QI Group’s Travel and Leisure division has added another accolade to its growing list of achievements, winning the coveted Social Media Campaign of the Year at the TDM Travel Trade Excellence Awards 2024 – Malaysia. The team’s groundbreaking “The KL Experience” campaign stood out for its innovative approach to travel marketing and exceptional member engagement.

The award-winning campaign masterfully captured the essence of Kuala Lumpur’s dynamic culture through a series of captivating Instagram reels. The campaign effectively showcased the team’s competitive edge in the travel and leisure sector by combining exclusive promotional offers with strategic price comparisons. The results speak for themselves: a remarkable 52% surge in Instagram followers, more than 21,000 views on the campaign’s reel series, and an impressive 159% increase in hotel bookings across contracted properties in Kuala Lumpur.

The campaign was conceptualised and led by Nesrine Boulberhane, the Social Media Specialist of the travel and leisure division, with strategic support from the Marketing & Creative Services team. Their innovative approach transformed the company’s travel Instagram profile into an engaging platform that inspires travellers through authentic storytelling.

The recognition from TDM Travel Trade Excellence Awards, which evaluates industry leaders based on technological innovation, sustainable practices, and customer experience, validates the division’s strategic approach to digital marketing. The judging criteria emphasised creativity, audience engagement, measurable outcomes, and brand alignment – areas where “The KL Experience” campaign excelled.

This achievement underscores QI Group’s commitment to innovation in travel marketing and its dedication to creating meaningful connections with communities across its operational locations. The success of this campaign sets a new benchmark for social media excellence in the travel and leisure sector, reinforcing the company’s position as a digital pioneer in the industry.