The branding was unveiled by the 10 ASEAN heads of state at the ASEAN Summit in Vientiane, Laos.
The Association of Southeast Asian Nations (ASEAN) has taken the wraps off the branding for its “Visit ASEAN@50 Golden Celebration 2017” tourism campaign.
The branding was unveiled by the 10 ASEAN heads of state at the ASEAN Summit in Vientiane, Laos.
The new campaign will promote the twin objectives of commemorating the 50th anniversary of ASEAN in 2017, and embracing the ASEAN region of South-east Asia as a single and united, yet diverse, tourism destination.
Further objectives of the Visit ASEAN@50 campaign include raising international visitor arrivals to South-east Asia from 108.9 million in 2015 to 121 million by the end of 2017 and increasing tourism receipts from US$75 billion in 2014 to US$83 billion, also by the end of next year.
Key target markets for ASEAN’s 50th anniversary tourism campaign in 2017 will be long-haul markets such as Europe, Middle East and North America, as well as intra-ASEAN, China, Japan, Korea, India and Australia.
Planned ASEAN@50 marketing activities include:
“VisitASEAN@50” official launch at the ASEAN Tourism Forum early January 2017 in Singapore.
Media familiarisation trips showcasing ASEAN connectivity and multi-country travel routes.
Special tour packages with offers, special airfares, shopping discounts for travel in 2017 (details to be revealed at WTM London, November 2016).
Campaign promotion in international travel trade shows in key source markets.
Cooperative marketing programmes with travel, media and airline partners (to be announced at ITB Asia, October 2016).
Print and online advertising, as well as TV, video and promotions.
Social media campaigns to enhance consumer engagement.
Promotional programmes by ASEAN’s national tourism offices targeting trade, consumer and MICE markets throughout 2017.