TBWA Kuala Lumpur
Sarawak Tourism Board
Tourism
Sarawak Tourism Board wanted to attract China’s millennials to discover Sarawak’s culture, arts, nature, food and festivals. They needed a unique way to capture Chinese millennials’ interest when it came to travel.
The capital of Sarawak is Kuching, which means “cat” in Malay. Chinese millennials loved anything “cat”. So we invited them to “Explore the Unknown with Mao”.
“Mao” is the Chinese word for cat, and also what we called our cat tour guides. On a H5, these tour guides took the form of cat-shaped trails, which are dotted throughout Sarawak and designed to lead travellers as they explored Sarawak’s wonders.
Chinese millennials got a unique experience of discovering Sarawak online, helping them plan their next adventure.
Chief Creative Officer: Gigi Lee
Creative Group Head: Elissa Azizi
Copywriter: Sim Ling Ng
Senior Art Director: Sylvia Teoh
Art Director: Joanna Mak, Ava Swee, Anlyne Chen
Designer: See Yan, Nikki Yong, Siew Qi Chew
Copywriter: Tiara Lim, Nor Marlina
Chief Executive Officer: Yee Hui Tsin
Associate Brand Director: Etain Chow
Brand Manager: Khia Jhin Tan
Executive Producer: Nisha Khirudin
Senior AV Producer: Boon Hsin Lee
Partner WeChat Developer:-
Fitzgerald Communications
Managing Partner: Esther Chia
Media Executive: Hazel Abdul
Digilink
General Manager: Man Tai
Corporate Communications Manager: Ming Yee Lai
Sales Manager: Bobo Lim
