Tourism Malaysia and Guardian tap on influencer marketing for domestic tourism

Tourism Malaysia has launched “Malaysia Holidays with Guardian” in collaboration with Guardian to promote domestic tourism as well as increase public awareness of local tourist destinations. According to a statement by Tourism Malaysia, through the campaign, Guardian will be collaborating with several social media influencers who will also be involved in the production of content to promote this domestic tourism campaign.

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Anna Hull, Guardian’s private brand director overlooking the Southeast Asian region said, “As an expatriate myself who has lived in Malaysia for several years, I can assure you that Malaysia indeed has some of the best holiday destinations in the world. There is definitely something for everyone here. And we want Malaysians to know that wherever you are in Malaysia, Guardian is always ready to provide all the health and beauty needs you need for your vacation,” she said.

Hull added that the timing of the campaign was made more meaningful as it coincides with Malaysia Day celebrations. "It is indeed a good time to celebrate Malaysia Day and show the spirit of love for the country by visiting interesting locations in Malaysia during the holiday season. In addition to enjoying delicious food and snacks, at the same time we help boost the local economy. "The more people travel within the country, the more they will spend and help the local people," Hull explained.

The director general of Tourism Malaysia, Ammar Abd Ghapar, who was present at the launch added that the timely promotion campaign with Guardian aims to highlight the unique culture and natural beauty found in Malaysia and further, help empower the local economy which is prospered by the presence of domestic tourism. 

“Since people need to stay healthy and fit while travelling, there's no better way than partnering with Guardian Malaysia who have stores in every tourist destination across the country,” he added.

Tourism Malaysia has ramped up its efforts to attract tourists. Earlier this year in February, Tourism Malaysia tried to launched a campaign in India featuring roadshows and murals. It kickstarted several road shows in the city of Chennai, followed by Bengaluru, Hyderabad, Mumbai and Ahmedabad, in partnership with the Malaysian Association of Tour and Travel Agents (MATTA).

This comes alongside Tourism Malaysia creating a mural on display in Chennai from 30 January to 7 February 2023. The campaign, which featured Miss SHOPhia Go Travel initiated in collaboration with Jagadish Tours aims to promote Malaysia Packages through mural display advertisement.

The main objective is to create awareness of Malaysia and arouse an interest of the public to ensure Malaysia remains stand out on top of the minds among Indians.

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