By DayakDaily Team
KUCHING, March 6: Sarawak took centre stage at the ITB Berlin 2024, marking a groundbreaking moment with the launch of its transformative ‘Gateway to Borneo’ campaign.
According to a press release from the Sarawak Tourism Board (STB), the campaign signifies a brand refresh and strategically positions Sarawak as the premier gateway to Borneo, encompassing Kalimantan, Sabah, and Brunei.
“Through this campaign, Sarawak aims to amplify its allure as a prime tourism destination, inviting global travellers to embark on a journey of discovery and inspiration,” read the press release.
It went on to say that the campaign, which is in line with ITB 2024’s theme, ‘Take Travel Technology to the Next Level. Together’, ushers in a new era of digital tourism, ready to share its natural pride with the world – a rich tapestry woven with threads of Culture, Adventure, Nature, Food, and Festivals (CANFF).
“Complementing the campaign’s overarching theme is a refreshed ‘Sarawak More to Discover’ (SMTD) destination logo, an update which maintains the vigour and excitement of the region’s marketing strategy – to position Sarawak as a plethora of culture, adventure, nature, food, and festivals, along with authentic experiences not found anywhere else in the world and yet to be discovered.
“The STMD logo serves as a visual representation of Sarawak’s pristine rainforests, the allure of its coastal waters and the colourful diverse ethnicities of its people.
“The logo also showcases the majestic silhouette of the Rhinoceros hornbill, an iconic symbol synonymous with Sarawak’s cherished moniker, ‘Land of the Hornbills’.”
Meanwhile, Tourism, Creative Industry, and Performing Arts (MTCP) Sarawak Minister Dato Sri Abdul Karim Rahman Hamzah said in the press release: “We are thrilled to unveil the evolution of Sarawak’s tourism narratives with our ‘Gateway to Borneo’ campaign.
“It is not just a geographic distinction but also embodies a contemporary and timeless aesthetic, resonating with the evolving tastes of our discerning audience.
“This strategic move not only reinforces our commitment to digitalisation but also highlights Sarawak’s pivotal role as the entry point to the wonders of Borneo,” he said, adding that the State would be targeting four million visitor arrivals in 2024.
In the press release, STB also highlighted that the Rainforest World Music Festival (RWMF) will be celebrating its 27th year with the theme ‘Evolution’. The event is scheduled to take place from June 28th to 30th, highlighting the dynamic nature of music across different generations and cultures.
“This year, RWMF embraces the transformative power of music, weaving together culture and environment.
“As millennials inherit the mantle, RWMF becomes a platform to amplify indigenous voices and shared wisdom in rainforest conservation.”
Furthermore, for its efforts in promoting responsible practices and sustainability for the RWMF, STB recently garnered international acclaim, winning the ‘Best Global PR Campaign Award’ at the World Communications Forum Award (WCFA), Davos Switzerland, for its sustainable initiatives, the ‘Nation’s Pride Award’ for ‘Tourism Promotion Excellence’ at the BrandLaureate BestBrands Awards 2023, and two Gold awards and the ‘Campaign of the Year Awards’ at the Malaysia Public Relations Awards (MPRA). — DayakDaily
