Promoting a country as a brand
A government sponsored multi-channel campaign to raise awareness, engagement, and build trust for Malaysia as a healthcare travel destination
As Cambodians become more affluent, the market for foreign healthcare travel is growing: wealthy Cambodians seek medical treatment in Singapore, Japan, or the USA, while the middle class visit neighboring countries Vietnam and Thailand for healthcare services. Few Cambodians think of Malaysia as a healthcare travel destination, despite the country’s excellent healthcare services available at reasonable prices. Our challenge is to create awareness and build trust in Malaysia as a healthcare travel destination.
We use a multi-channel approach to building awareness and engagement, communicating through traditional and digital media channels to reach the target audience. We include out-of-home to build awareness. We feature online and offline events with KOLs to build engagement and trust. We work with local media to provide press coverage.
Awareness and consideration of Malaysia as a healthcare travel destination are growing in Cambodia.
Cambodians are ready to travel to Malaysia for their medical treatments.