiday destination online.Watch the ad here:https://www.youtube.com/watch?v=CNAkARdIg3YRadio spots were also created to capture the audience during drive time. Over 40 outdoor mediums were secured to remind the audience of the many attractions that awaited them at every turn. Print ads were deployed thematically to set the tone for coming tactical campaigns.GOVT KL was appointed in January this year along with Sumur Mutiara Sdn Bhd as the AORs for Tourism Malaysia’ domestic market portfolio. The portfolio is worth RM15 million a year and the contracts run for three years.Sumur Mutiara is tasked with media planning, negotiations and buying of strategic spaces across TV, print, radio, outdoor.The campaign’s second phase will roll out soon.