Sarawak Convention Bureau’s destination marketing campaign entitled “Awaken the Warrior Within” has won the EIBTM Best Destination Marketing Campaign Award at the Global Meetings & Incentives Exhibition (EIBTM) held at Fira Gran Via, Barcelona, Spain from 1 to 3 December 2009.
The campaign objective is to generate new international bid opportunities for Sarawak. The components of the selected destination marketing campaign included a series of three full page advertisements placed in international trade publications, second edition of Meeting and Incentive Planners Guide and a 5-minute sequel to the award winning “Re-charge in a New World – Sarawak, Borneo” destination video used in destination and sales presentations. The campaign brief of both the advertisements and video was to effectively communicate the concept that visiting or meeting in Sarawak will change ones way of thinking for the better and this would open up a fresh new perspective and in-depth knowledge to one’s creativity and wisdom. The target audience for both the advertisements and the sequel DVD are meeting planners, association executives, professional conference organizers, corporate decision makers, business travel agents and incentives.
One of the components, the Meeting and Incentive Planner’s Guide Volume II is the second destination guide produced by the Sarawak Convention Bureau. The 128-page guide is full of useful information on Sarawak, the largest State of Malaysia situated on the exotic island of Borneo. It includes information on the Bureau’s services to meeting planners, Sarawak’s meeting credentials, top incentive ideas and features details on 213 potential convention venues and industry service providers. Venue details include information on the two landmark breakthroughs in highlighting Sarawak’s new direction in development, that is, the Borneo Convention Centre Kuching and Pullman Hotel Kuching. The Guide also highlights local people of interest sharing their personal thoughts about Sarawak.
The Meet in Sarawak Video II (Recharge in a New World – Changing Perspectives) sequel video continues the story of a climatic meeting between jaded Western business executives and unique local hosts from the Sarawak Iban community. The original video positioned Sarawak as a new and vibrant business destination where the traditions of the past are still upheld but follows in a way that is very much a part of today’s fast paced business world. The sequel uses the same “tongue in cheek” humorous approach and retains many of the same characters from the original so that it can be used in tandem.
Copies of the Guide can be ordered in print or CD format from the Bureau’s website at www.sarawakcb.com. The video is now available for viewing in http://www.youtube.com/watch?v=lNacZeGEtnc and the DVD format also will soon be available on the Bureau’s website.
The winners were revealed at a VIP ceremony during the European Incentive Business Travel and Meetings exhibition in Barcelona on 2 December 2009 on the Turespaña Events Lounge. In attendance at EIBTM were 3,000 international suppliers from over 100 countries across the globe. The international panel of judges selected Sarawak’s entry over finalists from Tourism Australia and Montreal, Canada highlights its outstanding creativity.
Representing the Bureau in the Award Presentation Ceremony were Ms. Christina Wendt, Director of Sales and Ms. Elynnie Dominic.
Overwhelmed with the award back in Sarawak, Malaysia, the Honorable Dato Sri Dr. Muhammad Leo Michael Toyad, Chairman of the Sarawak Convention Bureau said, “We are really thrilled to be presented this prestigious award and certainly hope that this destination marketing campaign will add to our support to bring in more number of successful bids to Sarawak.”
Previously Sarawak Convention Bureau has also won the International Congress and Convention Association (ICCA) Best Marketing Award 2008 in Victoria, Canada.
