Naga DDB's first Southeast Asia campaign for Tourism Malaysia

This is the first campaign Naga DDB has crafted for Tourism Malaysia since it was awarded the account for the Southeast Asian region earlier this year. However, it's not the first time the agency has been part of the tourism board's group of agencies.

The current print campaign is focused on promoting Malaysia's annual Mega Sale Carnival which opened on 15 July and will run until the end of August. Based on the idea of 'A million experiences to share', the campaign is aimed at showcasing the many attractions Malaysia holds for tourists while introducing the country's newest tourism offerings. One print ad promotes Malaysia as both a budget shopper's haven and a designer brand paradise.

Starting this month, the agency will be rolling out ads promoting other Malaysian tourism products such as eco-tourism, nightlife, beach and island destination, driving holidays, and even Islamic tourism.

"Most Southeast Asian travellers are familiar with Malaysia and we needed to give them fresh ideas and reasons to vist us again and again," said David Mitchell, chief operating officer for Naga DDB in an email interview. "While other competitors are one-dimensional in pushing either urban excitement (Singapore, Hong Kong) or culture and nature (Thailand, Indonesia), Malaysia’s strength lies in its multiple attractions within easy reach,"

This is the first year the panel of agencies working on the Tourism Malaysia has not included the ISC Group since it crafted the tagline 'Malaysia Truly Asia' 12 years ago. Nevertheless, Mitchell said there are no plans to craft a new one.

According to Mitchell, Tourism Malaysia and its group of agencies are already gearing up for 'Visit Malaysia Year 2013' - a major push to increase tourists through promotions and special activities in that year.