2024–2025 Malaysian Muslim Travel Campaign
First-ever Muslim tourism ambassador in Taiwan’s history
Malaysian Muslim arrivals to Taiwan doubled
Taiwan ranked top 3 Muslim-friendly destination in Asia
Challenge
As borders reopened in the post-pandemic era, tourism entered a new normal.Under the New Southbound Policy, a key question emerges:How can we capture the Malaysian Muslim travel market and expand Taiwan’s brand share?
Strategy
In this project, we analyzed how social media influences consumer perception and behavior in Malaysia, using these insights to guide our marketing deployment.Aligned with Malaysia’s holiday calendar, we designed a two-phase marketing cycle centered around Hari Raya (Eid al-Fitr).The campaign was structured into pre-launch, peak, and post-campaign phases, strategically amplifying brand visibility and driving real travel actions.This approach fostered a positive feedback loop—from awareness to action to advocacy—strengthening Taiwan’s reputation through sustained word-of-mouth.
Results
With Malaysian superstar Nabila Razali as our campaign ambassador, we launched a powerful integrated marketing initiative—including a series of promotional videos, interactive voice-over experiences, the slogan “Follow Me to Taiwan!”, and a range of online and offline events.Together, these efforts positioned Taiwan as an irreplaceable top destination for Muslim travelers.
