Tourism Malaysia: Creating 'Brand Malaysia'

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Case Details:

Case Code : MKTG178
Case Length : 19 Pages
Period : 1992-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Malaysia Tourism Promotion Board
Industry : Tourism
Countries : Malaysia

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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A Brief History of Malaysian Tourism

Malaysia has made efforts to attract tourists to the country since the 1960s (Refer Table I for the various taglines used by Malaysia to promote tourism over the years). In 1972, the Tourist Development Corporation of Malaysia (TDC) was established as an agency under the Ministry of Trade and Industry...

The 'Truly Asia' Campaign

Tourism Malaysia launched the 'Truly Asia' campaign in 1999 with the intention of positioning Malaysia as a preferred tourist destination for people from different parts of the world. Efforts had been made to promote Malaysian tourism previously, but the country had been largely hampered by its lack of 'distinctiveness' in the global tourism sphere. Analysts thought that Malaysia did not have a unique image in the minds of people and there was nothing to set it apart from any other Asian country. Some of them went to the extent of saying that Malaysia's diverse population was its shortcoming, as it prevented it from creating a distinct identity globally...

Visit Malaysia Year 2007

Work on the VMY 2007 program started on December 31, 2005.

Throughout 2006, the government and the tourism industry of Malaysia worked together to ensure that the program, which was to be officially launched in January 2007, would be a success...

The VMY Logo

A special logo was designed for the VMY 2007 campaign. The logo was launched on December 31, 2005, when the preparations for the VMY 2007 were officially kicked off. The logo design was a stylized illustration of a hibiscus flower, which was the national flower of Malaysia, and found in abundance throughout the country. The five petals of the flower symbolized the five principles of nationhood in Malaysia...

Other Campaigns

Over the years, the Malaysian government had launched several campaigns to increase the tourist arrivals to Malaysia. Some of these are described below:

Malaysia My 2nd Home: This evolved from the 'Silver Hair Program' launched by the Malaysian government in 1996. This program aimed at convincing foreign retirees to make Malaysia their second home. Foreign retirees had to open a fixed deposit of RM 300,000 (for persons below 50 years age); or RM 150,000 or show proof of monthly off-shore income of at least RM 10,000 (for persons above 50 years age)...

Mesra Malaysia: This program was launched by Tourism Malaysia to prepare front line staff in the tourism industry to deliver exceptional customer service to visitors to the country. They were taught to be 'courteous, friendly, and customer-oriented' and to ensure that they made visitors to Malaysia feel comfortable in every way...

Make it Malaysia: This program was launched in 2005 to generate closer industry relationships with foreign travel trade partners. Under this program, groups of foreign media persons and tour operators were invited to experience the tourist products and destinations in Malaysia...

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