Thursday May 19, 2011

Ministry to spend RM1.8mil on social media branding

KUALA LUMPUR: The Tourism Ministry will spend RM1.8mil on social media branding to woo young tourists.

Its Minister Datuk Seri Dr Ng Yen Yen said the move was part of the ministry’s transformation programme and would mark the first time that social media was used as a branding tool.

“Formerly, we used to rely on traditional branding tools such as television, radio and print advertising.

“We are now looking at social media as a powerful platform to woo tourists, in particular the younger generation,” she told reporters after launching the ministry’s Facebook fan page and the Citrawarna 1Malaysia online dance game contest here yesterday.

She said that 6.2% out of the ministry’s RM30mil budget for domestic and regional advertising would be used for this purpose.

Newfound fans: (From left) Nurfarahin Azman, Wan Nur Diyana Jumaat and French tourist Morgane Le Tilly viewing the Citrawarna IMalaysia Facebook fan page during its launch at the Malaysia Tourism Centre (MATIC) in Kuala Lumpur yesterday.

She said the ministry would monitor the impact and response to its social media campaigns to gauge its success in tapping more tourists.

She also said the Facebook dance game contest would precede the official launch of the Tourism Malaysia Cuti-Cuti 1Malaysia Facebook fan page in June.

The online game contest (www.facebook.com/CutiCuti1Malaysia) will be on till the end of June.

It offers players with the highest accumulated scores a chance to win an iPad 2 and tourism-related prizes.

Dr Ng also said the Citrawarna: Colours of 1Malaysia celebration will kick off on Saturday at Dataran Merdeka and culminate with a family-oriented street party after 8.30pm.

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