Tourism Malaysia calls a global pitch to meet ambitious revenue goals for 2020

Tourism Malaysia is on the lookout for creative agency partners. It has also called for a media pitch covering Asia-Pacific, the United States and Europe. The assignments will be for a two year period. The pitch tender also includes a nine-month long digital marketing campaign for the European market.

The briefing of the agencies was completed on March 19 and the tenders will be closed on April 8. The communication campaigns planned with the agencies will tie into the tourism department’s ‘Visit Malaysia 2020’ initiative, which was launched in early 2018.

Speaking at the launch, Malaysia’s minister of tourism and culture YB Dato’ Seri Mohamed Nazri Aziz said: “These next two years are a crucial period for our country’s tourism – they are the lead up to the much-anticipated Visit Malaysia 2020.

“By then, we expect to welcome some 36 million tourists to our shores with tourist receipts reaching RM168 billion (approximately US$41 billion).”

In 2018, Malaysia received 25.8 million tourist arrivals and RM84.1 billion in tourist receipts.

In addition, the tourism department has also announced a contest – open to the general public – to design a logo for Visit Malaysia 2020. The new creation is expected to incorporate the current ‘Malaysia Truly Asia’ logo into its design.

Tourism Malaysia last called for a pitch all the way back in 2014, announcing the results in November that year after agencies made presentations in May.

It saw 120 agencies participating. Among the winners for various regions were Publicis Communications, M&C Saatchi, Penumbra, DNA and Sen Media.

A press release from Tourism Malaysia at the time said: “The total operating and promotion budget allocated for 2015 is RM454 million (approximately US$111 million); a significant portion of this budget is for international advertising and promotion programmes which will be undertaken by the appointed agencies.”


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