LANGKAWI

Prepared by:Rashidi JohariAziza WahidTengku AdrianNoor AzlinOmar Thabit

Creative ProposalSubject: YSP 508 Message Design for IMC

LANGKAWI

CREATIVE BRIEF

CREATIVE BRIEF

TASK/OBJECTIVEWhat kind of creative work that answers our business

problems or business opportunities

Develop an awareness thematic campaign that encompasses both above-the-line and below-the-line media to elevate Langkawi as the preferred regional holiday destination status

CREATIVE BRIEF

THOUGHTWhat is unique about Langkawi to support the task?

Langkawi has been recognized as a UNESCO Geopark with rock formations as old as earth

This recognition and Langkawi’s natural heritage sets apart Langkawi from other tropical islands

It is directly aligned Langkawi to eco-tourism allowing Langkawi to be more than just an island

CREATIVE BRIEF

BECAUSEReason to support the task

Natural heritage positioning will be more appealing to international market

Emphasize’s key communication messages on Langkawi natural heritage like its pristine beaches and rainforest

CREATIVE BRIEF

DESCRIBE THE PROBLEM Langkawi has been marketed sporadically The communication has been built on “legendary

island and 99 magical island” Lack of focus on the key communication message

that is to emphasize on nature offerings.

CREATIVE BRIEF

DESCRIBE THE OBJECTIVE To elevate Langkawi as the preferred island

holiday destination in the region To drive key communication message of

Langkawi based on natural heritage

CREATIVE BRIEF

DESCRIBE THE AUDIENCE International and domestic market Target audience;

Young working couples aged from 25-35 years who are looking for weekend gateway

Family with kids Mid to upper income group

CREATIVE BRIEF

DESCRIBE THE BRAND CHARACTERTo define the new brand character of Langkawi

Warm and friendly Ruggedness – outdoorsy Sophisticated- charming and glamorous Excitement – free-spirited, imaginative, up-to-

date, trendy, independent

CREATIVE BRIEF

DESCRIBE THE TONE OF VOICETone and manner on how the campaign should sound like

Refreshing Exclusivity Informative Warm and Friendly

CURRENT STATE – WHERE WE ARE

CURRENT STATE

Langkawi is marketed sporadically It has assumed “a little bit of everything” approach Has built its communication on “island of legend” or “legendary

island”

PAST ADVERTISEMENTS

PAST ADVERTISEMENTS

PAST ADVERTISEMENTS

PAST ADVERTISEMENTS

PAST ADVERTISEMENTS

Langkawi is a preferred regional tourism with a positioning that is distinct and “own-able”

FUTURE STATE

REVIEWING “LEGENDARY LANGKAWI”

Does “Legendary Langkawi” differentiate Langkawi in a manner that appeals to our target market segments?

How much educating do we need to do to build the foundation of the legends of Langkawi to make it appealing?

How many people travel in search of legends of because of it?

THE STRATEGY

Is there a foundation we can identify making is more relevant and

appealing to our target segment…

THE STRATEGY

…while giving us a long-term campaignable solution versus a

short-term fix?

THE STRATEGY

“Legendary” or a like-minded positioning has been used to sporadically promote through the years

Apart from LIMA and Le Tour de Langakwi, there have not been many key events that have been supported Langkawi’s positioning or they have been low profile

Langkawi has suffered from a mishandled identity

THE STRATEGY

This, in strategic terms, is the opportunity

THE OPPORTUNITY

THE NEW LANGKAWI

Langkawi has been recognized as a UNESCO Geopark with rock formations “as old as the Earth”

This recognition and Langkawi’s natural heritage sets Langkawi apart from other tropical islands

It is directly to eco-tourism aspects allowing Langkawi to be more than just an island

This allows for a repositioning of the Langkawi brand and its proposition

THE NEW LANGKAWI

Asteroid strikes about 10 million years ago created what is known as Mahsuri Rings and also Pulau Tepor creatinga near ‘perfect crescent’ of the bay – an amazing natural occurrence.

Paddy-fields are very much a part of the life-scape. As is fishing - people are still living off the land.

Langkawi is very much a ‘Living Museum’ – a natural one.

THE NEW LANGKAWI

Langkawi has diverse experiences to offer. Unlike other islands such as The Maldives, Seychelles, Phuket etc. that are known for one thing, Langkawi – like Bali, offers more than just the beach.

THE NEW LANGKAWI

Langkawi has its ‘nature’ – its eco/natural treasures – 500 million year old rain-forests, the mangroves and limestone quartz cliffs and its charming, friendly and engaging people.

This is a mix that pushes Langkawi beyond the pristine beaches and inviting seas. It creates a unique island destination with a myriad of diverse yet connected experiences.

Nature connects it all.

THE NEW LANGKAWI

Natural and diverse - two attributes that create an opportunity for the repositioning of the Langkawi brand and its proposition to be based on.

