The Tourism authorities in Malaysia were looking to build on the phenomenal success of their “Malaysia, Truly Asia” branding campaign with the development of a Malaysia Truly Asia Centre (MTAC). After engaging an international team of market analysts and attraction designers, MTAC wanted to ensure a first-class guest experience. They also needed to confirm that the operating economics would allow MTAC to continue delivering that first-class experience over the long-term.
MR ProFun worked alongside MTAC’s international team, including the world-famous Hettema Group design team, to evaluate the day-to-day operating requirements of MTAC—everything from attraction capacity to show schedules to parking and restroom requirements. Based on this evaluation, MR ProFun recommended a long-term Operations model for MTAC and developed detailed financial forecasts for the first five years of MTAC operations.
The success of the initial design and operations planning work has enabled our client to move forward with more advanced preparations for the launch of the Malaysia Truly Asia Centre. It has provided MTAC with the clarity and confidence to move forward with many of the critical decisions required to continue its development of the Centre. As the development process moves forward, MR ProFun looks forward to continuing our contributions this exciting new concept for national Tourism brand-building.