Ting (second right) and Ministry of Tourism, Arts and Culture permanent secretary Hii Chang Kee (centre) along with other representatives at the event.

Latest marketing campaign earns recognition

KUCHING: Business Events Sarawak’s (BESarawak) Tribal Gathering 2020 became the first hybrid event for the industry in Sarawak following the Malaysian government’s announcement on restarting business activities in the country.

The hybrid event welcomed less than 250 industry partners from Kuching in person and the rest of business events partners in the region virtually, including the Malaysia Convention & Exhibition Bureau (MyCEB), International Congress & Convention Association (ICCA), and Professional Convention Management Association (PCMA).

After months of heavy impact on the business events industry, the Tribal Gathering acted as a platform for BESarawak to discuss and share the latest strategic and tactical plans of 2020 with the state’s industry partners, whereby a trio of initiatives was launched as a symbol that Sarawak is now open for business events again.

Upon announcing the reopening of Sarawak’s business events industry, Assistant Tourism, Arts and Culture Minister Datuk Sebastian Ting said that the ministry, through BESarawak, would put the new direction and plans in motion to ensure that all business event planners and partners are geared towards the reset factor.

He also reiterated that with the “pairing of standard operating procedure (SOP) and guidelines together with the incentivised packages, we are confident that business event planners, especially from the national market, will strive.”

At the event, the first launch was BESarawak’s latest marketing campaign known as Tribe Legacy Sarawak. It has immediately gained international recognition due to its profound creative elements to showcase why Sarawak is the business events destination.

The campaign includes five components and was created as part of recognition by the Sarawak government to focus on tourism beyond leisure, meaning that the non-economic values of business events (legacy impact) will be in the spotlight to improve professional, government and social communities.

During the event, BESarawak acting chief executive officer Amelia Roziman said, “This campaign is distinct as it outlines Sarawak’s unique selling point —  Tribe Spirit. The unity of Sarawakian industry partners will be shown and shared under Tribe Spirit movement — it is during this challenging time that collaboration and unity will serve as the leading factor to a sustainable business events ecosystem.”

Another crucial element that falls under the new campaign is the Business Events Planners Incentivised Package to support business event planners and industry partners.

The package is divided into three sub-packages namely Tribe Acceleration, Tribe Elevation, and Tribe Generation. A focal point for the package is that business event planners can benefit from the bureau’s two reward programmes — BESLegacy Reward Programmes and BESTribe Reward Programmes.

Meanwhile, the second launch was the Reactivation Guideline for Organising Business Events in Sarawak, developed in collaboration with the Sarawak government and fellow industry partners to release a set of guidelines that would form the basis of organising business events in today’s situation.

The guidelines will be paired with SOPs approved by the Sarawak Disaster Management Committee (SDMC) to ensure hotels’ and convention venues’ readiness to receive delegates once again.

The final launch was Tribe Digital Campus, a virtual space for capacity building (skills training) and business lead generation.

Tribe Digital Innovation is one of the two prongs within the campus that actively promotes and subsidises quality skills training and international certifications, while Tribe Digital XChange is a virtual roadshow and B2B platform for industry partners to present their latest products and services to business event planners.

The following can be contacted for more information on the respective aspects:

• Tribe Legacy Sarawak campaign: Rose Bruce (rose@sarawakcb.com), 082-242516
• Business Events Planners Incentivised Package: Anedia Kahar (anedia@sarawakcb.com), 082-242516
• Tribe Digital Campus: Log on to www.tribedigitalcampus.com or contact Olga Dazona (olga@sarawakcb.com), 082-242516.