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.
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.