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Tourism Malaysia eyes domestic market with ‘Dekat Je’ campaign

Tourism Malaysia campaign Dekat JeTourism Malaysia has launched a campaign targeting one of its biggest sources of tourism dollars – the domestic market.

The campaign aims to remind Malaysians that great sights, shopping and activites are merely “Dekat Je” – or “close by” – and that travel brings families closer together.

The phrase Dekat Je was used in a music video featuring local rap artist Altimet that was part of the first phase of the campaign.

Video ads ran on free to air television and online showing how easy it is to go from one sort of holiday to another in Malaysia. The ads – in 30, 45 and 120 second versions – featured families taking ‘wefies’.

Radio, print and outdoor ran in support of the TV and online work.

Sungai Chiling

The campaign is the first work for Tourism Malaysia from media agency Sumur Mutiara and creative agency GOVT KL since their appointment at the beginning of the year. The account is worth RM15m (US$4m) a year and the contract runs for three years.

Endau Rompin

“We wanted to give the target audience a real reason to go on holidays in Malaysia – an emotional benefit that was strongly backed by data and insights,” said Syed Nasir, GOVT KL’s head of business.

GOVT KL’s ECD, Casey Loh, added: “Research has shown that 96.3 per cent of domestic travellers use the highways to go from state to state which is perfect for Dekat Je. It’s a believable campaign that pushes the audience to just hit the road and go somewhere with their loved ones.”

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