Malaysia: Malaysia Tourism Promotion Board:
Worldwide research (with special focus on twelve target audiences) on tourist perceptions of the country versus other Asian competitors. The research phase was used to develop a series of brand strategy options for re-positioning Malaysia and for tourism development across multinational markets. This substantial piece of work involved examining all Malaysian Government national objectives in relation to the global image problems being experienced by the nation as a whole.
A completely overhauled, streamlined and empowered the Malaysia nation and tourism brand worldwide. Record increases in preference, differentiation and brand power for the country of Malaysia.