"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.
A non-Malaysian was picked to direct the TVCs, Los Angeles-based German director Basil Schlegel, to prvide a foreigner's perpspective of the country.
The ads will be aired on national and international networks, including CNN, Eurosports and National Geographic. The TVCs will be supported by a print campaign.
Media was handled by Wizard Media Dynamics, a sister company to TBWA.
Malaysia counts on emotional tie in tourism drive
Tourism Malaysia has unveiled a new ad campaign focusing on the emotions the country stirs in its visitors, replacing its previous promotion starring five Asian girls in national costume which ran for the past three years.
