By the end of 2017 it was announced that FC Barcelona striker Luis Suarez, would be the new face of Tourism Malaysia to promote the country among millennials. A year long partnership with the Uruguayan international expected to drive interest for Malaysia as a tourist destination, leveraging on the football player’s popularity around the world and his huge following on social media. A strange partnership which raised some eyebrows (it’s not the same seeing Cristiano Ronaldo promoting Madeira than a Uruguayan player promoting Malaysia), but working with an international football star like Luis Suarez can help any brand to reach a wider audience.
Tourism and Culture Minister Datuk Seri Mohamed Nazri Aziz said they are excited to be working with Suarez. He said the year-long collaboration is part of Tourism Malaysia’s marketing and promotion plan to further build demand for travel to Malaysia from its key international markets, as well as to draw attention from millennials and further engage them to visit Malaysia.”
Tourism Malaysia has now started to activate the partnership and we have already seen Luis Suarez starring in a couple of TVC promoting Malaysia and giving it visibility on social media, where he has millions of followers (e.g. 26.7m followers on Instagram alone). Above and below these lines you can see two of the adverts that the player recorded with Tourism Malaysia, where he tries some local food and gives us some tips about attire and etiquette. The best way for a football fan to get into the Malaysian culture!