Tourism Malaysia: Creating 'Brand Malaysia'
|
|
ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG178
Case Length : 19 Pages
Period : 1992-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Malaysia Tourism Promotion Board
Industry : Tourism
Countries :
Malaysia
To download Tourism Malaysia: Creating 'Brand Malaysia' case study
(Case Code: MKTG178) click on the button below, and select the case from the list of available cases:
Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Chat with us
Please leave your feedback
|
|
<< Previous
"[The] 'Malaysia, Truly Asia' campaign has been
successfully communicated through various marketing efforts of Tourism Malaysia
and helped to establish a strong and distinctive personality or image of
Malaysia as a must-visit premier holiday destination in Asia."
- Mirza Mohammad Taiyab Beg, Director-General of Tourism
Malaysia, in 2006.1
"Some questioned our move of pouring a lot of money into
the tourism industry, but our plan has worked and Visit Malaysia Year is a
grand, grand success."
- Tengku Adnan Tengku Mansor, Tourism Minister of Malaysia,
in 2007.2
Malaysia Welcomes The World
|
The year 2007 marked the 50th anniversary of Malaysia's independence and
attainment of statehood, and the country celebrated it by launching the 'Visit
Malaysia Year 2007' (VMY 2007). Announcing the launch of the program in January,
the Prime Minister Abdullah Ahmad Badawi (Badawi) extended an invitation to
people from all over the world to visit Malaysia during the year and participate
in the festivities. Malaysia's Ministry of Tourism had planned several special
events to be held across the country during 2007.
It was for the third time in Malaysia's history that a 'Visit Malaysia' year had
been organized.
|
|
Previously, the years 1990 and 1994 had been designated as Visit Malaysia
years.
|
|
However, VMY 2007, coinciding as it did with the
country's golden jubilee year of independence, was the biggest of its
kind. It was also the first 'Visit Malaysia' year to be celebrated after
the launch of the 'Malaysia Truly Asia' (Truly Asia) campaign in 1999,
which had started positioning Malaysia as a favored tourist destination
globally. A year-long intensive preparation had preceded the launch of VMY 2007 to ensure that the tourist experience provided was exceptional.
Malaysia's tourism ministry estimated that 20.1 million tourists would
visit the country during the VMY 2007.3
The country expected to earn RM 44.5 billion4
($13 billion5) in tourism
receipts, during the year.6 |
Tourism Malaysia: Creating 'Brand Malaysia'
- Next Page>>
|
|
