07 November 2008
On Wednesday, Americans showed the world that everything is possible. On Thursday, the Sarawak Convention Bureau team showed the world that Malaysia can be the world’s best at 47th ICCA Congress Best Marketing Awards 2008. Sarawak’s entry beat out the other two finalists Salt Lake City and Liverpool, the favourite, to win the top award.
On Wednesday, Americans showed the world that everything is possible. On Thursday, the Sarawak Convention Bureau team showed the world that Malaysia can be the world’s best at 47th ICCA Congress Best Marketing Awards 2008. Sarawak’s entry beat out the other two finalists Salt Lake City and Liverpool, the favourite, to win the top award.

Another first for Malaysia in the world of MICE (Meetings Incentives Conventions & Exhibitions), Sarawak had earlier swept the coveted Diamond Award (Best of all categories) at ITB Berlin 2008 with its filmlet “Recharge In A New World”.

Creative agency Magicmakers Sdn Bhd has been working closely with the SCB team on the branding and promotional campaigns for the Sarawak campaign since 2006, and has chosen a partnership with production house Filmpoint in producing the winning filmlet. This latest win at ICCA 2008, based on the performance of the entire brand marketing mix, makes it the 4th international marketing and advertising award won by Sarawak team in 2008.

“It is a historic achievement by a Malaysian state in the world market,” says Peter Lo Chief Creative Officer at Magicmakers. “We’re just very proud to be a small part of this.”

As a new destination, Sarawak define their brand differentiator as being the exotic world of the rainforests and the main objective was to build awareness and encourage local stakeholders to bid for conventions. In the first eight months of 2008 alone, Sarawak has won ten international and regional convention bids with a delegate count of 10,000.

The ICCA was founded in 1963 and the annual congress brings together a global representation in the meetings (or business tourism) industry and provides a platform enabling members to generate and maintain significant competitive advantage by providing business opportunities, promotion, education and networking. This year’s 47th ICCA Congress 2008 was held in Victoria, Canada.
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