Malaysia: Destination Brand

880 Million tourist arrivals

in 2009

Malaysia ranks 9
th
, with
23.6 million arrivals

In 2008, international
tourism receipts were
USD 1.1 trillion

KL 4
th
most visited city in
2009
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 countrys tourism success is grounded in the core principles of brand
reputation.

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

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

Make it Malaysia: This program, groups of foreign media persons and
tour operators were invited to experience the tourist products and
destinations in Malaysia.
WELCOME TO PENANG:
REBRANDING AND
MARKETING THE PEARL OF
THE ORIENT

PENANG: THE BRAND
Tourism in Penang

In 1970s when focus was put on tourism

Second most important economic sector in
Penang after manufacturing

Current Branding and
Positioning

Natural Beauty
Parks
Beaches
Jungles

Culture
Mix of ethnicities
Colonial architechture
History
Colonial Settlements
World War II
Food
Malay
Chinese
Indian
Penang
New York
Historical / Cultural
Heritage
Modern Landmarks
Natural Beauty /
scenic locations
Urban Life
Penang
London
Kuala Lumpur
Historical and Cultural Heritage
Diverse Culture
Traditions
Architecture
Recommendations
Invest in restoring old buildings
Ensure cleanliness
Great historical significance World War II
Historical buildings
Fort Cornwallis
Recommendations
Maintenance of buildings
Development of museum
Food
Wide variety of foods
Malay
Chinese
Indian
Street food
Recommendations
More focus on promoting street food as
part of the culture and tradition

Beaches
Not as beautiful as in other
parts of Malaysia but still
attracts a lot of visitors
Batu Ferringhi
Water sports facilities
Shopping
Wide variety of food
from fine dining to street
food
International hotels


Nature walk and Penang
Hill
Beautiful trails for trekking
Penang hill
Provides a picturesque
birds eye view of the island
Historic funicular railway
Recommendation
Regular maintenance of the
funicular railway so that
the hill is accessible
throughout the year

Medical Tourism
Projecting Penang as a regional
medical tourism hub

Wide variety of choices
Traditional therapies
Contemporary medicine
Strategies for Re-
branding
Niche Markets
Docking Station
Sports Events
MICE
Exchange Education
Cross-marketing
Food
Cultural
Heritage
Historical
Heritage
Natural
Beauty
Primary
Attraction
Attributes
Marketing Strategy
Development
"One
Penang"
Private-Public
Partnerships
Marketing Essentials
"The Historical Gateway to
Southeast Asia"
"Where the Past meets the
Future"
Tagline
KOMTAR
Penang Bridge
Brand Logo
TV, Radio, Internet
Travel Agents and Authorities
Mags, Journals, Newspapers
Advertising
Channels
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/