A Fifth Mima Award – This Time Gold!
04 October 2012
The Kuala Lumpur Convention Centre (the Centre) has again made Malaysia proud by bringing home another international award. Against global competition, the Centre’s Sarong Campaign won Gold in the Meetings Industry Marketing Awards (MIMA) 2012 for ‘Best Print Advertising Campaign’.
Developed in 2011 as part the Centre’s strategy to make inroads into the North American meetings market, the campaign used Malaysia’s signature apparel to build awareness of, and pique interest in, the Centre and Malaysia as an ideal meetings destination and to symbolise ‘positive tie-ups’ with the target market.
According to Datuk Peter Brokenshire, General Manager, Kuala Lumpur Convention Centre, the campaign was very well-received and resulted in an increase in enquiries from North America with several turning into business leads.
“The excellent response has prompted us to now extend it to other international markets including Australia and Europe this year.”
Speaking on the Centre’s success at the gala presentation ceremony held at The Brewery in London, England on 1 October 2012, Brokenshire conveyed the Centre’s delight at receiving yet another MIMA award and that “this would not have been possible without the contribution of our most valuable asset i.e. our team, whose creativity, dedication and professionalism have continue to drive unprecedented success in our track record since our opening in 2005. The concept was devised in collaboration with our very creative home grown agency, Freeform Design, who has been responsible for developing the Centre’s collaterals.”
This latest award joins four other MIMA successes on the Centre’s trophy shelf. Last year (2011), its PlenaryOnCall won Bronze in the ‘Best Use of Budget’ category; in 2009, TenOnCall took Silver and Gold for ‘Best Use of Budget’ and ‘Best Marketing Campaign’; while in 2008, it was a Bronze for ‘Best CD-ROM/DVD’ for its corporate video.
Organised by Meetings and Incentive Travel (M&IT) magazine, MIMA was launched in 2002 to lift the standard of marketing in the meetings and events industry and to recognise the marketers.
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For further information, please contact:
Datuk Peter Brokenshire
Kuala Lumpur Convention Centre
Tel: +603 2333 2888
Fax: +603 2333 2882
Desiree Ann or Charles Chaplin
TQPR (Malaysia) Sdn Bhd
Tel: +603 2092 4300
Fax: +603 2092 5972
NOTE TO EDITORS
About the Kuala Lumpur Convention Centre
The Kuala Lumpur Convention Centre (the Centre) is a component of the Kuala Lumpur City Centre (KLCC) and is managed and operated by Convex Malaysia Sdn Bhd, a joint-venture company between KLCC (Holdings) Sdn Bhd and AEG Ogden Pty Ltd, Australia.
A winner of numerous awards including the MICE Report Awards 2012 for ‘Best Convention Centre in Asia’; Business Destinations Travel Awards 2011 for ‘Best Congress & Convention Centre, Asia’; TTG Travel Awards 2011 for ‘Best Convention & Exhibition Centre’; Meeting Industry Marketing Awards (MIMA) 2011 for ‘Best Use of Budget (Bronze)’; CEI Industry Award 2009; and Travel Weekly (Asia) Industry Awards 2007 and 2008 for ‘Best Convention & Exhibition Centre in Asia’; the Centre is a wholly-owned facility of Kuala Lumpur Convention Centre Sdn Bhd which in turn, is owned by KLCC (Holdings) Sdn Bhd, a wholly-owned subsidiary of Petroliam Nasional Berhad (PETRONAS).
The Centre has ISO 9001, ISO 22000, ISO 14001 and OHSAS 18001 certifications, EarthCheck Bronze status (environment) and Hazard Analysis and Critical Control Points Certification (HACCP) recognition, the international food safety system for international convention facilities and five-star hotels. It is also the first in Asia; and one of only 12 AIPC centres worldwide, to receive the ‘Gold’ AIPC Quality Standards certification.
Comprising two auditoria (seating 3,000 and 500 respectively), 12,310 sqm of Exhibition Halls including a 2,600 sqm standalone marquee, a Grand Ballroom which seats 2,000 diners, a Banquet Hall for 500, a Conference Hall for 1,800 and 20 other meeting rooms, the Centre provides 22,659 sqm of function space in the heart of Kuala Lumpur.
About the Batik Sarong Tie-Up Campaign
The Batik Sarong Tie-Up Campaign encompassed creative print and online advertisements and e-invitations to entice visitors to a sarong experience; a booklet of postcards featuring vibrant batik designs, information on the Centre and step-by-step instructions on different ways to tie a sarong; and gifts of a batik sarong and the booklet to lucky visitors to the Centre’s booth at relevant trade shows.