Penang: Our Culture. Our Way of Life

Feature-916-Penang-e


 

The Creative Brief:

Background:
Penang is often known as “The Pearl of the Orient”. Highly urbanised and industrialised Penang is one of the most developed and economically important states in the country, as well as a thriving tourist destination. Its heterogeneous population is highly diverse in ethnicity, culture, language, and religion. George Town is the capital of the state of Penang in Malaysia. On 7 July 2008, George Town was, together with Malacca, formally inscribed as a UNESCO World Heritage Site. It is officially recognized as having a unique architectural and cultural townscape without parallel anywhere in East and Southeast Asia.


Advertising Objective:
Attract foreign visiters to visit Penang


Target Audience:

Demographic
-American/ European
-25-35 years old
-single /married

Psychographic
-experience explore
-culture lover
-love different lifestyle
-enjoy lifestyle
-photo shooting

Competitors:

Phuket
-Party island
-Fun
-‘Amsterdam’ of S.E.A
-Youngster favorite

Bali
-romantic island
-culture
-nice scenery
-couples favorite

Singapore
-island
-clean Petropolis
-trendy
-family favorite
-shopping


Positioning:
Make Penang the 1st place foreign visitors think of to experience Asian culture.


Unique Selling Point:
Inherent of Asia’s culture


Tagline:

Our culture, our ways of life


Support:

Penang becomes one of the UNESCO world heritage site on July 2008
Penang famous for its unique architectural and cultural


Tone & Manner:

-friendly
-sincerity
-unexpected

 

 


 
 
 


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