TTMA 2016

TTMA 2016

27th January 2016 – iambassador, Royal Brunei Airlines, Sabah Tourism and Good Relations PR are very proud to announce that the #LoveSabah campaign has been shortlisted for the Travel Marketing Awards 2016.

The #LoveSabah campaign was launched in November 2014 to promote the Malaysian state of Sabah as a weddings and honeymoon destination. The partnership with Sabah Tourism and Royal Brunei Airlines marked a step change in the marketing strategies of the two brands, recognising the increasing influence of bloggers in shaping travellers’ perceptions around destinations and airlines.

The campaign saw six world-leading travel, lifestyle and wedding bloggers visit Kota Kinabalu and Brunei with Royal Brunei Airlines. The bloggers shared their experiences in real time via social media, driving engagement and awareness of Sabah’s great diversity of attractions. In the following months, a wide array of online content was produced, including 35 blog posts and videos, photos, a cinematic quality video and an ebook. The campaign generated 52 million opportunities-to-see across Twitter, Facebook, Instagram, Pinterest and Google+ in a period of two months (source:

The #LoveSabah team included bloggers Sarah & Terry Lee of LiveShareTravel, Niamh Shields of Eat Like A Girl, Becky Padmore of Global Grasshopper, Abigail King of Inside the Travel Lab, and Elizabeth Muhmood Kane of Bridal Musings, as well as videographers Nicolas Libersalle and Lea Amiel of Story Travelers, supported by the broader iambassador team.

The #LoveSabah campaign previously won the Travel Media Innovative Campaign and Content of the Year 2015 Award in November 2015.

The Travel Marketing Awards will take place in London, England, on 15th March 2016. We’re keeping our fingers crossed!