Blazing a Trail with the CAM CO-STAR
Sending off the vehicle to East Malaysia, Ms Gwee Chin Li, Head of Business Development, CAM Malaysia, is clearly excited about the Sarawak Tour with CAM CO-STAR. Adorned with the custom livery for the trip, the vehicle is not just the co-star, but the actual main protagonist.
The tour itself is somewhat unusual, however Chin Li has good reasons to put effort into the campaign. Having built a reputation among tour bus operators, she wanted to give the brand a further boost. “We realise that there is a lot of potential in East Malaysia. This activity is an excellent opportunity for us to boost our brand,” she says.
The initiative is to inspire people to consider road transport, by bus, and Chin Li hopes that the tour will be an eye opener for the market. According to her, bus travel is very popular in peninsular Malaysia, however the market is not fully developed in East Malaysia. This is because previously, cities in East Malaysia lacked connectivity via suitable highways. Now that the Pan Borneo Highway is completed, the situation is changing. “Now we have opportunities we can exploit.”
With an international reach of this campaign, Chin Li hopes that there will be an increased from tourists to not only flock to East Malaysia, but make buses their preferred way of moving about. Having several other models in the portfolio, the CO-STAR is yet another vehicle local transporters can consider for their operations. With 12-seater vans to 28-seater minibuses in the product line up, a suitable model will surely be available from CAM Malaysia. As a use case, Chin Li said that she can envision that families may take up the idea of renting a 20-seater to go on vacation.
During the customer event on 25th June, CAM Malaysia will have the entire range of vehicles on display. Placer-X, Co-Star and Kingo with manual and automatic transmission will be featured. “At the event, those interested in the buses and vans we offer can hop on and go for a test drive.” Besides, she points out that the participants of the Sarawak Roadtour with CAM CO-STAR will be present to talk about the driving experience.
A highlight during the customer event will be special promotions to be up for grabs on that day. Part of a nation-wide spare parts campaign, this promotional campaign is to excite potential clients about the CAM CO-STAR. In order to gather invaluable feedback on the vehicles, CAM Malaysia understands that one will have to get involved directly with clients, where they operate and in real-life conditions. “This is a multi-layered campaign that addresses several aspects of the tourism industry, transportation, local needs for buses and new ways of thinking.”