Dean Owen

5 years ago · 2 min. reading time · visibility ~10 ·

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Pitching Cambodia – So where the bloody hell are you?

Pitching Cambodia – So where the bloody hell are you?

Cambodia is one of the less popular destinations for first time travellers to Asia. With so many diverse countries to choose from, Cambodia really hasn’t done a great deal to get into the hearts and minds of world travellers. Tourism is a key industry for many Asian countries and in order to attract, they need to market their product. Many countries are hopping on the bandwagon following the hugely successful “Malaysia Truly Asia” campaign.

Malaysia does have a lot to offer – food, diversity of cultures, heritage, beaches, islands, diving, rainforests with the World’s largest flower, but ask someone what they want to see when they visit Malaysia and they will struggle for an answer. The most famous thing about Malaysia is the Petronas Towers. But you don’t book a vacation to see a skyscraper. Despite this, the campaign has seen a solid and consistent increase in tourism.

Many countries have hopped on the bandwagon with their own taglines:

Incredible India

Amazing Thailand

Dynamic Korea

Uniquely Singapore

Wow Philippines

Maldives, The sunny side of life

Naturally Nepal

Even Australia introduced a tagline in 2007 courtesy of UK based advertising agency M&C Saatchi, which was, and I kid you not,


“So where the bloody hell are you?”


That A$180 million dollar campaign ran into some difficulties when it was banned for using the word “bloody” on UK TV. It was also banned in Canada for it’s promotion of alcohol consumption where in the opening scene of the commercial, a guy in an Outback bar says “We’ve poured you a beer”.




Cambodia desperately needs tourism to bolster its fledgling economy. Tourism is Cambodia’s second largest industry next to textiles. Despite this, Cambodia only attracts less than 5 million tourists a year. Compared to neighboring Thailand’s 25 million tourists, clearly Cambodia is not doing a particularly good job.

They do have a tagline,

Cambodia, Kingdom of Wonder

And they do put out some cheaply produced and very unimaginative videos. They even have a Kingdom of Wonder song.




At least M&C Saatchi was creative, and we all know controversy sells.

Given what is at stake here, if I ran an advertising agency, I would be knocking on the door of the Cambodian government and making a pitch.

Cambodia should be an easy sell to tourists around the world. And I am not talking food or culture, but a unique magical destination that should be on everyone’s bucket list. I am of course referring to the largest religious structure in the world, Angkor Wat.

Build a campaign around that and your next paycheck could well be A$180 million!

I leave you with some pictures of my last trip there. I am hardly what you would call an expert photographer, but despite this, with such a photogenic subject matter it is almost impossible to fail.


Pitching Cambodia – So where the bloody hell are you?


Pitching Cambodia – So where the bloody hell are you?


Pitching Cambodia – So where the bloody hell are you?


Pitching Cambodia – So where the bloody hell are you?


Pitching Cambodia – So where the bloody hell are you?


Pitching Cambodia – So where the bloody hell are you?


Dean Owen is Co-Founder of Quimojo, a revolutionary new concept in Global Campus Recruitment


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Comments

Sarah Elkins

5 years ago #16

#25
Thanks for reading it, Dean Owen, I'm so proud of that girl and can't wait to see her in September when she's back in Virginia.

Dean Owen

5 years ago #15

#24
Those types of blogs are my absolute favourite. She does write well, and some great pictures. I kind of like the idea of burning fake money to send to ancestors. Thanks Sarah Elkins

Sarah Elkins

5 years ago #14

My cousin has been a Peace Corps volunteer in Cambodia for the past couple of years, returning next month. She writes beautifully about her experience there and her generous host family. Here's her blog: https://barangonabike.wordpress.com/2014/10/12/boogersandsnot/. I hope to go in the near future.

Lisa Gallagher

5 years ago #13

Dean Owen, even though the video was a bit cheesy, i could see the beauty. Agree with your marketing tips on Angor Wat. Your pictures are great. I think they still need to focus somewhat on resorts or bungalows that are appealing along with highlighting local culture in detail and food which does appeal to many people's senses. Quite interesting, thanks for the culture lesson too!

Paul Walters

5 years ago #12

#20
done ! Only 10% I like that, not greedy!

Dean Owen

5 years ago #11

#19
Could seriously be a good business opportunity, pitching to countries that have not engaged outside agencies. How about I set up the meeting, you do the pitch, and I get 10% if you win? (I'm not greedy and A$ 18 million would be enough to get me that villa next to yours!) Thanks Paul.

Paul Walters

5 years ago #10

Cool article as always! Just getting my pitch ready ... Wanna come?

mohammed khalaf

5 years ago #9

And when you come here can you informed me#16

Dean Owen

5 years ago #8

Thank you mohammed khalaf, our new friend in Iraq. I do hope one day you visit Asia. Likewise, one day I hope I can visit Iraq. Be safe.

mohammed khalaf

5 years ago #7

nice tourism my friend and thank you to all informations.

Dean Owen

5 years ago #6

#12
Thanks Joanna, Well if you want to avoid getting depressed, avoid The Killing Fields and the Choeung Ek Genocidal Center in Phnom Penh. Must see temples are Angkor Wat, Bayon, Ta Prohm and Angkor Thom. If a nice day when you visit Angkor Wat, do the tethered balloon ride and you'll get a magnificent view. Some nice Art Galleries in Siem Reap. The Water Villages. And after a heavy day of walking, go to the Elephant Bar at Raffles Grand Hotel a'Angkor and order the Airavata cocktail. For a special meal, book a table at the Amansara, but don't stay there (it is not as good as other Aman Resorts)

Dean Owen

5 years ago #5

#8
For sure I will visit India again, and we can go out and have my favourite dosa or uttapam together! Thanks Praveen Raj Gullepalli

Pascal Derrien

5 years ago #4

On my bucket list :-)

Dean Owen

5 years ago #3

Yes Tonle Sap was fun although I am definitely not as adventurous as you guys! Never had the lotus flowers. To be honest, much as I prefer Cambodia as a destination to Thailand, I do like the stronger flavour and spiciness of Thai cuisine, but I could eat both every day (so long as I can have Italian once a month!). Not a big fan of sticky rice dishes in South East Asia, especially the desserts. Looking forward to seeing where you go next! Thanks Netta Virtanen

Dean Owen

5 years ago #2

#2
Thanks @Praveen Raj Gullepalli. I will have to do an Indian article shortly then, perhaps Jaipur, or New Delhi, or if I am feeling ambitious, Mumbai (so much to talk about Mumbai). Which part of India are you originally from?

Dean Owen

5 years ago #1

#1
Thanks Netta Virtanen, It is changing fast. Now the road from Siam Riep to Angkor Wat is lined with tacky Chinese run hotels. Phnom Penh is looking more and more like Hanoi with all the mopeds.Had some amazing French food. Did you visit the water villages at Tonle Sap? And do you prefer Thai or Khmer cuisine? Cheers

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