Sarong Campaign Bonds and Captures International Audience
The Kuala Lumpur Convention Centre (the Centre) has again made Malaysia proud by bringing home another international award. Against global competition, the Centre’s Sarong Campaign won Gold in the Meetings Industry Marketing Awards (MIMA) 2012 for ‘Best Print Advertising Campaign’.
Developed in 2011 as part the Centre’s strategy to make inroads into the North American meetings market, the campaign used Malaysia’s signature apparel to build awareness of, and pique interest in, the Centre and Malaysia as an ideal meetings destination and to symbolise ‘positive tie-ups’ with the target market.
According to Datuk Peter Brokenshire, General Manager, Kuala Lumpur Convention Centre, the campaign was very well-received and resulted in an increase in enquiries from North America with several turning into business leads.
“The excellent response has prompted us to now extend it to other international markets including Australia and Europe this year.”
Speaking on the Centre’s success at the gala presentation ceremony held at The Brewery in London, England on 1 October 2012, Brokenshire conveyed the Centre’s delight at receiving yet another MIMA award and that “this would not have been possible without the contribution of our most valuable asset i.e. our team, whose creativity, dedication and professionalism have continue to drive unprecedented success in our track record since our opening in 2005. The concept was devised in collaboration with our very creative home grown agency, Freeform Design, who has been responsible for developing the Centre’s collaterals.”
This latest award joins four other MIMA successes on the Centre’s trophy shelf. Last year (2011), its PlenaryOnCall won Bronze in the ‘Best Use of Budget’ category; in 2009, TenOnCall took Silver and Gold for ‘Best Use of Budget’ and ‘Best Marketing Campaign’; while in 2008, it was a Bronze for ‘Best CD-ROM/DVD’ for its corporate video.
Organised by Meetings and Incentive Travel (M&IT) magazine, MIMA was launched in 2002 to lift the standard of marketing in the meetings and events industry and to recognise the marketers.
Source = Kuala Lumpur Convention Centre