Malaysia boosts marketing after Lufthansa exits

Tourism Malaysia ups destination promotion in Germany
Tourism Malaysia will boost destination promotion efforts in Germany after the loss of direct air connectivity between Malaysia and Germany on March 1.
Lufthansa’s sudden suspension of its Frankfurt-Kuala Lumpur service, which had been in operation since 2004, translates into a loss of over 100,000 direct seats per year to Malaysia, according to Tourism Malaysia Frankfurt chief Mohamed Amin Yahya.
To ensure the country is not forgotten, he said the tourist office would be developing “tactical campaigns and collaborations” with other airlines that take the German market to Malaysia.
For example, Tourism Malaysia and Singapore Airlines have just signed a marketing deal to take more German tourists to destinations like Penang, Langkawi, Sabah and Sarawak. Brand awareness will also be raised through advertising.
“We will place advertisements in the relevant German newspapers and in the tourism trade and consumer magazines,” he said.
A new taxi and tram advertising campaign is running during March and features Malaysia’s most popular tourism products, such as the Gawai festival. Big banner ads at the Berlin Hauptbahnhof train station are up until the end of April. For agents there are fam trips and an e-learning program to keep them up-to-date on the latest offers.
The managing director of one inbound agency said that only 18% of its guests flew Lufthansa anyway, with the rest flying with a Middle Eastern airline.
TTG Asia