Tourism Malaysia Launched Integrated Digital Marketing Programme
Kuala Lumpur, 2 December 2013 – Tourism Malaysia (TM) recently revealed its Integrated Digital Marketing Programme as a complementary marketing effort to its existing Visit Malaysia Year (VMY) 2014 global marketing and advertising campaign.
The programme was launched by YB Dato’ Seri Mohamed Nazri bin Tan Sri Abdul Aziz, Minister of Tourism and Culture, during the Tourism Malaysia Directors Conference 2013. “The global media consumption is rapidly shifting towards the digital world and so it’s only apt that we follow suit and go where the future lies,” said YB Dato’ Seri Nazri.
According to Tourism Malaysia Director-General, YBhg Dato’ Mirza Mohammad Taiyab, throughout this year’s VMY 2014 promotional campaign, “Tourism Malaysia has been leveraging its digital assets to optimise presence in the digital sphere, increasing and maintaining a strong relationship with fans and followers and ultimately converting them into actual tourists or repeat visitors.”
He further said that the statistics up to September 2013 show a record of 18,756,476 tourist arrivals, a 3.3% increase compared to the same period last year. The integrated digital marketing programme encompasses YouTube Brand Channel, Web TVs (Trulyasia.TV and My Tourism TV), Social Media (TM Official Facebook), Twitter (TM Official Twitter), ShareMY (travelling via Social Sharing), TM Official Website and TM Official Mobile Travel App (The Malaysia Trip Planner).
The digital marketing programme has shown impressive results. Tourism Malaysia recorded over 12.5 million total views across all their YouTube video content on the YouTube channel, including more than 9.4 million minutes of online videos watched this year. Among the YouTube videos that recorded over 2 million views each were Visit Malaysia Year 2014 Promotional TV commercial that yielded 2,425,024 views; Eco and Adventure (2,746,016 views); Eco and Culture (2,464,602 views); Undeniable Malaysia (2,411,159 views); and Shopping and Food (2,152,181 views).
Several digital media campaigns conducted on Google Search, Online Display, Mobile and YouTube have also recorded impressive exposure and engagement. On the social networking front, ShareMy is Tourism Malaysia’s latest initiative to encourage the exploration of Malaysia as a tourist destination in the online social realm. The first of its kind in Malaysia, ShareMy is an ever-growing library of information and experience on everything Malaysian, shared and accessed by users from any part of the world. For example, a Russian living in Moscow could search for what fellow Russians like to eat in Malaysia. Or a Malaysian in Bintulu could learn of the sights to see in Ipoh.
Meanwhile, the award-winning TrulyAsia.TV uses the powerful and engaging medium of video and the internet to show entertaining videos and live events on Malaysia, reaching out to potential visitors who want to have a preview of what Malaysia offers. The other WebTV is Malaysia Tourism TV (MyTTV), an online platform developed in December 2012 as an internet TV portal that covers various interesting information on tourism in the country. MyTTV Channel’s programmes highlight a variety of beautiful attractions in Malaysia featuring the major tourist spots that are filled with rich heritage, wonderful nature and local life happenings.
Tourism Malaysia’s digital assets also include the highly acclaimed Tourism Malaysia official website that has features and facilities to deliver better contents and experiences to its visitors such as the multilingual function, hotel and airline booking function, online mobile application to assist visitors with itinerary planning and personalised website content according to country of origin.
Another asset is the Malaysia Trip Planner, Tourism Malaysia’s official travel app that gives travellers personalised, inspiring and practical information on Malaysia. It is able to organise travel plans into an itinerary that has all of the visitor’s trip details in one place and offers extensive information on Malaysia’s various attractions while enabling travellers to share with friends via Facebook and Twitter. Tourism Malaysia also utilises Facebook to reach out to audiences besides promoting the destination.
The ‘Malaysia Truly Asia’ Fan Page, created by Tourism Malaysia in February 2010 has reached nearly 58,000 ‘likes’. Meanwhile, the ‘Cuti-Cuti 1Malaysia Facebook page, launched in 2011 specifically for the domestic market, has almost reached 1.9 million ‘likes’.
Finally, Tourism Malaysia official Twitter garners almost 190,000 followers and proved to be an important channel for Tourism Malaysia’s promotion and publicity efforts.
About The Author
Juhan Kamaruddin has spent years sharing and editing stories that inspire people to explore the world with greater curiosity and purpose. Passionate about travel, culture, and meaningful connections, he works closely with tourism stakeholders, media partners, and industry leaders to showcase the best of Malaysia and beyond through storytelling, strategic content, and collaborative partnerships.
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