A global communications initiative called ‘Project Phoenix’ was created to restore business/tourist confidence back to Asia.
Worldwide media communications campaign was rolled out to address negative and inaccurate publicity.
Engaged with Pacific Asia Travel Association (PATA) to spearhead the campaign.
The Results
> RM 60 Mil
Worldwide media coverage
> Crisis Awards
The campaign won Malaysia and International crisis awards
> International Coverage
For the first time the coverage included international media - BBC, CNN, TIME, Newsweek, The Times, New York Times, Bangkok Post and South China Morning Post with free print and television coverage
