Ministry of International Trade and Industry

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Challenge

As the organisation entrusted with formulating Malaysia’s trade, investment and industrialisation policies, the Ministry of International Trade and Industry (MITI) has been at the forefront of driving the Malaysian economy since its inception as the Ministry of Commerce and Industry in 1956. Owing to the excellence of MITI through the years, Malaysia has managed to punch above its weight and is now ranked highly in international indices for trade, ease of doing business and investment attractiveness. As impressive as these achievements are, MITI realises that it cannot afford to rest on its laurels. In an increasingly competitive international environment, with neighbouring countries quickly moving up the value chain, not only does MITI need to come up with policies that will strengthen Malaysia’s competitive advantage, it also needs to get the message of what it is doing out to the wider world.

Solution

As such MITI approached The IBR Asia Group to come up with a publicity strategy to showcase MITI’s accomplishments and strategies to a variety of stakeholders. Working with representatives from MITI and its agencies, we came up with a comprehensive plan which encompasses a number of online and offline strategies.

The IBR Asia Group’s Role

• Produced a 15-page cover feature on MITI showcasing its history, achievements through the years, and plans for the future as well as highlighting the Ministry’s role as the APEC 2020 National Secretariat, which was published in International Business Review and couriered to top Government and Corporate and Diplomatic decision-makers in Malaysia

• Showcased various MITI agencies – namely MATRADE, the Malaysian Productivity Corporation (MPC), SIRIM and Standards Malaysia – in the same edition of International Business Review.

• Conducted interviews with owners/senior managers of companies that have found success in Malaysia through the help of MITI and its agencies in order to gather information to produce an electronic newsletter for MITI.

• Edited videos of aforementioned interviews and created electronic newsletters that were disseminated via IBR’s proprietary CORETEXT electronic direct mail (EDM) system to our database of 6,000 top government, corporate and media recipients in Malaysia, the Asia-Pacific, and the Middle East.

• Conducted video interviews with the Directors-General of MITI agencies – namely MATRADE, MPC and Standards Malaysia – and used those videos as the basis for creating electronic newsletters which are disseminated through CORETEXT.

Result

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