Spearheading the changing landscape of business events
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 firstname.lastname@example.org 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.