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I n s p I r a s I p e r c u t I a n k u


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KUALA LUMPUR : Tourism Malaysia proudly announced its victory at the Drum Marketing Awards APAC, securing the Silver Award in the Government/Public Sector category. The award was presented during the Awards Show held on Thursday, May 30, 2024, in Singapore, recognising the exceptional ‘Selamat Kembali to Malaysia’ campaign developed by BBC StoryWorks for the Malaysia Tourism Promotion Board (MTPB) in 2023. 

The Drum Awards is a prestigious global awards programme that celebrates best practices, outstanding companies, and remarkable individuals in marketing and communications.

In a post-pandemic world, the Malaysia Tourism Promotion Board (MTPB) identified an opportunity to re-establish Malaysia as a premier tourism destination. The campaign aimed to capitalise on the growing demand for experiential and authentic travel. The objective was to boost awareness and shift brand sentiment, positioning Malaysia as an accessible, eclectic country full of unique experiences worth exploring.

BBC StoryWorks developed the ‘Selamat Kembali to Malaysia’ (Welcome Back to Malaysia) campaign to entice savvy, affluent, and conscientious travellers to venture beyond the familiar and discover more of Malaysia. The campaign achieved outstanding results, surpassing its KPIs with over 16 million video views and 1.3 million page views. Further research by BBC StoryWorks’ science of engagement studies on the five films revealed a 12% uplift in brand favourability, an 11% increase in purchase intent, and a 96% desire to engage with the brand.

The Drum Marketing Awards APAC underscored the effectiveness and impact of the ‘Selamat Kembali to Malaysia’ campaign in rebranding and promoting Malaysia as a top-tier tourism destination.

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