‘Truly Asia’ campaign wins top honour

‘Truly Asia’ campaign wins top honour
by Chin Lee Kam

newsdesk@thsundaily.com

TOURISM MALAYSIA’s Malaysia: Truly Asia campaign recently won the Gold Award at Berlin’s International Tourism Bourse – the world’s largest and most important annual tourism and travel fair.

The 10-year-old campaign won for its international print advertisement of the country’s multi-racial, ethnic and eco-tourism attractions based on its continuing emphasis that the country offers nearly all aspects of Asia in one destination.

To date, the Malaysia: Truly Asia campaign has won nearly 30 top international awards and citations for its high-quality TV commercials and print advertisements, and also its marketing effectiveness in helping to increase the annual number of visitors to Malaysia.

The campaign was conceived, developed and nurtured by Malaysia’s ISC Group; founded and headed by marketing and advertising veteran Austen Zecha, who himself has been a permanent resident of Malaysia for more than 35 years although he is a Dutch citizen.

"It is so gratifying to note that the Malaysia: Truly Asia campaign for this country is not only effective but also continues to be recognised against all others as the most awarded national tourism campaign ever," Zecha said.

"The campaign’s basic premise that Malaysia is the melting pot of some of Asia’s greatest civilisations – the Malays, Chinese and Indians as well as other indigenous groups – still holds true and, equally important, that the essence of that is even more relevant in today’s chaotic world.

"Also, as portrayed in some of our TV commercials and print ads for the campaign, this country’s socio-cultural history reflects the influence of such European cultures as the British, the Dutch and the Portuguese on Malaysia’s multi-racial people, landmarks, festivals and cultural expressions," he said.

Last year, the international campaign won the Gold Award for "Asia’s Best Long-Term Marketing and Branding Campaign" from the region’s leading trade magazine Media in Macau.

That award was in recognition of the campaign’s effectiveness in helping Tourism Malaysia to nearly triple the number of annual visitors from 1999 to 2008, and more than quadruple the earnings from tourists for the country’s benefit during the same period.

"The campaign’s success is not only in its creative quality but even more in its ability to create awareness, interest and most of all, to attract visitors to Malaysia," Zecha said,

He also credited his ISC Group’s top strategists and creative people for having given Tourism Malaysia’s forerunner, the country’s former Tourism Development Corporation, the country’s previous multi-award winning "To Know Malaysia is To Love Malaysia" international campaign and theme song in the 1980’s.

Whilst the former campaign helped to distinguish and differentiate Malaysia against its regional competitors, Zecha said Tourism Malaysia’s current Malaysia:Truly Asia campaign is helping to place Malaysia as a world tourism destination and one which highlights the essence of the country’s unique multi-racial, religious and cultural attractions against all others.

Updated: 08:24AM Mon, 23 Mar 2009

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Postcard From Malaysia, Truly Asia
IT&CMA 1997 - 2001 & CTW Asia-Pacific 1998-1999

Malaysia was the destination for the IT&CMA tradeshow for five years (1997 - 2001) as well the Corporate Travel World (CTW) Asia-Pacific conference for two years (1998-1999). The venues which IT&CMA and CTW were held include convention and exhibitions facilities such as the Sunway Lagoon Convention Centre, Putra World Trade Centre and The MINES Resort City, and also hotels such as the Sheraton Imperial Hotel and the Pan Pacific Hotel.

In the heart of Asia lies a land of many cultures, wonders and attractions. With a sparkling and lively melting pot of races and religious where Malays, Chinese, Indians and the many ethnic groups of Sabah and Sarawak live together in peace and harmony, Malaysia is truly a country that epitomises Asia.

The 'Malaysia, Truly Asia' campaign brings home the message - experience Asia in one destination. The myriad of natural, cultural and adventure attractions has earned Malaysia an international reputation as a premier destination for global incentives. The country offers a fascinating myriad of activities for pre and post conference tours that promise to enrich incentive experiences and reawaken world-weary senses in the tropical paradise.

