Level 3A (West Wing)

Menara BRDB, 285 Jalan Maarof

Bukit Bandaraya, 59000

Kuala Lumpur, Malaysia

© 2019 K&L ISC (Southeast Asia) Sdn Bhd

Applying our philosophy of innovation successfully

 

a case study of the world's most awarded country brand (1999 - 2010) and still going strong today

THE CHALLENGE IN 1999:

Low awareness, low tourism arrivals & receipts

 

THE BRAND VISION:

To be the preferred holiday destination in Asia

 

THE TRUTH:

Malaysia cannot just compete on beaches, shopping, nightlife

 

THE STRATEGY:

Celebrate Malaysia's diversity

56,500,000,000

24,600,000

9

41

1

1

return on investment

CAMPAIGN RESULTS (1999-2010) AS TRACKED AND REPORTED BY TOURISM MALAYSIA & PACIFIC ASIA TRAVEL ASSOCIATION [PATA]

quintupled

tourism receipts in ringgit

quadrupled tourism

arrivals

International

awards

case study

presentations

world's most 

awarded campaign

top-of-mind

thematic line

INNOVATION LEADS TO INCREDIBLE BUSINESS GROWTH

INNOVATION BEATS THE COMPETITION

Against Indonesia (even with Bali), Singapore (even with shopping) & Thailand (even with Phuket & the Bangkok nightlife). Source: PATA

the success of the "Malaysia: Truly Asia" campaign is based on

our philosophy of innovation:

 

We found the one differentiating fact

 

We built that fact into a compelling story

 

We maintained prudent visibility

 

We remained consistent to a fault

 

We found new ways to stay refreshing & relevant through four 3-year contract periods (1999 – 2010)

 

We served Tourism Malaysia for 12 years as brand strategists, guardians and implementors for  5 different Ministers

under 3 different Prime Ministers, and not merely as an advertising agency

other recognitions

 

“In Malaysia, you can find elements of China, India and Indonesia and their specialities as Malays, Chinese and Indians make up the majority of our people. This is what I term as a ‘three–in–one’ offer.”

Tun Dr Mahathir Mohamad

Prime Minister of Malaysia (1981 – 2003, 2018 – Present)

 

 

“The time is now, the place is Malaysia. There is so much to explore, so much to experience.”

Tun Abdullah Ahmad Badawi

 Former Prime Minister of Malaysia (2003 – 2009)

 

 

“Malaysia has successfully captured the market and has done a remarkable job with its ‘Truly Asia’ Campaign.”

Peter de Jong

PATA President & CEO, 2007