Deviating from the usual scenery dominant concept, “Truly My Moment” takes a more personal and emotionally-engaging approach to promote Malaysia.It reflects an ownership of immensely enriching holiday experiences that have to be shared.

The word ‘MY’ in the campaign uses the same typeface as Tourism Malaysia’s iconic ‘Malaysia Truly Asia’ brand positioning, implying that it is a sub-campaign under the umbrella brand.It also carries a double meaning. To most people, the word ‘MY’ simply means his/her own, which literally means ‘his/her moment’. However, ‘MY’ is also a widely-used abbreviation of ‘Malaysia’, thus translating into ‘truly Malaysian moment’.