malaysia as a brand.ppt

8/10/2019 malaysia as a brand.ppt

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Malaysia: Destination Brand

880 Million tourist arrivals

in 2009

Malaysia ranks 9

th

, with23.6 million arrivals

In 2008, internationaltourism receipts were

USD 1.1 trillion

KL 4thmost visited city in2009


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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.

The countrystourism success is grounded in the core principles of brandreputation.

Malaysia My 2nd Home:This program aimed at convincing foreignretirees to make Malaysia their second home.

Mesra Malaysia:This program was launched by Tourism Malaysia toprepare front line staff in the tourism industry to deliver exceptionalcustomer service to visitors to the country.

Make it Malaysia:This program, groups of foreign media persons andtour operators were invited to experience the tourist products and

destinations in Malaysia.


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WELCOME TO PENANG:REBRANDING AND

MARKETING THE PEARL OFTHE ORIENT

PENANG: THE BRAND


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Tourism in Penang

In 1970s when focus was put on tourism

Second most important economic sector in

Penang after manufacturing


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Current Branding and

PositioningNatural Beauty

Parks

Beaches

Jungles

CultureMix of ethnicities

Colonial architechture

HistoryColonial Settlements

World War II

FoodMalay

Chinese

Indian

Penang


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New York

Historical / Cultural

Heritage

Modern Landmarks

Natural Beauty /scenic locations

Urban Life

Penang

London

Kuala Lumpur


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Historical and Cultural Heritage

Diverse Culture Traditions

Architecture

Recommendations

Invest in restoring old buildings

Ensure cleanliness

Great historical significance World War I

Historical buildings Fort Cornwallis

Recommendations

Maintenance of buildings

Development of museum


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Food

Wide variety of foods

Malay

Chinese

Indian

Street food

Recommendations

More focus on promoting street food aspart of the culture and tradition


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Beaches

Not as beautiful as in otherparts of Malaysia but stillattracts a lot of visitors

Batu Ferringhi

Water sports facilities

Shopping

Wide variety of food from fine dining to streetfood

International hotels


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Nature walk and Penang

Hill Beautiful trails for trekking

Penang hill

Provides a picturesquebirds eye view of the island

Historic funicular railway

Recommendation

Regular maintenance of thefunicular railway so thatthe hill is accessiblethroughout the year


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Medical Tourism

Projecting Penang as a regionalmedical tourism hub

Wide variety of choices

Traditional therapies

Contemporary medicine


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Strategies for Re-

branding


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Niche Markets

Docking Station

Sports Events

MICE

Exchange Education

Cross-marketing Food

CulturalHeritage

HistoricalHeritage

NaturalBeauty

Primary

Attraction

Attributes

Marketing Strategy

Development"One

Penang"Private-PublicPartnerships

Marketing Essentials

"The Historical Gateway toSoutheast Asia"

"Where the Past meets theFuture"Tagline

KOMTAR

Penang BridgeBrand Logo

TV, Radio, Internet

Travel Agents and AuthoritiesMags, Journals, NewspapersAdvertisingChannels


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References

http://www.icmrindia.org/casestudies/catalogue/Marketing/Tourism%20Malaysia-Creating%20Brand%20Malaysia.htm

http://www.state.gov/e/eb/rls/othr/ics/2013/204686.htm

http://citybranding.typepad.com/city-branding/city-image/

http://www.investkl.com/
http://www.state.gov/e/eb/rls/othr/ics/2013/204686.htmhttp://www.state.gov/e/eb/rls/othr/ics/2013/204686.htmhttp://www.state.gov/e/eb/rls/othr/ics/2013/204686.htmhttp://www.investkl.com/http://www.investkl.com/http://www.investkl.com/http://www.investkl.com/http://www.investkl.com/http://www.investkl.com/http://www.investkl.com/http://www.investkl.com/http://www.investkl.com/http://www.state.gov/e/eb/rls/othr/ics/2013/204686.htmhttp://www.state.gov/e/eb/rls/othr/ics/2013/204686.htmhttp://www.state.gov/e/eb/rls/othr/ics/2013/204686.htmhttp://www.state.gov/e/eb/rls/othr/ics/2013/204686.htmhttp://www.state.gov/e/eb/rls/othr/ics/2013/204686.htm

malaysia as a brand.ppt

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