HAVING implemented the ASEAN Economic Community in December 2015, the regional bloc is now looking forward to commemorate yet another milestone – its 50th founding anniversary in 2017 – with plans being outlined for a major campaign to be launched next year.
Brunei, as the current chair of the ASEAN Tourism Marketing and Communication Working Group (MCWG), was tasked last year with drawing up a campaign proposal to mark the occasion.
During the 43rd meeting of the ASEAN NTOs at Sofitel Philippine Plaza Manila yesterday, Zulzalani Osman, special duties officer at Brunei Ministry of Primary Resources & Tourism, revealed that the campaign title is tentatively conceived as ASEAN@50 – one that is short and catchy.
One of the key objectives for the ASEAN@50 campaign identified at yesterday’s meeting is the 15 per cent increase in visitor arrivals and tourism receipts from 2014 to 2017, a more ambitious target than the original seven per cent.
The campaign, subject to ministerial endorsement at this year’s ATF, includes plans to pre-launch at the Thai pavilion during ITB in Berlin this March, in addition to being advertised and promoted at major tradeshows like China International Travel Mart in Shanghai before its official launch at ATF in Singapore next year.
An ad-hoc steering team comprising NTO representatives from each ASEAN member country will be set up by March this year to oversee the ASEAN@50 campaign, Zulzalani told TTG Asia e-Daily.
Campaign details, including its name, logo and budget, are expected to be firmed up by mid-2016, he added.
To commemorate the milestone, two product categories will be highlighted, namely ASEAN’s 50 most unforgettable travel experiences as well as ASEAN’s 50 best festivals and celebrations. Each ASEAN member country will spotlight five products to make up the group of 50, Zulzalani informed.
Various strategies have been outlined for the implementation of the campaign, including leveraging public-private partnerships, the preparation of official tour and travel packages as well as a list of highlighted products and calendar of major events and activities.
