Spear­head­ing the chang­ing land­scape of busi­ness events

The Star Malaysia - Star2 - - Seminar & Convention -

AS in­dus­try play­mak­ers steer away from or­tho­dox choices for their con­fer­ences and ex­hi­bi­tions, Malaysia’s pioneer­ing con­ven­tion bureau, Sarawak Con­ven­tion Bureau (SCB) in­tro­duces a bold di­rec­tive to change the land­scape of busi­ness events to chal­lenge even the most fear­less of lead­ers, by Re­defin­ing Global Tribes.

Sarawak’s Re­defin­ing Global Tribes spear­heads a rev­o­lu­tion away from the norm, mod­elled on mul­ti­cul­tural Sarawak’s three key tribal val­ues of Unity, Com­mu­nity and Iden­tity.

Now in its 11th year of op­er­a­tion, SCB de­signed Re­defin­ing Global Tribes to shift the fo­cus be­yond merely pro­mot­ing its unique sell­ing points (USPs), such as an­cient rain­for­est and wealth of wildlife to­wards the state’s big­ger and bolder goal of driv­ing the im­pact of busi­ness events in the re­gional econ­omy.

“As a fluid sec­tor, busi­ness events at­tracts trade, tal­ent and for­eign in­vest­ment. A busi­ness event has the nat­u­ral affin­ity to as­sem­ble the world into one pow­er­ful Global Tribe, un­re­stricted by bound­aries but bound by great pas­sion,” ex­plained Sarawak Con­ven­tion Bureau chief op­er­at­ing of­fi­cer Amelia Roz­i­man.

“As­sem­bling that global tribe is the vi­sion Sarawak in­tends to lead.”

Re­defin­ing Global Tribes is ac­tu­ally a se­quel cam­paign to the 55th In­ter­na­tional Congress and Con­ven­tion As­so­ci­a­tion (ICCA) Congress – Gath­er­ing of the Global Tribes held at its cap­i­tal city, Kuch­ing. Dubbed as the “Olympics” of the sec­tor, Sarawak rose to fame as a for­mi­da­ble sec­ond tier des­ti­na­tion when it won the congress against the city Prague in 2013.

ICCA’s past pres­i­dent Arnaldo Nar­done ex­plains why Kuch­ing stood out, “By pre­sent­ing them­selves as a role model and in­spi­ra­tion for other sec­ond-tier cities, based on how they have used ICCA’s ed­u­ca­tional and mar­ket­ing plat­forms to build their pro­fes­sion­al­ism and cre­ativ­ity, they are now reg­u­larly win­ning pres­ti­gious in­ter­na­tional con­gresses in a wide va­ri­ety of fields.”

As one of the few sec­ond tier des­ti­na­tions to win (and suc­cess­fully host) the most au­thor­i­ta­tive meet­ing in busi­ness events, this lat­est cam­paign car­ries on Sarawak’s great­est tri­umph to cul­ti­vate a wider and more im­pact­ful scope for the sec­tor and the na­tion.

“This sec­tor rep­re­sents a tremen­dous growth op­por­tu­nity, es­pe­cially in urg­ing the coun­try’s fis­cal and so­cial growth. Re­defin­ing Global Tribes also en­com­passes the strate­gic ini­tia­tives which fit into the state’s as­pi­ra­tion and in­ter­ests,” said Amelia.

A fine ex­am­ple would be the call for a dig­i­talised econ­omy from Sarawak’s Chief Min­is­ter Datuk Amar Abang Zo­hari Abang Haji Openg.

“For dig­i­tal econ­omy to flour­ish in Sarawak, the avail­abil­ity of tal­ents with the right skills is piv­otal. By hold­ing busi­ness events per­tain­ing to this area, there would be an in­trepid ex­change of knowl­edge and skills be­tween ex­perts and the func­tion­ing agen­cies, re­sult­ing in an ac­cel­er­ated tran­si­tion from a tra­di­tional econ­omy to a dig­i­talised one,” con­tin­ued Amelia.

Sarawak’s vi­sion is clear – Re­defin­ing Global Tribes el­e­vates Sarawak to a whole new play­ing field. Dart­ing across con­ti­nents, the global launch of the cam­paign in ma­jor tradeshows such as the IMEX Frank­furt, AuSAE Con­fer­ence and Ex­hi­bi­tion (ACE) Syd­ney and oth­ers have gar­nered much sup­port from the global com­mu­nity as well.

Es­sen­tially, a bold di­rec­tive such as this needs a point of con­ver­gence. SCB and lo­cal event or­gan­iser Bor­neo Tru Events col­lab­o­rated to pro­duce the “Tribal War­rior Chal­lenge” – an ob­sta­cle-based event to unite in­dus­try part­ners, clients, me­dia and govern­ment agen­cies with 4,000 pub­lic rac­ers.

“It is rather un­usual to have a sport­ing event in busi­ness events, but we are al­ways push­ing the en­ve­lope of what the sec­tor is and this chal­lenge is spe­cially crafted to high­light the cam­paign’s core mes­sage of unity, com­mu­nity and iden­tity,” said Amelia.

Mov­ing be­yond USPs is the first step in a jour­ney, which is in­dis­putably cre­at­ing rip­ples across the re­gion and in time, the world. This could be the right time for the busi­ness events sec­tor to re­think its strate­gies and brand con­cepts. It seems that for now, a hid­den gem called Sarawak is the vi­sion­ary in this sec­tor’s rev­o­lu­tion.

For de­tails on the Re­defin­ing Global Tribes cam­paign, con­tact Jemima Ri­nai Joseph via e-mail at jemima@sarawakcb.com or call 082-242 516.

To join the Tribal War­rior Chal­lenge, reg­is­ter at www.trib­al­war­rior.my.

SCB All-Stars pro­mot­ing the Bureau’s lat­est Re­defin­ing Global Tribes cam­paign.

Sarawak Con­ven­tion Bureau chief op­er­at­ing of­fi­cer Amelia Roz­i­man.

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