Penang Global Tourism (State Tourism Bureau): Penang Trishaw Entourage

This case study describes how Penang's state tourism bureau promoted Penang through an experiential campaign hosted in five foreign cities in south-east and east Asia.

Penang Global Tourism (State Tourism Bureau): Penang Trishaw Entourage

Brand: Penang Global Tourism (State Tourism Bureau)Agency: Cake Experiential Communications (ASIA) Malaysia

The summary statement

Penang's First Regional Experiential Campaign.

As a UNESCO World Cultural Heritage Site, Penang has plenty to offer as a tourism destination. The Penang Global Tourism (PGT), however, was used to promoting the state in tourism shows, which includes selling tour packages through travel fairs.

To break out of the conventional approach, Cake initiated the 'Penang Trishaw Entourage' with the goal of bringing an authentic Penang experience to 5 countries. Visitors at the event...

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