To obtain high impact publicity within an existing highly competitive marketplace, in which global destinations are fighting for media space.
The media campaign targets Malaysian tourists, highlighting attractions that appeal to the inherent likes and comforts of Malaysians. The campaign also showcases potential areas of investment for Malaysian entrepreneurs and Victoria as the preferred education destination. The Malaysian media were brought to Victoria to get a first-hand experience of the attractions.
> RM 7 Mil
The publicity value (traditional and online) exceeded RM 7 Million annually
> 20 Media
Over 20 Malaysian media visit Victoria annually
> Highest Number of Visitors
Malaysia recorded highest number of visitors to Victoria from Southeast Asia
> Largest Student Alumni
Universities in Victoria recorded the highest number of Malaysian students from South East Asia