Air Love Cuti-Cuti: Jom Healing

Delivering a media launch with protocol, precision and purpose

To launch Spritzer’s Air Love Cuti-Cuti: Jom Healing campaign, EMG was entrusted to manage a high-profile PR and media event involving government representatives, mainstream media, travel partners and key brand stakeholders.

The launch was officiated by YB Datuk Khairul Firdaus Akbar Khan, Deputy Minister of Tourism, Arts and Culture, positioning Spritzer alongside Malaysia’s broader ambition to promote local, sustainable and wellness-led tourism ahead of Visit Malaysia 2026.

Beyond event production, the assignment required careful coordination across ministerial protocol, VIP movements, official speeches, media registration, press engagement, stage programming, launch mechanics and an art installation tour. Every detail—from the arrival sequence and seating arrangements to photography moments and media access—was managed to ensure the programme remained professional, respectful and on schedule.

The event also introduced the campaign’s travel series and sustainability message through keynote presentations, a travel-show sharing session, a formal launch ceremony, a VIP art installation walkthrough and curated media experiences.

Through EMG’s balance of love and logic, the launch combined the warmth of Malaysian hospitality with the discipline required for government protocol and media relations. The result demonstrated our ability to manage multiple stakeholders, protect the brand’s reputation and create the right environment for meaningful press coverage.

The launch secured coverage across English, Malay and Chinese media, including mainstream, business, travel and lifestyle publications—turning a one-day event into a broader national conversation around healing travel, local discovery and sustainable tourism.

Campaign at a Glance

Media Attendance: 65
Total Media Coverage: 43
Mainstream Media Coverage: 7
Advertising Value: RM180,000+
Estimated PR Value: RM720,000