Collaborations That Should Prove Profitable


( – Malaysia Convention and Exhibition Bureau (MyCEB) and Malaysia Airlines Bhd (MAB) have taken a leap forward by joining forces in the realm of business tourism and major events through a strategic partnership agreement.

The one-year agreement will see both parties collaborate in the area of co-operative sales and marketing to jointly harness on mutually beneficial business opportunities.

The collaboration is geared towards branding and promoting Malaysia as a preferred destination for business events and further upholds the Ministry of Tourism and Culture’s target of achieving 36 million in tourist by 2020.

In a similar move, from 1st April 2016, in an industry first, Tourism Malaysia and Singapore Airlines (SIA) agreed to work together to boost tourist arrivals into Malaysia through the signing of their first-ever Marketing Collaboration Memorandum.

The two-year partnership was signed at ITB Berlin 2016, witnessed by Tourism and Culture Minister Dato Seri Mohamed Nazri Abdul Aziz, Malaysian Ambassador to Germany Dato Zulkifli Adnan and Singapore Ambassador to Germany Jai S Sohan.

It will see the two parties jointly explore and implement activities to promote tourist traffic to Malaysia through the Singapore hub from 14 key inbound markets, by way of SIA and SilkAir services.

The tie up between Malaysia Airlines Bhd and MyCeb also aims to elevate business tourism offerings through the partnership

“This collaborative agreement is certainly a win-win situation for both parties as it leverages on each other’s inherent strengths and helps reinforce Malaysia’s business tourism brand as well as ensure a competitive edge in bidding for hosting of international business events in the country,” MyCEB chief executive officer Datuk Zulkefli Sharif said.

Meanwhile, MAB head of sales Laurent Recoura said Malaysia Airlines is delighted to be partnering MyCEB for this important market segment.

“As the country’s national airline, we are fully supportive of the country as the leading destination for business events and tourism,” he said.

SIA and Tourism Malaysia have agreed to cooperate on advertising and promotional campaigns, as well as familiarisation programmes for travel trade and media, among other initiatives.

“Singapore Airlines and SilkAir together serve nearly 100 destinations in 35 countries, making us well positioned to support the development of tourism in Malaysia and the broader ASEAN region as a whole.

“We look forward to offering more customers the opportunity to discover Malaysia’s unique culture and heritage, as well as its world-renowned cuisine,” said Singapore Airlines Divisional Vice President of Sales and Marketing, Foo Chai Woo.

SIA and SilkAir currently operate a total of 111 flights per week to five destinations in Malaysia from Singapore.

Enter the prestigious APPIES Malaysia Marketing Awards today!

Known as the ‘TED for Marketing’, campaign entries are presented by their brand marketers or campaign creators in an interactive format comprising of a 4-minute creative reel summarising the overall marketing campaign, followed by a 6-minute oral presentation highlighting significant aspects of the campaign, and finally a Q&A with the audience.

Entrant campaigns must have run between 1 January 2015 and 29 February 2016 in any of these categories:

1. Consumer Durables

2. Consumer Services

3. Food and Beverage

4. Non-food FMCG

5. Business Services

6. Government, Cultural, Social and Environmental campaigns.

Top brands including P&G, Mondelez International, Coca-Cola, Google, IKEA, IBM,
Unilever, Amazon, Shangri-La Hotels & Resorts and Asia Pacific Breweries have
all won at the APPIES over the years. Will your Brand or Agency be next?

Download details and your Entry Kit here:

Closing Date: 31 March, 2016

All entries are to be submitted to [email protected] via file transfer protocol.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
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