KUCHING, Nov 18: Sarawak Convention Bureau’s (SCB) Business Events Sarawak (BESarawak) is on a winning streak as Malaysia’s first convention bureau to bag the BrandLaureate World Best Brands Award 2019 in Singapore recently.
The company in a statement disclosed the award, conceptualised by The World Brands Foundation (TWBF), was designed to recognise corporations, non-governmental organisations (NGOs), societies, institutions and individuals who have impacted the community at large.
For the award, BESarawak noted that it secured the famed BrandLaureate trophy and plaque for ‘Nation Branding – MICE (meetings, incentives, conventions and exhibitions).
“BESarawak’s golden efforts of marketing and branding Sarawak as a preferred Business Events destination over several years has expanded to its brand new campaign, ‘Magnified Impacts of Your Business Events’.
“It diversifies the values of Business Events by placing Sarawak’s Business Events under the state’s 7 Key Focus Areas (7KFAs) namely Urban Development, Social Development, Agricultural Development, Environmental Development, Industrial Development including Sarawak Corridor of Renewable Energy (SCORE), Service Industry and Digital Economy.
“Under the campaign is the ‘Legacy Impact Programme’ that aims to drive social and economic transformations to social, business and government communities.
“The Programme focuses on 4 pillars – Advancing the Field, Community Benefits, Economic Outcomes and Public Policy – which is thrusted by its 27 drivers,” it revealed.
Meanwhile, BESarawak chairman Tan Sri Muhammad Leo Toyad noted: “Branding Sarawak as a reputable and capable Business Events destination has always been a challenge”
“Now, we stand on the same league with global trends in expanding the impact of Business Events from tourism economics to creating legacies and making valuable changes.
“This will place Sarawak as a role model for second and third tier destinations,” he added.
In the meantime, BESarawak by SCB was established in 2006 by the state government.
The company is a non-profit body whose aim is to bring Sarawak to the forefront as a competitive destination for international meetings.
Additionally, BESarawak is a member of the International Congress and Convention Association (ICCA), Union of International Associations (UIA) and Professional Convention Management Association (PCMA).
Its goal is to help connect NGOs, corporations and government bodies with whatever resources necessary to make international conventions a success in Sarawak. — DayakDaily