Competing against other travel-related organisations, these recent wins have not only placed Malaysia on the global map once again, they also reflect Tourism Malaysia’s consistent and impactful approach to spreading the beauty that is Malaysia.
Tourism Malaysia TVC
The President of the ISC Group, Austen Zecha, said, “PATA is recognised as the region’s leading travel trade association. To be shortlisted is already an honour in itself; to win an award in not one but in three different categories is simply icing on the cake. We, on behalf of Tourism Malaysia, are truly proud of this achievement.”
Austen added, “As the main objective of the campaign is to attract visitors to come and visit Malaysia, we developed a global campaign that focused on a list of attributes that Malaysia is known for. From bargain shopping, jungle trekking, deep-sea diving, to even promoting the ‘Malaysia: My Second Home’ programme, the international campaign, currently headlined ‘The Time Is Now, The Place Is Malaysia’, really reflects the beauty and lasting impression that Malaysia has to offer to travelers.”
Tourism Malaysia Print Ad
Open to both PATA and non-PATA members, this year’s competition attracted a record total of 339 entries from 132 travel and tourism organisations. Peter de Jong, President and CEO of PATA, said, “The PATA Gold Awards seeks to recognise the achievements of those individuals and organisations who have contributed to the development of the travel and tourism industry in Asia Pacific.”
He added, “Although cultural heritage and environmental tourism are the dominant themes of the winning entries in this year’s awards, Tourism Malaysia’s ‘Malaysia: Truly Asia’ campaign took home the Gold awards due to its cohesive approach to promoting the country– by addressing all of its attributes in a manner that is both warm and honest; definitely a testimony to its people, culture and their outlook in life.”
Tourism Malaysia Web site
During the span of nearly eight years, the ‘Malaysia: Truly Asia’ campaign has not only won more than 25 awards worldwide, including the region’s Media Magazine’s Marketing Effectiveness Award in 2006, it has also seen more than a tripling of annual visitors to Malaysia and a corresponding increase in tourism receipts.