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OBJECTIVE

People love to travel, that we know. But for Malaysia Airports Holdings Berhad, what counts is more air traffic of people flying into Malaysia, which means more business for their airports. So how do we pique people’s interest to visit Malaysia? The answer lies in Malaysia’s unique destinations.

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SOLUTION

Hence we created FlyKLIA.com, a social network site for travellers, by travellers where they can find Malaysia’s hidden gems and plan a bespoke trip around them. They can then brag about their holidays because that’s what travellers do

- they travel to brag about it! By leveraging on this common online behaviour,

we take ‘showing off’ to the next level with the ‘My Passport to Brag’ campaign, which took off with a nationwide contest to encourage travellers to populate FlyKLIA.com with personal travel reviews to get rewarded. The more people brag about their travels, the more user-generated content is pooled within FlyKLIA.com, boosting interest in travelling to Malaysia for eager travellers the world over.