The Sarong Continues to Tie Strings of Accolades for the Kuala Lumpur Convention Centre
10 October 2012
LAS VEGAS, 9 October 2012 – Who would have thought a humble piece of batik sarong* would garner so much attention that it not only bonded well with trade show visitors, it even captured the hearts of judges at international awards! The Kuala Lumpur Convention Centre (the Centre)’s Batik Sarong Tie-Up Campaign did just that.
Conceptualised to deliver an innovative and creative engagement strategy in its first major foray into the North American market last year (2011), the campaign has won Gold in the Meetings Industry Marketing Awards (MIMA) 2012 “Best Print Advertising Campaign” category. The Centre has also been nominated as a second-time finalist in the upcoming International Congress and Convention Association (ICCA) “Best Marketing Award 2012” for the same campaign.
Using the sarong as the drawing card to “build ties” with the US meetings industry and to directly and interactively communicate with their target group, the creative campaign has since been successfully replicated at trade events in Europe and Australia.
Speaking from IMEX America in Las Vegas, Angeline Lue, the Centre’s Director of Sales & Marketing, said, “We are delighted with the impact delivered by the ‘Batik Sarong Tie-Up Campaign’ and how effective it has become as an engagement tool that facilitates a fun but meaningful interaction with clients and at the same time builds awareness of Malaysia as its compelling proposition for international meetings and events.”
The innovative use of a simple piece of fabric to symbolise the building of ties with a new market has proven not only successful but also auspicious to the Centre with tangible results including increasing business leads from North America and securing events.
Kuala Lumpur and the Centre have been selected as the first offshore venue for Toastmasters International, when the 88-year old California-based organisation holds its 82nd Annual International Convention in the Malaysian capital in 2014. Other US-based organisations that are also holding their event at the Centre include the Women Delivery Conference 2013 and 10th Asia Pacific Congress of Allergy, Asthma and Clinical Immunology 2016, involving 6,500 delegates.
To date, the Centre has hosted 35 US-based events and more than 206,500 delegates such as the 16th World Congress on Information Technology (2008), 13th International Congress on Infectious Diseases (2008), 24th International Air Cargo Forum and Exposition (2008), 10th International Conference on Low Vision (2011) and Institute of Internal Auditors (IIA) International Conference (2011).
This is among the 6,322 events, which brought in over 13 million delegates and visitors, which have taken place at the Centre since its opening in June 2005. “And between now and 2016,” said Lue, “we are confident of continuing growth with some 250 confirmed bookings which will bring around 1.6 million delegates to our doorstep.”
* Sarong - a beautiful piece of fabric with batik motifs which is a wraparound formed by tying a strip of cloth around the lower part of the body and worn by the men and women of the Malay archipelago and certain islands of the Pacific Ocean. The sarong can be tied in over 20 styles and gives the wearer a stylish yet comfortable look.
For further information, please contact:
Datuk Peter Brokenshire
Kuala Lumpur Convention Centre
Tel: +603 2333 2888
Fax: +603 2333 2882
Desiree Ann or Charles Chaplin
TQPR (Malaysia) Sdn Bhd
Tel: +603 2092 4300
Fax: +603 2092 5972
NOTE TO EDITORS
About the Kuala Lumpur Convention Centre
The Kuala Lumpur Convention Centre (the Centre) is a component of the Kuala Lumpur City Centre (KLCC) and is managed and operated by Convex Malaysia Sdn Bhd, a joint-venture company between KLCC (Holdings) Sdn Bhd and AEG Ogden Pty Ltd, Australia.
A winner of numerous awards including the Meetings Industry Marketing Awards (MIMA) 2012 ‘Best Print Advertising Campaign (Gold)’; MICE Report Awards 2012 for ‘Best Convention Centre in Asia’; Business Destinations Travel Awards 2011 for ‘Best Congress & Convention Centre, Asia’; TTG Travel Awards 2011 for ‘Best Convention & Exhibition Centre’; Meeting Industry Marketing Awards (MIMA) 2011 for ‘Best Use of Budget (Bronze)’; CEI Industry Award 2009; and Travel Weekly (Asia) Industry Awards 2007 and 2008 for ‘Best Convention & Exhibition Centre in Asia’; the Centre is a wholly-owned facility of Kuala Lumpur Convention Centre Sdn Bhd which in turn, is owned by KLCC (Holdings) Sdn Bhd, a wholly-owned subsidiary of Petroliam Nasional Berhad (PETRONAS).
The Centre has ISO 9001, ISO 22000, ISO 14001 and OHSAS 18001 certifications, EarthCheck Bronze status (environment) and Hazard Analysis and Critical Control Points Certification (HACCP) recognition, the international food safety system for international convention facilities and five-star hotels. It is also the first in Asia; and one of only 12 AIPC centres worldwide, to receive the ‘Gold’ AIPC Quality Standards certification.
Comprising two auditoria (seating 3,000 and 500 respectively), 12,310 sqm of Exhibition Halls including a 2,600 sqm standalone marquee, a Grand Ballroom which seats 2,000 diners, a Banquet Hall for 500, a Conference Hall for 1,800 and 20 other meeting rooms, the Centre provides 22,659 sqm of function space in the heart of Kuala Lumpur.