Tourism Malaysia: Creating ‘Brand Malaysia’

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

Unity in diversity

Promote Multiethnicity

The ‘Truly Asia’

Campaign Culture of smile

Celebrating 50 glorious years

Visit Malaysia Year 2007

Other Campaigns• Malaysia My 2nd Home

Launched in 1996 Aimed at convincing foreign retirees to make Malaysia their

2nd 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

Promoting people not country

Complex logo

Lack of clear image.

Less focus on medical and ecotourism

No communication on safe destination.

Link To Theoretical Concepts

BrandPositioni

ng

Brand Identity

Brand Personal

ity

Brand Communicat

ion

Brand Image

Brand Awarene

ss

Brand Equity

Brand Management Framework

Brand Knowledge

Brand Positioning:• Image Positioning• Positioned Malaysia as a favorite tourist

destination (globally).

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?

Has Tourism Malaysia been able to create a unique image for Malaysia in

the global tourism sphere?

Terima Kasih!!!