malaysia-fest-2016

The Challenge

Red Agency was given the daunting task by the Malaysia External Trade Development Corporation (MATRADE) of conceiving, planning and executing the staging and promotion of Malaysia Fest 2016, a two-day celebration of all things Malaysia to take place on 4-5 December 2016. We needed to get at least 25 booth-holders and 15,000 visitors, despite having a restricted budget, no venue and just five weeks during the pre-Christmas rush to pull it off.

The Solution

We secured Pyrmont Bay Park, mapped out a multi-layered, sensory experience to promote Malaysia as a perfect holiday destination, Malaysian cuisine, the fashion and lifestyle scene, and the country’s unique culture, and activated our contacts as well as MATRADE’s own database to quickly fill the booths.

At the centre of the action was a bright, branded stage, the focal point for an ongoing entertainment program including cultural displays, music, dancing, cooking demonstrations and destination films, curated by Red. We staged an opening ceremony and hosted Honourable Dato’ Sri Mustapa Mohamed, Minister of International Trade and Industry on a walk-around.

A website was created as the promotional hub, while Facebook and paid digital advertising campaigns, earned media outreach and flyer distribution drove awareness, buzz and key message penetration.

The Results

Despite the enormous timing, cultural and budget challenges, the event was a huge success and delivered beyond the KPIs set.

18,300 Malaysia-lovers attended – 3,300 over target
35 booth-holders secured – 10 over target, with takings ~$100K
60+ positive stories including major metro newspaper pieces
Facebook event attracted 6,300 interested in attending, 1,200 definitely attending and 2,200 shares
Digital event ads drew 5,535 responses – $2.92 per response
Engagement ads drew 419 responses – 64c per response

Categories

Trade development
Travel and tourism
Food and hospitality
Consumer marketing
Integrated campaigns
Experiential events
Event management
Social media
Digital advertising
Stakeholder management