Overview

Bhutan, Land of the Thunder Dragon, is a country of immense beauty and proud heritage. One of the world’s most desired high-end destinations, it boasts pristine nature, a deeply spiritual people and a near-untouched culture. Across the border in Nepal, backpackers trek the slopes and spend their days partying in the tourist ghettos.

Visitors to Brunei Darussalam, the Abode of Peace, explore the rainforest by day, encounter shimmering gold architecture at sunset, stay in five-star luxury at night and then enjoy a stroll along the beach the next morning. Spectacular mosques dot the quiet streets of the country’s tranquil capital. Across the rest of Borneo (the remainder of the island is split between Malaysia and Indonesia), tourists descend on eco-resorts or backpack, staying at inexpensive guesthouses.

What Bhutan and Brunei share in common is a meticulously developed positioning. They also share one branding agency – Keen.

The Challenge

Neither Bhutan nor Brunei wants crowds of tourists; instead they court a desirable number of luxury tourists, specifically targeting those who will respect the local ways, who seek a cultural experience with five stars.

The Solution

Since the agency’s founding, Keen has been creating carefully strategized collateral for Bhutan’s Department of Tourism. Keen develops Bhutan’s brochures, posters, promotional magazines and a wide assortment of collateral – aimed at its core audience of respectful, discerning luxury travellers. In addition, the Royal Government of Bhutan has entrusted Keen with its image, contracting Keen to develop a number of government publications.

Brunei Tourism contracted Keen to elevate its branding – while carefully steering its positioning to the right markets. Keen structured the brand and collateral development around four key elements, encapsulating the richness of the country: Brunei’s nature, culture, heritage and the spirit of contemporary Asia. The nation then communicated the brand images by distributing Keen-developed materials through targeted on and offline marketing channels, focusing on its niche markets and the collectively developed communication strategy.