"It's time for us to take the brand positioning of our country up another level," said Tourism Malaysia director-general, Abdullah Jonid.
Chris Howden, executive creative director of the agency responsible for both campaigns, TBWA-ISC Malaysia, said: "Just about every Asian country or airline is showing local women in national costumes - we decided that we've done that job and now it's time to move on." The ads retain the 'Truly...' strapline and mix images of Malaysia's culture and countryside with the emotional reactions of its visitors. "The campaign portrays what tourists to Malaysia will experience in terms of sights, sounds, taste and feel," Abdullah said.