The Sarawak Convention Bureau kicks off a new campaign to show how a second-tier city can work association events differently
Sarawak Convention Bureau recently kickstarted its new brand campaign, Redefining Global Tribes, by unveiling the Tribal Warrior Challenge, an exhilarating obstacle-based teambuilding event which will be held in Kuching on August 19.
Through a dynamic partnership with Borneo Tru Events, this obstacle course race gathers business event communities in the Asia-Pacific region and the general public, and demonstrates how the bureau can package business events in a fresh, new manner.
The Tribal Warrior Challenge will have three categories. Participants can opt for the The Rite of Passage category (8km) or the more tedious Headhunter category (12km) which is designed for those who wish to push their boundaries.
The Bizst Mode (5km) category is crafted exclusively for the business events sector and is open only to invited guests of the Sarawak Convention Bureau. Invitees will include association leaders in the Asia-Pacific, the bureau’s industry partners, and select media organisations.
Amelia Roziman, chief operating officer at Sarawak Convention Bureau, explained that the Tribal Warrior Challenge reflects the value of unity, community and identity of business events – the three key drivers that underline the Redefining Global Tribes campaign.
In conjunction with the challenge, the bureau will craft a four-day/three-night fam trip for the industry invitees.
“The (programme) will follow with site inspections of hotels and tourism products in the state as well as a business events Sarawak industry seminar which will also provide participants with information on the support services provided by the bureau,” Amelia added.
Since its establishment in 2006, Sarawak Convention Bureau has concentrated on niche events that yield benefits in education, social responsibility, research and trade for Sarawak, or lend support to the multiple industries or professions that are of state interest.
The new brand campaign, which emphasises on the importance of business events and its impact on constructing a stronger and more diverse economy for Malaysia, is a sequel to the 55th ICCA Congress’ 2016 theme – Gathering of the Global Tribes – which placed Sarawak on the world map for second-tier destinations in conventions and conferences.
Overall, the campaign has received positive feedback from industry players.
Gracie V Geikie, the director/principal consultant of Sarawak-based PCO Place Borneo, said: “The campaign provides revitalised energy for the destination. Hosting the ICCA Congress in Sarawak was great as it put Sarawak on the world map for business events.”
However, Geikie cautioned that this did not guarantee a steady flow of events, so “having a sequel to the brand campaign is a step in the right direction as campaigns must have continuity”.
This is a way of continuously “wowing” the market in order to keep the memories alive as well as energy levels high, she added.
Yap Sook Ling, director AOS Conventions & Events, agreed that the campaign is a neccessary as many other destinations are competing for business and association events, some of which have big marketing budgets.
Yap said: “It is so easy to get lost in the crowd, so what the bureau is doing through the brand campaign exercise is good for Sarawak and Malaysia. It puts attention on the destination for new clients looking for niche, secondary destinations to hold their events.”
In addition, Yap believes that Sarawak is good for association meetings that are not looking for a glitzy city centre, and instead prefer to experience diverse local cultures and explore close-by UNESCO World Heritage sites such as the Gunung Mulu National Park.
Malaysian Tribology Society secretary, associate professor Mohd Fadzli Bin Abdollah, sees Sarawak as having its own unique charm.
He explained: “Sarawak has a diverse cultural heritage. We think such a unique destination will attract the attention and interest of international participants. It will be an opportunity for them to see the rainforest, the endangered orangutan and tribal longhouses – things you don’t get to see in Tier One Asian cities.”
Giving Sarawak a vote of confidence, the society chose the destination for its 6th Asia International Conference on Tribology in 2018, even though it would have been easier to host it in Peninsular Malaysia, as all its society members are based in West Malaysia.
Geikie added: “Too often, associations get bogged down with the logistics and see Sarawak as a second-tier destination. But second-tier destinations also bring added values such as lower costs, and easier logistics – such as Kuching International Airport being only 20 minutes from the city centre.”
