Overview

The Directorate General of Immigration sought to accelerate public awareness and adoption of electronic passports, requiring a communication approach that could translate policy into everyday relevance for travellers. Markathing led the KOL management by curating three to four highly relevant travel influencers each month, ensuring alignment between audience profile and message context, while guiding content direction to embed e passport benefits naturally within travel narratives. This consistent and targeted approach enabled the information to spread effectively across digital audiences, resulting in a significant surge in demand, with applications for e passports increasing more than tenfold during that time.