Oct 15, 2015
"KL Dekat Je" Campaign Launch
To ensure a steady flow of tourists, Kuala Lumpur mayor Datuk Mohd Amin Nordin Abd Aziz announced that Kuala Lumpur City Hall (DBKL) would collaborate with various industry players, associations and agencies to boost domestic tourism. Datuk Amin Nordin added that in line with the KL Tourism Master Plan 2015-2025 to work with the private sector, DBKL had taken steps to collaborate with the Malaysia Association Of Hotels (KL Chapter), KL City Gallery, KL Hop On Hop Off, Sutra Travel Management Companies and Tourism Malaysia introduced a campaign to boost local tourism through the “KL Dekat Je” Campaign.
Tourism Malaysia launched the campaign with a series of TV Commercials that appeared on selected free-to-air and cable TV stations. The concept of the TVC was driven by a simple series of "wefies" that different target groups take when they are on holiday. The smooth transition from one scene to another depicted how easy it was to go from one holiday to another within Malaysia. Radio spots and print ads were also created to remind the audience of the many local attractions.
The campaign was driven around the story of proximity in Malaysia where sights, shopping and shows are merely "Dekat Je," loosely translated as "close by." The catchphrase was also used as a way to express the proposition of the campaign where travel brings people closer together.
The campaign was kicked off with a song and accompanying music video that was created in collaboration with local rap artiste: Altimet and his band, the Diplomats of Drums.