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Pacific Asia Watch
Business In Borneo: Marketing Tools For Sarawak

The Sarawak Convention Bureau (SCB) recently launched its International Marketing Campaign – a ‘Telegram of Borneo’ that will target prospective clients across the globe.  Present at the launch, were YB Datuk Amar Abang Haji Abdul Rahman Zohari Tun Datuk Abang Haji Openg – Minister of Tourism, Sarawak, YB Dato Sri Dr Muhd. Leo Michael Toyad Abdullah – Chairman of SCB, and visiting guest Mr Martin Sirk – CEO of the International Congress & Convention Association (ICCA) along with Sarawak industry members, media and invited guests.

“Now in its 7th year, the Bureau has managed to transform a virtually unknown meetings destination to a potential global player that will open up more opportunities for the local industry in its quest for higher yield events and knowledge exchange,” commented the Minister of Tourism, Sarawak, who officiated.

Among the marketing tools launched included the latest edition of SCB’s Meeting Planner’s Guide (MPG), SCB’s new Brochure, and the 3rd installment of SCB’s corporate video – Discover a New You, Where Business & Adventure Meet. All these marketing tools can be downloaded from the Bureau’s website:

The MPG is a comprehensive guide for meeting planners, with information for meetings development in Sarawak plus support services available from the Sarawak Government and SCB. Equipped with venue listings and specifications, it is a guide to successful meeting planning in Sarawak. The new SCB brochure is targeted to associations. It features case studies and types of support available to association clients. A separate brochure for corporate events is in the works, and will be launched in the near future.

In keeping with the latest technology features, SCB has created an app for its prospective and current users to interact with the bureau and the services it offers. It is designed to assist the savvy business traveler on the go – using the phone as an effective communication tool.

An important medium for bidding, SCB’s videos will be used during bid presentations, trade shows, commercials, advertising platforms, broadcast and online media, and of course social media to give the audience a feel and image of Sarawak. The latest video projects an emotional standpoint that is easily relatable to business travelers as they are constantly on-the-go and away from their families. What the videos portray is that Sarawak is able to marry both business and adventure, at the same time recognizing what matters to the audience most - their family.

For previous videos (Recharge in a New World I and II), the objective was to convert international bid opportunities for Sarawak. The target audiences for the sequel short film are meeting planners, association executives, professional conference organizers, corporate decision makers, business travel agents and incentive planners. In discussion with media following the launch, SCB’s managing director Mike Cannon shared that “our overall aim is to win more bids, and to win more bids we need to capture the hearts of buyers first. Going away for a conference will no longer be a chore, particularly when that conference is in Sarawak.”

SCB’s Chairman, YB Dato Sri Dr Muhd. Leo Michael Toyad Abdullah added; “the core objectives of the campaign are to create a greater level of awareness of Sarawak as a potential business events destination, whilst teasing prospective clients, at trade shows and such like, to fully engage them with Sarawak.”

A highlight of the event for SCB was the presence of Mr Martin Sirk, of ICCA, who was in Kuching for a site inspection. SCB has been a member of ICCA since 2006, and won the prestigious ICCA Best Marketing Award 2008 in Victoria, Canada for its successful marketing campaigns in branding Sarawak as a business events destination.

“We are incredibly fortunate to have had the benefit of ICCA’s research and training models during SCB’s formative years under the leadership of my predecessor, Jill Henry” commented Mike Cannon. “Both ICCA and Jill have been paramount to SCB’s success.” “It is a great honor to have Mr Sirk present with us for this launch and we look forward to working with ICCA for future events, with the added hope that the industry in Sarawak takes this opportunity to be part of the ICCA family,” concluded Mike.

For more information on SCB’s latest marketing tools and how to download them, do visit or contact