1. Capturing The World’s Attentio n
Online/Offline Marketing Integratio n

2. Malaysia Tourism Scenario

3. S t e a d y v i s i to r g r o w t h ra t e t h r o u g h g l o b a l
issues and crises
Arrivals (mil) 30
351% growth from 1998 to 2011
25
24.6 24.7
23.6
22
20.9
20
17.4
16.4
15.7
15
12.7 13.2
10.2 10.5
10
7.9
5.5
5
0
'98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11
JE 9/11 SARS/Iraq War H1N1
MTA launch Bali Bombing Tsunami VMY 2007

4. M a l ays i a i s n i n t h m o s t v i s i te d c o u n t r y i n t h e
world

5. I n c r e a s i n g go ve r n m e nt i nve st m e nt s a n d r i s e
i n t o u r i st a r r i va l s b r o u g ht i n R M 5 8 . 3 b i l l i o n
i n t o u r i s m r e ve n u e
Receipts (RM bil)
70
578% growth from 1998 to 2011
60 58.3
56.5
53.4
49.6
50
46.1
40
36.3
32
29.7
30
25.8
24.2
21.3
20 17.3
12.3
10 8.6
0
'98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 11

6. A S E A N c o n t i n u e s t o d o m i n ate w i t h > 7 0 % o f
t o t a l a r r i va l s
Malaysia Tourist Arrivals 2011
3% 3%
4% 5%
9%
ASEAN
NORTH & EAST ASIA
WEST & SOUTH ASIA
ASEAN, 76% OCEANIA
AMERICAS, EUROPE, SOUTH AFRICA
OTHERS

7. S i n ga p o re c o n t r i b u te d > 5 0 % o f t o t a l a r r i va l s
t o M a l ays i a .
Malaysia Tourist Arrivals 2011: Top 10 Markets
Rank Country 2011 Arrivals
1 Singapore 13,372,647
2 Indonesia 2,134,381
3 Thailand 1,442,048
4 China 1,250,536
5 Brunei 1,239,404
6 India 693,056
7 Australia 558,411
8 United Kingdom 403,940
9 Japan 386,974
10 Philippines 362,101

8. Tourism Malaysia Marketing &
Promotio n

9. M a r ke t i n g O b j e c t i ve s
1 2 3
Extend the average Stimulate the growth of
Increase foreign length of stay of domestic tourism
tourist arrivals visitors to increase per and encourage planned
capita expenditure holiday culture
Year Arrivals Receipts Year ALOS Per Capita Year Total (mil)
(mil) (RM bil) (nights) (RM)
2005 16.4 32.0 2005 6.1 1,944 2005 29.9
2006 17.5 36.3 2006 6.2 2,067 2006 32.5
2007 20.1 46.1 2007 6.3 2,196 2007 35.1
2008 21.5 49.6 2008 6.4 2,247 2008 37.7
2009 23.6 53.4 2009 6.7 2,256 2009 40.3
2010 24.6 56.5 2010 6.9 2,250 2010 42.9
2011 24.7 58.3

10. I n t e r n at i o n a l M a r ke t i n g Z o n e s
1
NORTH ASIA &
EAST ASIA
2
4 ASEAN
EUROPE,
AMERICAS &
OCEANIA
3
SOUTH ASIA,
WEST ASIA &
SOUTH
AFRICA

11. Primary
I n t e r n at i o n a l Ta r ge t M a r ke t s Secondary
EUROPE EAST ASIA NORTH ASIA ASEAN
UK China Japan Singapore
Ireland Taiwan South Korea
Germany Hong Kong Indonesia
Switzerland Macau Thailand
Netherlands Brunei
France Philippines
Italy
Vietnam
Sweden
Russia Cambodia
Turkey Laos
Belgium Myanmar
Austria
Czech Republic
Poland
Luxembourg AFRICA WEST ASIA SOUTH ASIA
Spain South Africa
Portugal Saudi Arabia India
Greece UAE Sri Lanka
Norway Iran Pakistan
Denmark Syria Bangladesh
Finland Oman Nepal
CIS Kuwait
Qatar
AMERICAS OCEANIA Egypt
USA Australia Yemen
Canada New Zealand Lebanon
Argentina Jordan
Bahrain

