Malaysia’s Tourism Efforts Honored with Silver at Prestigious APAC Ceremony

Friday, June 21, 2024

Tourism Malaysia celebrated a significant achievement at the Drum Marketing Awards APAC, winning the Silver Award in the Government/Public Sector category. This accolade was awarded at the ceremony in Singapore on Thursday, May 30, 2024, in recognition of the innovative ‘Selamat Kembali to Malaysia’ campaign created by BBC StoryWorks for the Malaysia Tourism Promotion Board (MTPB) in 2023.

The Drum Awards is a globally recognized program that honors excellence in marketing and communications, spotlighting the best in industry practices and outstanding individuals.

Following the pandemic, the MTPB seized the opportunity to reaffirm Malaysia’s status as a leading tourism destination. The campaign was designed to leverage the increasing interest in immersive and genuine travel experiences. Its goal was to enhance visibility and alter brand perception, showcasing Malaysia as an inviting, diverse nation brimming with unique, must-see attractions.

Crafted by BBC StoryWorks, the ‘Selamat Kembali to Malaysia’ (Welcome Back to Malaysia) initiative targeted sophisticated, affluent, and mindful travelers, encouraging them to explore beyond the typical and uncover Malaysia’s varied offerings. The campaign excelled, exceeding its performance indicators with more than 16 million video views and 1.3 million page views. BBC StoryWorks’ engagement science research on the campaign’s five films demonstrated a 12% rise in brand favorability, an 11% boost in purchase intent, and a 96% inclination to interact with the brand.

The Drum Marketing Awards APAC highlighted the campaign’s success and its role in enhancing Malaysia’s image as a premier tourism destination.