Amoz Kuang's Portfolio

My involvement

The Research

Tourism Campaigns in Southeast Asia

• Philippines
  • "It's more fun in the Philippines" Campaign - 2012
• Myanmar
  • SUCCESSFUL CAMPAIGN (2014 – ‘Visit Myanmar 2014’)
  • 800K (2011) – 1.8m (August 2014)
  • Continued the ‘Visit Myanmar 2016’ campaign sequel
    

• Vietnam (Da Nang)
  • Metropolitant (Clubs and City)
  • Rich Cultural Heritage (Cham Museum, Da Nang Rooster Cathedral, Fifth Military Division Museum of Da Nang)
  • Outdoor Adventure (My Khe Beach, Monkey Mountain, Marble Mountain, Hai Van Pass) – Generally Clean Beaches
  • Events of Interest: Helio Summer Festival
• Indonesia (Batam)
  • SUCCESSFUL CAMPAIGN (‘Wonderful Indonesia’)
    • Started in 2011
  • Contest for Americans/Europeans/Africans/Middle Easterners (Prize: Trip to Bali OR Komodo Island)
  • (2016) Travel bookings increased 19% in gross revenue to Rp 2.38 trillion, from Rp 1.99 trillion in the same period last year (2015)
  • Improvement in the island of Flores
  • Has become an icon of its own, especially on frequently purchased tourist souvenirs (food – cookies)
  • Partnership with consumer brands (e.g. Grab – to promote Wnderful Indonesia’s Smart Tourism to 8 other SEA countries; SIA – airline partner)

Media Landscape Research

• User-Generated Content for "It's more fun in the Philippines" Campaign
• Da Nang
  • Social Media
    • Instagram (Photo-type: Candid, Landscape-focused; UGC, Story-telling)
      • 14.9K following (average of 350 likes)
    • Facebook (25.7K Page Likes, 25.8K Page Follow)
• Batam
  • 2017 promo video won accolades
    • Best Tourism Promo Video 2017 of United Nations World Tourism Organization (UNWTO)
    • Top Grand Prix Award @ Intl Tourism Film Festival 2017
  • Aims: 17 million tourist (2018), 19 million tourists (2019)

The Pitch

• Storytelling
• 3-Pronged Narrative Approach (Influence, Excite, Engage)
• Go-Digital