In December 2005, Tourism Malaysia launched the Visit Malaysia Year (VMY) 2007 campaign in conjunction with the golden jubilee of the nation's independence. It is designed to make Malaysia a top-of-mind destination. The VMY 2007 campaign is the third following two previous ones that were successfully held in 1990 and 1994.

Truly Historic - Melaka
Known for its historical prominence and cultural appeal, Melaka was the region's foremost maritime trading centre in the 16th century ruled successively by the Portuguese, Dutch and the British. The result of these colonial influences and intermarriages is a city where the rich multi-cultural heritage of its people is reflected in their unique customs and traditions, food, festivals, dances, buildings and lifestyles.

Truly Paradise - Sipadan Island
Undoubtedly one of the top dive sites in the world, Sipadan Island is Malaysia's only oceanic island and is located off the south eastern coast of Sabah in East Malaysia. Though the island is small, its crystal clear waters attract diverse marine life from the open sea and this crown jewel is a treasure trove of some of the most amazing marine animals.

Truly Nature - Taman Negara
Taman Negara (National Park), the first and the oldest official Protected Area in the country, was gazetted to preserve the land's indigenous nature. Originally named King George V National Park, it was renamed Taman Negara after the nation gained independence in 1957. Estimated at 130 million years old, Taman Negara is one of the oldest rainforests in the world.

Truly Awe-inspiring - Mt Kinabalu, Sabah
At approximately 4,000 metres above sea level, Mount Kinabalu is the tallest mountain located in the east Malaysian state of Sabah. The mountain and its surroundings is home to a huge variety of flora and fauna and is one of the world's most important biological sites. At sunrise, the views from the summit are spectacular, making all the effort worthwhile. It will definitely be an incredibly rewarding experience!

Truly Legendary - Langkawi
There is no better place to experience the mesmerising island life than in Langkawi. Made up of a cluster of 99 islands, Langkawi offers the best of many worlds: beautiful beaches, world-class infrastructure, rich flora and fauna, ultra-cheap duty free and fascinating legends. Called 'The Island of mystical legends', Langkawi has lingering legends that are woven into its history.

Truly Exclusive - Pangkor Laut Resort
A playground for the rich and famous, the Pangkor Laut resort is a privately owned island located three miles off the West Coast of Malaysia. The exotic island is internationally acclaimed and consistently ranks high on the itinerary of international pleasure seekers. Accessible only to guests of the resort, the island makes the perfect private getaway!

Truly Aesthetic - Petronas Twin Towers
Soaring 452 metres into the sky, the 88-storey Petronas Twin Towers, otherwise known as 'KLCC' is the world's tallest twin structures. The unique design and diamond-faceted facade of the building is inspired by the geometric shape found in Islamic architecture. Located in the heart of the capital city, Kuala Lumpur, the Petronas Twin Towers have taken the country into the realm of world cities whose skylines are instantly recognisable.

Truly Exhilarating - Sepang International Circuit
Ready for some REAL racing fun? The hottest place to race in Malaysia is definitely the Sepang International Circuit. Built in 1999, the Sepang International Circuit has been given the rare honour of incorporating the F1 logo in its name. The 5.542km circuit is as beautiful as it is challenging, featuring 15 turns and 8 straights, allowing speed of up to 300km/h. For those in need of an adrenaline pumping experience, the circuit offers sights, sound, smells and thrills.

Truly Royal - Royal Selangor Pewter
Malaysia is home to the world's finest pewter - the Royal Selangor Pewter. Renown for its excellent craftsmanship and exquisite design, its diverse product range has extended to gifts and tableware and customised pieces for corporations and individuals. Formally called Selangor Pewter, it changed its name to reflect the royal endorsement from His Royal Highness in 1992.

Truly Traditional - Batik
Batik is part of the Malaysians' everyday life. Malaysians wear the batik as sarongs or shirts and also use it as part of their home decoration such as batik duvets, bed sheets and table cloths. Batik, which means 'printing out with wax', is a delicate art that is, usually done by hand. The Batik surely makes a good souvenir for family and friends, both young and old.