The Association of Southeast Asian Nations (ASEAN) will launch a new social media campaign on World Tourism Day, September 27, to promote intra-ASEAN travel as a key COVID-19 recovery measure to revitalize the tourism industry. focused.
The campaign, hosted on Meta, Instagram, X (formerly Twitter) and TikTok, is part of an initiative supported by Global Affairs Canada under the Canada Development, Trade and Investment Facility. It was developed by UK-based creative agency MDSG in collaboration with the ASEAN Secretariat.
ASEAN’s new campaign hopes to encourage Southeast Asian travelers to travel to the region
Its theme, “Your dream holiday, closer than you think,” highlights the region’s uniqueness, including its warm and welcoming people, ecotourism and adventure opportunities, and the diverse and flavorful cuisine found throughout the region. It emphasizes the characteristics.
The campaign is primarily targeted at Southeast Asian travelers and aims to encourage residents and visitors of the region to explore cultural, natural and historical wonders in their own backyard. . Kanchana Wanichkorn, Director of Sectoral Development at the ASEAN Secretariat, shared this goal during a recent multi-stakeholder webinar on the Intra-ASEAN Tourism Recovery Campaign co-hosted by Global Affairs Canada, MDSG and the ASEAN Secretariat.
Over six weeks, the campaign combines stories and newsfeed placements to generate engagement and increase consumer interest in the website, while reaching travel enthusiasts specifically in Southeast Asian countries.
MDSG Managing Director James Bailey revealed that the campaign targets individuals between the ages of 18 and 55 living in Southeast Asia with an interest in travel, culture, sport, nature and ecotourism. He also said MDSG will share data collected from the campaign, including information about the most engaged users and the most popular themes. This data allows retargeting for future campaigns and promotions.
Hannah Pearson, founder of Pair Anderson, emphasized the importance of the campaign, noting that before the coronavirus outbreak, intra-ASEAN travel accounted for one-third of all travelers from the region. . She emphasized the importance of maintaining the momentum and energy of the tourism sector.
“Many tourists[from Southeast Asia]have already explored the capital and are now looking for second and third destinations. That could also benefit local communities in those areas. ” she opined.
This campaign therefore provides an opportunity for the governments of the region to promote lesser-known destinations and further diversify their tourism services.
