Chan, Ralph Miguel

Myanmar

a. Content of the marketing campaign

After five years, Myanmar is replacing its tourism branding — Let the Journey
Begin — with "Be Enchanted". The new brand portrays Myanmar as a friendly,
charming, mystical and as-yet-undiscovered destination. 

"Be Enchanted" the tagline is as much a promise as it is an invitation. It's realization. 

It's a memory. It's a moment. The word 'enchanted' holds within it the true heart
of Myanmar.

The new brand was developed on the basis of the current awareness
of Myanmar as a tourist destination and a comparison with a range of other
destinations. A survey was conducted in the month of April 2018 at Yangon Int'l Airport
Departure and the survey found that the tagline "Be Enchanted" reflects the good
experience they had with Myanmar people - the kindness and warm
welcome and evokes the image of Myanmar they had in mind - special,
magical/mysterious. The tagline is considered attractive, convincing while it provokes
curiosity.

The country wants to show the best of what it has to offer: beautiful beaches,
ancient capitals, golden temples, majestic mountains, food and culture. Myanmar has
something for every eye and every heart. The generosity of the land and its people will
ensure that you are made to feel welcome, not as a tourist but as a guest.

b. Strength and Weaknesses of the marketing campaign

Strengths:
 Draws travelers to come to Myanmar with a sense of mystery and that unknown.
 It is to discover more about this land by oneself with their own eyes.
 The memories of their time in this country stain their memory with magical imagery and
enthralling experiences that rightfully make it an enchanting land.
 Innovative and creative
Weaknesses:
 Limitations set by the government on technology
c. Tourist Appeal
Myanmar opened up to tourists again in 2011, and the appeal of seeing what lies
beyond the borders of this once closed-off nation is still strong. Travel is still not
straightforward, however, although it is extremely rewarding, with friendly people,
phenomenal architecture and beautifully preserved landscapes. Our Myanmar travel
guide helps you plan your trip here safely, smoothly - and in a way that respects and
supports this wonderful culture.

Conclusion
Myanmar is one of the most culturally preserved and exciting destinations in Asia.
Myanmar is a captivating and exciting country for many reasons. From floating villages, to
valleys of ancient temples that beat out Angkor Wat, to multi-day jungle treks into mountain tea
picking villages. Myanmar isn’t quite the wild east of Asia anymore because the country’s
relaxed tourism policies are spurring growth, but it was one of the most authentic cultural
experience a tourist can have.