Friday, June 21, 2024 Tourism Malaysia celebrated a notable achievement at the Drum Marketing Awards APAC, clinching the Silver Award in the Government/Public Sector category. The award, presented during the ceremony on Thursday, May 30, 2024, in Singapore, acknowledged the outstanding ‘Selamat Kembali to Malaysia’ campaign crafted by BBC StoryWorks for the Malaysia Tourism Promotion Board (MTPB) in 2023. The Drum Awards is a respected global initiative that recognizes excellence in marketing and communications across industries and individuals.
Following the pandemic, the MTPB seized the opportunity to reposition Malaysia as a top travel destination. The campaign focused on meeting the increased interest in immersive and authentic travel experiences, aiming to enhance awareness and transform perceptions of Malaysia as a diverse and inviting destination rich with unique offerings. Crafted by BBC StoryWorks, the ‘Selamat Kembali to Malaysia’ (Welcome Back to Malaysia) campaign targeted sophisticated, wealthy, and eco-conscious travelers, encouraging them to explore beyond the usual tourist spots and delve deeper into Malaysia’s charms.
The campaign exceeded expectations, garnering over 16 million video views and 1.3 million page views. Subsequent studies by BBC StoryWorks on the campaign’s five films showed a 12% boost in brand favorability, an 11% rise in purchase intent, and a 96% interest in further engagement with the brand.
The Drum Marketing Awards APAC highl.