Brand stories
A melting pot of asian cultures
After nearly three decades of service to some of the world’s biggest brands, we have many great stories to tell. Here are just a few.

Malaysia, truly Asia

Malays, Chinese, Indians and numerous ethic and religious groups have call Malaysia home for centuries. This melding of cultures has resulted in a unique and rich melting pot of the best that Asia has to offer travelers – a ‘gastronomical paradise’ and home to hundreds of colorful festivals.

Malaysia is full of contrasts: towering skyscrapers sit side-by-side with wooden houses built on stilts; modern hotels overlook ancient reefs; fine dining surrounded by hundreds of food carts.

All of this makes Malaysia the ideal destination for those seeking the best Asia has to offer and who appreciate more than a generic sun-soaked beach holiday.

The short story

Brand: Tourism Malaysia

Situation: I’ve heard of Malaysia, but I know nothing about it

Objective: To convert high awareness into meaningful recognition about the wonders that travelers will find in Malaysia.

Strategy: Distinguish and differentiate Malaysia via storytelling and experiential marketing.

Results: Malaysia now featured in major media with frequency and tourism figures for Russian tourists visiting Malaysia are increasing.

I’ve heard of Malaysia, but I know nothing about it

While every Russian had heard about Malaysia, few could comment about its specific personality or draw any meaningful associations. Travel agents happily pointed holiday makers to choose Thailand or Bali, or any other directions popular with Russian tourists over Malaysia.

Absence of direct regular flights has been another obstacle for growing tourist traffic to Malaysia from Russia.

To convert high awareness into meaningful recognition about the wonders that travelers will find in Malaysia.

To create a vivid and tempting personality for Malaysia as a unique travel destination capitalizing on its climate, culture, life-style, food versatility, etc.

Distinguish and differentiate Malaysia via storytelling and experiential marketing.

Our approach was to engage life-style, travel and trade media, off and on-line, to not only publicize the country, but to distinguish and differentiate Malaysia from other Asian destinations. The communications strategy targeted not only holiday’s seekers, but also those Russians interested in a second home, quality medical services or international education.

The program includes a variety of communication channels: advertising, public relations (including blogger outreach), social media, events of varying scale and character, targeted co-marketing initiatives with related airlines and other tourism boards, and a special program for travel professionals.

Malaysia now featured in major media with frequency and tourism figures for Russian tourists visiting Malaysia are increasing.

Russia is one of only three worldwide destinations where tourism to Malaysia is growing. Publicity highlights include stories in leading travel, luxury life style, sports and cuisine media: Business FM, Elle, Cosmopolitan, GQ, Jamie Oliver, Vedomosti, Travel.ru, InStyle, Russian national TV channels, like ORT and many others. Co-marketing programs has been run with Singapore and Emirates airlines, as well as other travel boards like Thailand Travel Board.

Consumers now THINK of Malaysia as a tempting quality travel and lifestyle destination with all the best that Asia has to offer and FEEL that Malaysia is truly Asia.