Message to the World Launched to Coincide with Malaysian PM's UN General Assembly Address

India - English

• USA - English

This new Malaysian image-improving multimedia campaign was launched first on social media over the past weekend, to be followed on international television early this week and print starting with a full-page ad in The New York Times this Friday the 28^th of September when the Prime Minister delivers his UN General Assembly address in New York. The campaign is also being timed to coincide with the Prime Minister's upcoming visits to other European and Asian countries before the year-end.

This campaign will cover TV, Print and Social Media in Europe, the Middle East, Asia, South Asia and the USA. It is targeted to run for a solid three months following Prime Minister Tun Dr Mahathir Mohamad's initial visits to Japan and Indonesia, and his first visit to China and prior to his subsequent attendance of the UN General Assembly's opening this week.

For television, the international campaign will run worldwide on Bloomberg and CNN International and USA. For print, it will run in The Economist, Fortune, The New York Times, Nikkei Shimbun, China's Economic Observer and Time USA. And for social media, the campaign will be on eSimon, Facebook, Instagram, LinkedIn and YouTube.

The creation and production of this campaign is being provided pro-bono by the ISC Innovators agency, the same group that also produced on a pro-bono basis the successful economic confidence-restoring campaign called "Malaysia: Bullish on Bouncing Back" during the 1997-98 Asian Economic Crisis.

As was done also 20 years ago for "Malaysia: Bullish on Bouncing Back", the media cost for this new image-improving international campaign is being borne by the sponsors for a total of MYR12 million. A handful of Malaysian private corporations -- led by Berjaya, Naza and U Mobile -- are sponsoring this global campaign.

"You have to be a hermit to miss the New Malaysia's message to the world," said one of the campaign's main sponsors, as the campaign is being shown to world leaders, captains of industries, business leaders, potential foreign direct investors (FDIs), relevant influencers as well as the media and general public around the world.

(Note: the picture attached/above shows the full-page, full-colour print advertisement.)

For more information head to www.facebook.com/NewMalaysiaToday/
YouTube Video (60 sec): www.youtube.com/watch?v=Nn--FWCXXTI

About ISC Innovators Sdn Bhd
ISC Innovators is an award-winning, integrated marketing communications agency offering branding, strategy, creative, production, digital/social media, PR/activation and media services. We have a proud history in Malaysia, having won over 120 local and international awards for creativity and marketing effectiveness in all major industry categories since our beginnings in 1975. In addition to our membership in ICOM -- a network of independent agencies with more than 80 agencies in more than 60 countries -- our own expert, extensive network of business allies and associates in Asia-Pacific and around the world provides an extensive resource platform for clients looking to expand beyond Malaysia. We are perhaps best known for our conception and work on the multi-awarded "Malaysia: Truly Asia" international campaign for Tourism Malaysia, quadrupling annual visitors to Malaysia and quintupling annual tourism earnings for the country in the campaign's first 12 years.