Sarawak Convention Bureau wins BrandLaureate award

Datuk Abdul Karim Rahman Hamzah (third left), Minister of Tourism, Arts, Culture, Youth and Sports receiving the award on behalf of Sarawak Convention Bureau from Tan Sri Dato Dr Michael Yeoh (second right), CEO of Asian Strategy Leadership International, accompanied by Tan Sri Dr Muhammad Leo Michael Toyad Abdullah (second left), chairman of Sarawak Convention Bureau. They are flanked by Tan Sri Rainer Alhoff (far left), chairman of APBF and Dr K K Johan, president of the BrandLaureate (far right).

KUALA LUMPUR: Sarawak Convention Bureau (SCB) was recently presented the “BrandLaureate Industry Champion Brand ICON Awards 2017” in the MICE (meetings, incentives, conventions and exhibitions) and Destination Branding category by the Asia Pacific Brands Foundation (APBF).

Established by the state government in 2006, SCB has played a pivotal role in positioning the state as one of the leading second tier destinations in Business Events within the region.

According to a press release, Minister of Tourism, Arts, Culture, Youth and Sports Datuk Abdul Karim Rahman Hamzah was present to receive the award on behalf of SCB.

“The BrandLaureate pays tribute to iconic brands and we are grateful to be recognised again for our advocacy of excellence for the sector and the destination,” said SCB chairman Tan Sri Dr Muhammad Leo Michael Toyad Abdullah who was also present to witness the win.

SCB was also the recipient for the BrandLaureate Country Branding Award 2011-2012.


Asia Pacific Brands Foundation (APBF) acknowledged the role of the bureau in promoting Sarawak as a destination brand, commenting on its continuous effort in the areas of Business Events and tourism.

“SCB has been at the forefront of promoting Brand Sarawak in areas of MICE and tourism to the world and has done a great job. SCB is highly committed to its role and its success is reflected in the many MICE events held in Sarawak and the number of tourist arrivals” said Dr K K Johan, the founding president of the BrandLaureate.

SCB chief operating officer Amelia Roziman said, “As SCB embarks in its second decade championing Business Events for the state under our boldest campaign yet —Redefining Global Tribes — this is a testimony of our past branding efforts, as well as an affirmation of our brand strategy for the destination under our boldest campaign.”

Dubbed as the Grammys for branding, APBF is the only brands and branding foundation in the world dedicated to developing brands in a myriad of business backdrops. The foundation aims to promote brand excellence among organisations within the country and beyond.