Tourism Malaysia Brand

Making Malaysia the destination of choice in South East Asia
The Challenge

There are more than 600,000 competing communities in Asia and more than 1,000 regional and national economic development agencies, all competing for tourists, making it easy for even the most compelling messages to get lost amid all the destination claims. For years, Tourism Malaysia spent tens of millions of dollars creating beautiful ‘me too’ destination campaigns but visitor numbers from high value countries were falling because the campaigns were unable to break through the noise and be noticed.

Tactical campaigns, often created independently of other departments & without consultation were also ineffective and Tourism Malaysia wanted to understand why. Finally, Tourism Malaysia employees lacked brand knowledge and there was a lack of strategy.

The Solution
Like all brands, Tourism Malaysia is unique so a proprietary branding model was not suitable so Fusionbrand custom built a global internal & external brand audit model to really get deep under the skin of Tourism Malaysia at home and in 12 global markets.
The Results
Multiple internal and external branding issues were identified across digital and traditional brand communications, experiences and data collection. An astonishing 300+ brand improvement recommendations were made with more than half implemented in the six months after the final presentation. These recommendations impacted internal, external branding & communications activities.
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