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BBC Advertising produced a multi-platform campaign rooted in high quality commercial films which helped Tourism Malaysia to boost favourability towards the country as a tourist destination.
- Target upmarket, frequent flyers
- Showcase the diversity of Malaysia as a tourist destination
- Drive consideration through high-quality Tourism Malaysia ads
BBC Advertising worked with Tourism Malaysia to develop four high-quality commercial films exploring different elements of the country’s appeal. A bespoke media plan, crafted to attain the best reach 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.
See examples of the Tourism Malaysia creative: Tourism Malaysia commercial |
The Tourism Malaysia ads on BBC platforms generated a 124% uplift in favourability among those exposed to the advertising versus those who were not exposed to the advertising1.
“The BBC is a perfect platform to reach out to our key audiences.”
Abdul Khani Daud, Director, Advertising Division, Tourism Malaysia
1 BBC AdScore, May 2010