Air Asia urges Malaysians to ’embrace’ the Gold Coast in new Govt KL campaign

Tourism & Events Queensland and Air Asia are encouraging Malaysians to ’embrace’ the Gold Coast in an ad exploring the diverse range of experiences the city has to offer.

Embrace Gold Coast Australia

Created by Govt Kuala Lumpur, the spot aims to show potential tourists that there’s more to the Gold Coast beyond just sand, surf and theme parks.

The ad features a selection of Gold Coast activities – such as enjoying the city’s cafe culture, kayaking, skydiving and bushwalking – and hopes to appeal to millennials by inspiring them to embark on a new adventure, that is nothing like they’ve ever “imagined before.”

Govt Kuala Lumpur’s executive creative director said the campaign aims to appeal to young Malaysian travellers who look to visit “unexpected destinations.”

“Have the rare opportunity to change the narrative of a well-known brand and destination is what GOVT itself thrives on, and we look forward to even more creative challenges and collaborations.”

The campaign will run for six months across print, out of home, online and in cinemas. It will also involve a local influencer-led contest.

Executive Creative Director: Casey Loh
Head of Business: Syed Nasir
Creative Group Head (Copy): Didi Pirinyuang
Creative Group Head (Art): Edwin Lee
Account Director: Najib Salman
Production House: Think Tank
Producer: Teck Nam
Director: Sling
DoP: Julian
Post House: VHQ
Audio House: Fuse Asi

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