Malaysia Truly Asia Brand is recognised worldwide

KUALA LUMPUR, The 'Malaysia: Truly Asia' is a brand that is recognised worldwide, International Trade and Industry Deputy Minister Datuk Mukhriz Mahathir said Tuesday.

He said the brand has been around since 1999 and has established its presence in Europe, Asia, the Middle East, Oceania, and has created more visibility in North America now.

"Since its inception, we have seen more than a trebling in annual tourism arrivals to Malaysia, from 7 million visitors in 1999 to more than 22 million last year.

Mukhriz said the brand has won over 25 international creative and marketing effectiveness awards, including the Gold as 'Asia's Best Long-Term Marketing and Branding Campaign' in Media Magazine's Asian Marketing Effectiveness Awards held in Macau last year.

Even branding gurus like Al Ries, Jack Trout and Paul Temporal had mentioned the brand in their case studies, he said.

"But one of the best barometers of how strong the 'Malaysia: Truly Asia' is is when I travel anywhere around the world and I tell people where I'm from, they sing back to me that jingle," he said.

However, he said, a lot more work needed to be done to deliver what 'Malaysia: Truly Asia' promises as well as to enable Malaysian brands to excel domestically and compete internationally.

"Sometimes all we need to do is follow the KISS principle: Keep It Simple, Sweetheart," he said.

News extracted from: Bernama