The online rich media video-embedded campaign was debuted in New Zealand in March and is currently appearing across leading travel and news websites including Lonely Planet and the New York Times in the Americas, Europe and Oceania. The campaign also has spots on web portals MSN and Yahoo.
About 80 per cent of the online video ads have embedded video featuring three 30-second spots highlighting food and shopping, eco and culture, and eco and adventure. The team at M&C Saatchi also used the material to create a five-minute presentation video and a 60-second motherboard for Tourism Malaysia to use during client presentations.
Media for this campaign was handled by Starcom Mediavest and most of the online bookings were conducted via Tribal Fusion's ad network.
The video campaign aims to highlight rare sights and activities in Malaysia such as the Labuk Bay Proboscis Monkey Sanctuary, Bornean Sun Bear Conservation Center, the Kinabatangan River Night and the Malaysian Homestay experience.
The video spots are scored with an original composition titled 'Undeniable'.
M&C Saatchi Malaysia has been one of Tourism Malaysia's agencies since 2005.
Creative agency: M&C Saatchi
Group creative director: Marzuki Maanix
Creative director (Copy): Kenneth Lim
Art director: Jasphine Chew
AV producer: Joan Fadzil
Group account director: Rahimah Ibrahim
Senior account executive: Engku Nasrun
Senior account executive: Arishah Eleika
Production house: Carrot Films
Film director: Adrian Tang