Tourism Malaysia used a multi-platform BBC campaign to boost favourability towards the country as a tourist destination. The campaign used four commercial films exploring different elements of the country’s appeal. These were on BBC World News and bbc.com delivered these to an audience of upmarket, affluent, frequent flyers, with additional support through print advertising in Lonely Planet magazine. The campaign resulted in 124% uplift in favourability among those exposed to the advertising versus those who were not exposed to the advertising. “The BBC is a perfect platform to reach out to our key audiences.”- Abdul Khani Daud, Director, Advertising Division, Tourism Malaysia
Malaysia BBC case study | Digital marketing case study (PDF)
More on this case study…
Brand: Malaysia | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC Banner ads |
