klcc batik saron tie-up campaign bma #icca12 tuesday 23/10/2012

Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved |

www.klccconventioncentre.com



The Opportunity

• North America is a growing market

• To attract more international meetings

• An ideal platform to engage target market

• We needed a hook

• Malaysia not well known

• Create competitive edge

• A campaign to encourage buyers

ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign



Why the Batik Sarong?


• Batik Sarong symbolises perfect “tie-up” with the Centre

• Batik Sarong is an indigenous representation of

Malaysian culture

• Batik Sarong campaign reflects multicultural Malaysia’s:

• Warm and friendly people• Safe and secure environment• Great value for money propositions• Modern and historic infrastructure• Vibrant destination offerings



Why the Batik Sarong?

• Symbolically reflects the Centre’s:

• Corporate culture• Multipurpose facilities• Integrated infrastructure• Reputable service culture and diverse offerings• Commitment to arts and culture

• Affirms Centre’s brand tagline of

“Where Commerce, Culture, Colour Converge”




From Paper to People


• Creatively link the sarong’s versatility to:

• Centre’s flexibility• Innovative approach to doing business• Demonstrate our wish to bond with clients

• A concept with universal appeal

• Need to physically present a destination experience

• Batik sarong symbolises Perfect “tie-ups”



Campaign Execution


• Successful US campaign extended to Australia and Europe

• Identified appropriate opportunities

• Launched engaging on-line and print campaigns

• Stimulated interest with call to action

• Developed gifts of Batik sarong and booklet of postcards

• Worked with Team Malaysia partners



Campaign Deliverables


The Batik Sarong give-away Packaging labels





Postcards booklet relating the Centre’s

unique selling points with Malaysian Batik and

instructions on how to wear a Batik Sarong


www.klccconventioncentre.comICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign


Print ad used for AIBTM 2011 Print ad used for IMEX America 2011

E-Invitation used For AIBTM 2011

E-Invitation used for IMEX America 2011





Print ads used for AIME 2012 E-Invitation used for AIME 2012

Print ads used for IMEX Frankfurt 2012 and IMEX America

2012



Campaign Extension

Demonstration on how to tie a Batik Sarong at trade shows

Batik painting & cultural performance as part of the Conventions Value-Add

ProgrammeICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign



Campaign Extension


Print greeting cards that can be used as picture frame

E-greeting cards

Environmental applications



Commentary from Industry

“I like the Batik Sarong Campaign because it appropriately embodies

Malaysian Culture.”

David Kliman, CMP, CMM, President, the Kliman Group (USA)

“I felt the multi-pronged marketing approach engaged the

target demographic (meeting professionals) in several ways.”

Michelle Russell , Editor in Chief, PCMA, Convene

“I thought the campaign was simple and clever because it united

the best of Malaysian culture with a personal connection.”

Martin Lewis, Managing Director, CAT Publications

“Their talk of bonding with clients and creating positive tie ups was

all cleverly bound in and aligned to the Malaysian kain Batik Sarong.”

Jill Varley, Editor, Business Events News




The Legacy


• Showcased Malaysia as international meetings destination

• Elevated the country’s profile

• Achieved positive PR & Media coverage

• Generated leads

• Delivered positive economic impact

• Benefited local businesses and suppliers



• Secured events that will use our cultural showcase

• Sustained and preserved indigenous craft, culture and

heritage

• Contributed to local job creation

• Nurtured business development opportunities

• Enhanced the quality of life of our community


The Legacy





The Results


• We generated RM323,000 (€ 80,750) in PR value

• We won 14 Bids and have 20 bids in progress with

an estimated economic impact of RM250,000,000

(€ 62,500,000)

• These events will collectively deliver over 50,000 delegates

• They will generate over 40,000 air line seats

• They will deliver 300,000 room nights





Return On Investment

ROI : 1 to25


The Centre:

ROI : 1 to178Economic Impact:

25 times return on every Ringgit spent

178 times return on every Ringgit spent

klcc batik saron tie-up campaign bma #icca12 tuesday 23/10/2012

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