Issue: Malaysia is arguably one of the most culturally interesting, visually stunning and intellectually stimulating destinations in Southeast Asia. However in New Zealand, it can be overshadowed as a tourist destination by some of its neightbours, such as Thailand, Singapore and Indonesia (Bali). Those who have been to Malaysia, love it; however, for many of those who haven\\\'t, nor know people who have, Malaysia is largely unknown.
Idea: With this in mind, we developed a PR strategy that not only helped to drive awareness of Malaysia as a destination but also help to educate New Zealanders about the many delights it offers. This included regular news and communications to media, including trade who are the key touch point for Kiwis looking for information about exciting new destinations to travel to. We also hosted a number of media famils giving travel writers the chance to enjoy this amazing destination themselves and share their experience with others by writing about it in key travel publications. A number of print and radio consumer promotions also helped to promote Malaysia and gave some lucky Kiwis the chance to visit!
Impact: All of this has helped and continues to promote Malaysia as an exotic must-see destination that every Kiwi should plan to visit in the near future!