Jun 21, 2024

TOURISM MALAYSIA WON SILVER AWARD AT THE DRUM MARKETING AWARDS APAC

KUALA LUMPUR, 20 June 2024 – Tourism Malaysia proudly announced its victory at the Drum Marketing Awards APAC, securing the Silver Award in the Government/Public Sector category. The award was presented during the Awards Show held on Thursday, May 30, 2024, in Singapore, recognising the exceptional ‘Selamat Kembali to Malaysia’ campaign developed by BBC StoryWorks for the Malaysia Tourism Promotion Board (MTPB) in 2023.

The Drum Awards is a prestigious global awards programme that celebrates best practices, outstanding companies, and remarkable individuals in marketing and communications.

In a post-pandemic world, the Malaysia Tourism Promotion Board (MTPB) identified an opportunity to re-establish Malaysia as a premier tourism destination. The campaign aimed to capitalise on the growing demand for experiential and authentic travel. The objective was to boost awareness and shift brand sentiment, positioning Malaysia as an accessible, eclectic country full of unique experiences worth exploring.

BBC StoryWorks developed the ‘Selamat Kembali to Malaysia’ (Welcome Back to Malaysia) campaign to entice savvy, affluent, and conscientious travellers to venture beyond the familiar and discover more of Malaysia. The campaign achieved outstanding results, surpassing its KPIs with over 16 million video views and 1.3 million page views. Further research by BBC StoryWorks’ science of engagement studies on the five films revealed a 12% uplift in brand favourability, an 11% increase in purchase intent, and a 96% desire to engage with the brand.

The Drum Marketing Awards APAC underscored the effectiveness and impact of the ‘Selamat Kembali to Malaysia’ campaign in rebranding and promoting Malaysia as a top-tier tourism destination.

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About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene.

The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG).

Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook,Instagram, Twitter, YouTube, and TikTok.

For enquiries, please contact:

Suraya Hani Muhamad
Chief Tourism Officer
Advertising & Digital Division
surayahani@tourism.gov.my
Tel: +603 8891 8716

Marhafizman Mohamad Daud
Senior Tourism Officer
Corporate Communications Division
marhafizman@tourism.gov.my
Tel: +603 8891 8785

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