Business Case Studies, Brands & Branding and Private Labels Case Study, Tourism Malaysia, Malaysia Tourism Promotion Board (MTPB)

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Brands & Branding and Private Labels Case Study

Case Title:

Tourism Malaysia: Marketing the Country

Publication Year : 2007

Authors: Taranjeet Chawla, Kumar Satyaki Ray

Industry: Leisure and Tourism


Case Code: BBP0076K

Teaching Note: Available

Structured Assignment: Available

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In early 2006, Malaysia launched a ‘Visit Malaysia Year 2007’ campaign which coincided with the golden jubilee of its independence in 2007. The objective of the campaign was to market Malaysia as a major tourist destination and attract 20 million international tourists in 2007, up from 16.4 million in 2005. In 1999, Malaysia had launched the ‘Malaysia: Truly Asia’ campaign which significantly increased international tourist flow to the country.

The case deals with the efforts made by Malaysia to transform itself into a comprehensive tourism product and market it.

Pedagogical Objectives:

  • To analyse the need for integrated planning to make a country brand
  • To understand the identity and image of Malaysia as a country brand
  • To analyse the challenges while managing a country brand
  • To discuss the critical success factors for a country brand.

Keywords : Tourism Malaysia, Malaysia Tourism Promotion Board (MTPB), Malaysia: Truly Asia, Visit Malaysia Year, Brands & Branding Case Study, Tourist Development Corporation of Malaysia, Asian financial crisis, Malaysia GDP (gross domestic product), Malaysia's international tourist arrivals, Adventure tourism, Meetings, Incentives, Conferences, and Events (MICE), World Tourism Organisation, Tourism infrastructure

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