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A presentation by
• Nivedita Gangay
• Virendra Singh Rathore
• Swati Roy
• Victor Mukherjee
• Subhankar Goswami
Malaysia: The Fact File
• Capital : Kuala lampur
• Area: 329847 sq. Kms
• States: 13
• Language: Malay
• Population: 22.8 Million
• GDP: $ 318.8 Billion
• Currency: Ringgit
• Second largest Forex Earner
• Awarded ‘Best Tourism Destination’ – Global Traveller
Magazine
Promoting Brand
The
Visit
‘Truly
Malaysia
Asia’ Unity in Year 2007 Culture of smile
Campaign diversity
Promote Celebrating 50
Multiethnicity glorious years
Other Campaigns
• Malaysia My 2nd Home
Launched in 1996
Aimed at convincing foreign retirees to make Malaysia their 2 nd home.
• Mesra Malaysia
Launched in 2002
Aimed at preparing front line staff s to deliver exceptional service to visitors.
• Make It Malaysia
Launched in 2005
Aimed at generating closer industry relationships with foreign travel trade
partners.
Drawbacks
Lack of distinctiveness in global tourism sphere
Complex logo
Brand
Awareness
Brand
Personality
Brand Knowledge
Brand Identity:
• Design of Visit Malaysia Year (VMY) 2007 logo.
• Redesign of the logo after facing criticism.
Brand Personality:
• Hospitality, amiable, Open, free & self-governed.
Company Centric
• The ‘Truly Asia’ campaign
• Official e-tourism portal: virtualmalaysia.com
• Media advertisements
• Visit Malaysia Year 2007 campaign
• Other campaigns like Malaysia my 2nd home,
Mesra Malaysia, Make it Malaysia, MICE
Tourism Campaign…
Brand
Communication
Brand Image:
• Unity in Diversity
• A liberal nation & an accommodating
population.
Brand Awareness:
• 10.6 million visitors arrived in Malaysia
between January & June 2007 (post VMY
2007).
• Average hotel occupancy rate increased from
51.7% in 1999 to 65.5% in 2006.
Customer
Centric
Questions that Arises…
Is it a confused positioning?