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

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

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
 Brand
Positioning
Brand
Image

Brand Brand Brand

Identity Communication Equity

Brand
Awareness
Brand
Personality

Brand Knowledge

Brand Management Framework

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!!!