12. Ta r ge t S e g m e nt s
Family with Young or Teenage
Young Adults Retiree / Senior Citizen
Children
Youth / Student Honeymooner Luxury Traveller / Elite
Special Interest Group – Sports,
Expat Health Tourist
Golf, Eco-tourism, Diving, Religious

13. I n t e r n at i o n a l M a r ke t i n g S t ra t e g i e s
 Continue to promote Malaysia as a top tourism
destination using the 'Malaysia Truly Asia' campaign
 Adopt a destination-focused approach
 Develop dual-destination marketing strategy
 Enhance tactical promotions
 Dedicated efforts to convert day-trippers to overnight-
staying tourists
 Promote new packages and products

14. D o m e st i c To u r i s m P r o m o t i o n S t rate g i e s
 Encourage a planned holiday culture by developing and
selling the ‘Cuti-Cuti 1Malaysia’ packages
 Promote domestic tourism exhibitions and events
alongside CC1M roadshows
 Strengthen smart partnerships between local cultural
programs and sports events with TV and radio stations
 Upgrade information dissemination system

15. A d ve r t i s i n g S t rate g i e s
 Multiple campaigns approach where:
• Each campaign addresses a specific objective
• In-market situation determines the campaign weight
 The campaign module consists 4 types of
advertisements:
1. Global Thematic
2. In-market Thematic
3. In-market Tactical
4. Ad-hoc Advertising

16. A d ve r t i s i n g S t rate g i e s – C a m p a i g n M o d u l e
1 2 3 4
Global In-market In-market
Ad-hoc
Thematic Thematic Tactical
Campaign
Campaign Campaign Campaign

17. Global Thematic Campaign:
To i n c r e a s e a w a r e n e s s a n d p r e f e r e n c e f o r M a l a y s i a .
Communication focuses on overall brand
proposition.

18. I n - m a r ke t T h e m a t i c C a m p a i g n :
D e d i c a t e d m a r ke t - s p e c i f i c c a m p a i g n s b a s e d o n
l o c a l m a r ke t s ’ n e e d s a n d i n s i g h t s .
To c r e a t e i n t e r e s t a n d d e s i r e t o v i s i t M a l a y s i a .
ASEAN East Asia North Asia
Europe/Americas/Oceania South Asia West Asia

19. I n - m a r ke t Ta c t i c a l C a m p a i g n :
To s t i m u l a t e b o o k i n g a c t i o n a n d d r i v e c o n s u m e r s
to travel agents and/or internet sites.
Includes co-op campaigns with strategic partners
such as Malaysia Airlines and AirAsia.
Travel packages

20. Ad-hoc Campaign
To c a p i t a l i s e o n o p p o r t u n i t i e s t h a t m a y a r i s e o r
crisis management due to unforeseen
circumstances.
I n c l u d e s s p o n s o r s h i p s a n d e v e n t m a r ke t i n g .
Japan Recovery Programme
post Tsunami

21. World Travel Trends
21

22. More trips, higher average spending per trip
but average shorter trips
Asians spend the most per trip,
Americans take the longest trips while
ahead of Americans and followed by
Asians take the shortest trips.
the Europeans.
Implication:
Implication:
Encourage more frequent trips as
Opportunity to drive luxury
opposed to longer stays among
segment among Asians
Asians
Source: ITB World Travel Trends Report 2011/2012

23. Europeans and Americans take more and
cheaper short-haul trips or ‘staycations’
Due to economic situations, crises and catastrophes in
destinations around the world, Europeans and Americans
are taking shorter and cheaper short-haul trips or even
‘staycations’ i.e. ‘holidaying’ at home.
Source: ITB World Travel Trends Report 2011/2012

24. Asian travel soars with the rise of well-off
middle classes
Low-cost airlines open Asia’s sophisticated urban life Apart from China and
up markets with more creates demand for more India, Indonesia,
and more new routes. specialised products – heritage Vietnam and
Intra-Asian air travel & culture, ‘edutainment’ Philippineshould be
became the largest theme parks, soft adventure, watched as major
regional market in the luxury holidays and sports outbound markets.
world. tourism.
Implication:
Prioritise marketing effort to focus on attracting short-haul tourists
from Asia region.
Source: ITB World Travel Trends Report 2011/2012 24

25. Rise and rise of the Internet!
Online bookings now account
for nearly half of travel
bookings.
Consumers are using
online media extensively
for travel planning and
information gathering.
After their trips they
heavily use social
media and other online
platform to communicate
their experiences.
Source: ITB World Travel Trends Report 2011/2012

26. The phenomenal growth of the tourism industry
online, has intensified the battle for the consumers’
time and attention.