STRATEGIC POSITIONING FOR LANGKAWI

Langkawi’s proposition must be defined on fact

It must have wide appeal and resonate with our target market and the variuos segments within those market

It must be believable and sustainable i.e long term application

We recommend…

Langkawi…where nature lives

LETS TEST THE POSITIONING

Langkawi…where nature lives

It is believable and not manufactured – it is a positioning based on fact i.e

Langkawi’s rock formations and natural icons such as the islands, atolls,

pristine beaches, waterfalls and lakes plus “the living museum” that is

Langkawi

LETS TEST THE POSITIONING

Langkawi…where nature lives

It differentiates – Langkawi is a destination where the natural comes first

LETS TEST THE POSITIONING

Langkawi…where nature lives

It is campaignable – it appeals to the more developed tourism markets in

Europe that we are targeting. It promotes eco and sustainability

LETS TEST THE POSITIONING

Langkawi…where nature lives

It is relevant– it can both work as a statement of sustainability and eco

treasures and also as an “inclination/tendency” as in the natural

choice

LETS TEST THE POSITIONING

Langkawi…where nature lives

It is extendable– it is applicable to the high-end traveller e.g luxurious; and to

the family holiday makers

THE STRATEGY

Langkawi…where nature lives It speaks more of Langkawi as a natural choice

for a wide-range of travellers from different countries

It is underpinned by and supports all that Langkawi has to offer

THE STRATEGY

Langkawi…where nature lives

Langkawi has content i.e. stories to tell –there are interesting stories to tell about

Langkawi – from the things of fact to things of legend

CREATIVE EXPRESSION

CREATIVE RATIONALE

Langkawi is a treasure trove of natural beauty. It has a full range of features and attributes that appeal to most. It is a living temptation with character. It is teeming with life and is natural, rustic and modern. It has beautiful beaches and islands, amazing natural formations creating islands, islets and atolls, hills capes and cliffs. It is a beach goers paradise, an adventurers challenge, a rich man’s private sanctuary and a typical family’s playground. It is a natural choice no matter where you are from or how old you are – for as long as you love a tropical paradise – Langkawi is your natural choice

Langkawi..where nature lives

CREATIVE STRATEGY

Words do not do Langkawi justice. It is picturesque with breathtaking vistas and picture perfect setting almost everywhere you look. This is why we have opted for the picture to tell a thousand words. The creative direction is to capture Langkawi in all its splendour, and bringing that to the audience. Move them with her beauty, astound them with her diversity, excite them with her adventure, pamper them with her softness and grace. Langkawi is the natural choice. All we have to do is show it.

We show the image. Suggest the natural experience and state the location. All true, all believable

CREATIVE STRATEGY

And all the while making that connection between Langkawi and Malaysia Truly Asia. Leveraging on the strength of both the Malaysia Truly Asia brand and the financial and marketing clout of Tourism Malaysia.

This is key to the ‘Langkawi...where nature lives’ brand strength, presence and awareness.

Print ad

THEMATIC – PRINT AD

THEMATIC – PRINT AD

THEMATIC – PRINT AD

TVC

TVC : always a good time

Radio

30-sec RADIO

MVO: Wow! You look refreshed and rejuvenated! Where have you been?

FVO: Thanks. I just got back from Langkawi.

MVO: Langkawi?

FVO: Yes! Langkawi!

MVO: What is so fascinating about Langkawi?

FVO: Imagine this…one of the most popular holiday destinations in Malaysia for nature lovers….Blessed with stunning beaches, jungle-clad mountains for the adventure seekers, vibrant night life and not to mention the duty free shopping. Langkawi definitely has something for everyone!

MVO: Oh wow! Amazing! Does it get any better?

FVO: It does! Check out www.lada.gov.my for more info!

MVO: Good. That’s great!

ANNR: Langkawi..where nature lives

30-sec RADIO

Live-read radio spots to use during the summer/spring months to promote the Langkawi: Where Nature Lives message.

 

30 LIVE READ (:25 SCRIPT/:05 FOR LOCAL CUSTOMISATION) 

Your mom always told you to go outside and get some fresh air. That was good advice, as usual. So go ahead, take a walk...or take a flight to somewhere in the Andaman sea… to an island that’s

breathtaking / refreshing / idyllic / and majestic. An island where nature lives. / Langkawi.

30-sec RADIO

Live-read radio spots to use during the winter months to promote the Langkawi: Where Nature Lives 

30 LIVE READ (:25 SCRIPT/:05 FOR LOCAL CUSTOMISATION) 

It’s dark…It’s wet…Yep, winter’s here. That means chilly and frosty. Why not get yourself warm? To a place somewhere in the Andaman sea.On an island that’s breathtaking / refreshing / idyllic / and

majestic. An island where nature lives. / Langkawi. 

WEBSITE

WEBSITE

WEBSITE

The time is now….comes holiday in Langkawi

THANK YOU