THE “Malaysia: Truly Asia” campaign won the ISC Group another gold award for “Best Sustained Success” at the Asian Marketing Effectiveness (AME) Awards 2009 in Hongkong recently.
In fact, the campaign has earned more awards for Malaysia than any other tourism campaign in the history of advertising, with almost 30 top international awards to its name.
The AME Awards are held annually by the Asia-Pacific leading trade magazine Media and recognises productive marketing campaigns that deliver a return on investment and redefine enterprises.
The awards also focus on presenting campaigns that attain results through innovation and create world class brands by combining creativity and effectiveness.
“ISC Group, especially TBWA\Tequila, feels honoured to receive this award that is a testament to the achievements of the Malaysia:Truly Asia campaign over the decade”, ISC founding chairman and TBWA\Tequila president and chief executive officer Austen Zecha said.
“The fact that our group has served five different tourism ministers over four successive three-year contract periods, with all five ministers fully supporting and sustaining our Malaysia: Truly Asia campaign, is evidence of the group’s marketing savvy,” he said.
Zecha attributed the campaign’s success to its having the three principal ingredients for successful branding:
» a brand character that delivers the brand promise;
» a brand identity that is uniform, consistent and sustained; and
» sustainability that has the ability to evolve in terms of creativity and impact.
Zecha said the Malaysia: Truly Asia campaign had managed to triple the annual number of visitors to the country and more than quadruple earnings from the tourism industry, making it Malaysia’s second largest income earner.
The campaign created by the agency in 1999 also won the AME gold award last year and a silver in 2006 for “Best Long-Term Marketing and Branding”.
It also bagged the gold award in March at Berlin’s annual International Tourism Bourse – the world’s largest and most important annual tourism and travel fair.
Malaysia: Truly Asia was recognised for its international print campaign on Malaysia’s multi-racial, multi-ethnic and eco-tourism attractions based on a decade-old campaign message of one destination offering nearly all aspects of Asia.
Campaign quality and the impact of ingenious advertisements combined with marketing effectiveness helped to increase the annual number of visitors to Malaysia as well as earnings from tourists.
In a readership poll conducted in 2006 and 2007 by US Global Traveler magazine – which has more than 66,000 subscribers – Malaysia was cited as the World’s Leading Destination.
A UBS poll in 2006 cited Malaysia as the World’s Best Value-for-Money Destination.
Source : SUN
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