27. Asia has the highest number of Internet users…

28. …driven by big
populations in certain
Asian countries which
are also the major
outbound markets

29. 835,525,280 Facebook users worldwide!

30. Tourism Malaysia e-Marketing
30

31. E - M a r ke t i n g a d o p te d b y To u r i s m M a l ays i a
1 2 3 4
Search Engine Online Banners Ad Network Facebook
Campaign
Drive to website: www.tourismmalaysia.gov.my

32. S e a rc h
 Presence in Search Engines to
consistently drive high click-
throughs to the Tourism
Malaysia website.
 Drove excellent brand
awareness and huge traffic to
the TM website.

33. O n l i n e B a n n e rs
 Blanket coverage across all
major markets through leading
regional portals to achieve high
levels of awareness.
 Buying into high traffic lifestyle
and social portals such as
Yahoo and Facebook, as well as
high affinity travel portals such
as Trip Advisor and Yahoo
Travel.

34. Ad Network
 Audience were targeted on the basis
of their online behaviours, custom
channel and context.
 Users who have already engaged with
the brand (Tourism Malaysia)
previously at some point were also
targeted.
 Execution:
 Optimised the campaign on
regular basis by shifting budgets to
the best performing geos and
placements.
 Use an interesting mix of
international and local sites to
further campaign reach.
 Utilise rich media banners for
better visibility and impact.
Supported by standard banners to
maintain cost efficiency.

35. Fa c e b o o k C a m p a i g n
 Launched in June 2011 to promote 6 event-based campaigns:
1. Colours of 1Malaysia
2. 1Malaysia Malaysia Mega Sale / Malaysia Year End Sale
3. Cuti-Cuti 1Malaysia
4. 1Malaysia Contemporary Art Tourism contest
5. 1Malaysia Green and Clean Campaign
6. Fabulous Food 1Malaysia
 Have garnered 495,628 fans so far

36. Moving Forward

37. S o c i a l C r e a t i v i t y i s t h e f u t u re
 Moving from reach and awareness to more engagement.
 Design social marketing campaigns that allow 3Ps – Play, Participate,
Pass On.
 Build a credible online infrastructure to facilitate travellers in travel
planning and booking, as well as a platform to share their
experiences before, during and after a trip.

38. PHILIPPINES
• In 2011 Philippines launched new
campaign “It’s more fun in the
Philippines” and went heavy on
social media.
• Authority said this campaign is
“everybody's campaign” and
the images used in the ads
were shot by regular Filipinos,
depicting variations of the “It’s
more fun in the Philippines”
slogan.
• Campaign went
international when its
TV ads debut in CNN on
30 April 2012.
38

39. P h i l i p p i n e s S o c i a l M e d i a B o o st
“ I t ’s m o r e f u n i n t h e P h i l i p p i n e s ” n e w s
c o ve ra ge o n C N N

40. I n t e r n at i o n a l t o u r i s m i s fo r e c a ste d t o g r o w
a s m u c h a s 7 0 % i n t h e n ex t 1 0 ye a r s t o h i t
1 . 6 b i l l i o n a r r i va l s b y 2 0 2 0

41. To u r i s m M a l ays i a a i m s t o a t t ra c t 3 6 m i l l i o n
t o u r i st s b y 2 0 2 0 w i t h a n a n n u a l r e ve n u e o f
RM168 billion
36 millions RM168 billion
in tourist arrivals in tourist receipts
(46% increase from 2011) (200% increase from 2011)
Target growth rate is below forecasted Indicates the need to
category growth (70%) attract high-yield tourists

42. Thank you