PATA Grand and Gold Award 2012 Winners

MarketingPrimary Government DestinationA Million Experiences to ShareTourism Malaysiahttp://corporate.tourism.gov.myTourism Malaysia launched “A Million Experiences to Share” campaign aiming to meet growingdemands of ASEAN travellers by highlighting the myriad of experiences Malaysia offers, withthe intention of also giving Malaysian tourists experiences they would love to share with others.Diverse experiences in Malaysia have been highlighted in this campaign, including value shopping,unspoilt beaches, street food, gourmet delights, adrenaline-pumping adventure, nightlife andparties, concerts and performances, massage in the city, and nature spas.Genre-specific ads were developed for respective markets and appeared in various online, offline,and out-off home channels from mid-June 2011. Campaign results as of November 2011 showedthat traffic to the Tourism Malaysia website registered huge growth during the campaign. Visitsfrom Indonesia, Philippines and Vietnam, even overtook Singaporeans who were the highest theprevious quarter. There was a whopping 619% increase in Tourism Malaysia website traffic fromASEAN markets during the campaign.“The campaign successfully captured and highlighted Malaysia’s strength of multiple attractionsand experience.” - Judge’s comment