Malaysia’s East Malaysian state of Sarawak is a strong presence in the region’s business events industry, which can be largely attributed to the state’s efforts in putting out dynamic campaigns that have helped consolidate bids.
Its latest branded campaign, Redefining Global Tribes (RGT), aims to challenge business event planners and associations to increase the impact of their events on the industry and economy, as well as change the conventional narrative of how and why a business event is designed.
“Sarawak itself is very unconventional in many ways because it is an unusual mixture of nature, culture, modern development and heritage,” said Amelia Roziman, chief operating officer at Sarawak Convention Bureau (SCB).
Last week, SCB presented the campaign to over 400 executives at the Associations World Congress (AWC) in Antwerp, Belgium.
“AWC’s exponential quality network is the perfect platform for a campaign such as RGT. This campaign is more than just to market our destination; it's an active pursuit of matching objectives, meeting business needs, and in turn, co-building a global tribe within the world of business events,” said Roziman.
“It has been a tremendous experience at AWC. We look forward to create more allies, and hope to gather them at our landmark events in Sarawak in the near future.”
AWC 2018 is the largest conference for associations’ executives in Europe.