CAVE EXPLORATION by Publicis Beehive Mumbai for Tourism Malaysia

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CAVE EXPLORATION

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Industry Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market India
Agency Publicis Beehive Mumbai
Copywriter Shyamashree D'mello
Illustrator Bhairavi Tiwari
Released March 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: TOURISM MALAYSIA
Product/Service: ADVENTURE ACTIVITIES IN MALAYSIA
Agency: BEEHIVE COMMUNICATIONS
Date of First Appearance: Mar 16 2009 12:00AM
Entrant Company: BEEHIVE COMMUNICATIONS, Mumbai, INDIA
Entry URL: http://www.malaysiajao.com/
Creative Director: Shyamashree D'mello (Beehive Communications)
Copywriter: Shyamashree D'mello (Beehive Communications)
Art Director: Bhairavi Tiwari (Beehive Communications)
Illustrator: Bhairavi Tiwari (Beehive Communications)
Graphic Designer: Vinayak Dabholkar (Beehive Communications)
Digital Retouching Artist: Bhairavi Tiwari (Beehive Communications)
Production Manager: Suresh Madge (Beehive Communications)
Chief Executive Officer: Suresh Rane (Sneha Prints)
Media placement: Direct Mail (Dimensional) - Initial 5000 Quantity - Travel Agencies - 16th March 2009

Describe the brief/objective of the direct campaign.
Over 25 % of leisure visitors to Malaysia from India are repeat visitors - most of them families. Further, with each passing year, Indian leisure seekers are increasingly looking for more `out of the ordinary' destinations. Given this, Malaysia Tourism recognised that they would need to showcase more and more exciting destinations to Indians - especially the family segment. And one of their biggest offerings was the natural cave formations. Our task was to create a communication that would showcase a new experience cave exploration in Malaysia - keeping in mind the families with school kids segment.

Explain why the creative execution was relevant to the product or service.
Given that the target audience was families with young children, an interactive book with a torch to help discover its contents was considered the perfect communications slingshot. The visuals and content were intentionally presented in the illustrative and rugged format to enhance the whole exploration experience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We believed that empowering the travel agent with an interactive sales tool detailing the cave exploration experience was imperative. Unravelling the unexplored flora, fauna, history, mystery, adventure and exotica of the Malaysian cave systems in the most interesting manner possible. But the budgets were tight and the timelines short. And a regular brochure with great pictures was not an option we wanted to consider.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 30000 Indians asked for and booked holidays that involved cave exploration visits in 2009. This was a tenfold increase when compared to 2008. The display kit was actively used by over 500 travel agents and sub agents in 18 cities and towns in India. On another note in 2009, Malaysia was the only destination in south east Asia (Singapore, Thailand, Hong Kong and Indonesia being the others) to register a growth in 2009 from 2008 (7%). All the others registered negative growth varying from 3% to 15%. Malaysia also increased the average length of stay from 6.4 nights in 2008 to 6.7 nights in 2009 - whilst all the others registered a negative growth here as well.