CASE STUDY: How Iskandar Malaysia became a viable investment opportunity

Background

Half an hour’s drive from Singapore, the Iskandar Malaysia region is three times the size of its southern city-state neighbour, but has a much smaller international profile.

In line with Malaysia’s ambitions as a country, Iskandar aims to be a thriving city in its own right by 2025. A tall order, not least because obvious potential investor, Singapore, was wary of
the competition.

Execution

Working with Ogilvy PR, Iskandar Investment presented itself as a solid investment among prospective stakeholders.

The primary audience consisted of investors in Singapore, existing partners, government organisations and influential international bodies that could become brand ambassadors.

To change negative mindsets, Ogilvy PR positioned Iskandar Investment as a catalytic developer for Malaysia and the region through high-profile conferences, exhibitions and site visits. Iskandar Investment established itself as a thought leader by providing insights into issues affecting potential stakeholders.

Results

The ongoing project has so far attracted investment of more than US$450 million from organisations in Singapore, Malaysia, the UK and the Netherlands.

Credits:

Brand Iskandar region
Country Malaysia
Agency Ogilvy PR