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Sarawak Tourism Board: Explore the Unknown with Mao
Sarawak was an unknown destination to Chinese millennials. As a generation of travellers hungry for novelty, Sarawak Tourism Board wanted to entice their curiosity. What if, we made cats our tour guides?

Kuching, the capital of Sarawak translates to ‘cat’ in Malay. Millennials loved them. And they’re known for their curious spirit. So, we created a WeChat H5 where millennials could choose their cat tour guide to explore Sarawak through cat-shaped trails. Each trail revealed a unique itinerary, which prompted millennials to book a flight to discover the unknown.