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KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012
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KLCC Batik Saron Tie-Up Campaign BMA #ICCA12 TUESDAY 23/10/2012

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Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.

Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.

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  • 1. Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | www.klccconventioncentre.com
  • 2. 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 Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 3. 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 Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 4. 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” Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 5. 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” Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 6. 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 Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 7. Campaign Deliverables The Batik Sarong give-away Packaging labels Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved |ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 8. Campaign Deliverables Postcards booklet relating the Centre’s unique selling points with Malaysian Batik and instructions on how to wear a Batik Sarong Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved |ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 9. Campaign DeliverablesPrint ad used for AIBTM 2011 Print ad used for IMEX America 2011 E-Invitation used E-Invitation used for For AIBTM 2011 IMEX America 2011 Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 10. Campaign Deliverables Print ads used for IMEX Frankfurt 2012 and IMEX America 2012 Print ads used for AIME 2012 E-Invitation used for AIME 2012 Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved |ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 11. Campaign ExtensionDemonstration on how to tie a Batik Sarong at trade showsBatik painting & cultural performance as part of the Conventions Value-AddProgramme Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved |ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 12. Campaign Extension Print greeting cards that can be used as picture frame Environmental E-greeting applications cards Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved |ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 13. Commentary from Industry“I like the Batik Sarong Campaign because it appropriately embodiesMalaysian Culture.”David Kliman, CMP, CMM, President, the Kliman Group (USA)“I felt the multi-pronged marketing approach engaged thetarget demographic (meeting professionals) in several ways.”Michelle Russell , Editor in Chief, PCMA, Convene“I thought the campaign was simple and clever because it unitedthe 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 wasall cleverly bound in and aligned to the Malaysian kain Batik Sarong.”Jill Varley, Editor, Business Events News Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved |ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 14. 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 Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 15. The Legacy• Secured events that will use our cultural showcase• Sustained and preserved indigenous craft, culture andheritage• Contributed to local job creation• Nurtured business development opportunities• Enhanced the quality of life of our community Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 16. 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 Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 17. Return On InvestmentThe Centre:ROI 1 to25 :25 times return on every Ringgit spentEconomic Impact:ROI : 1 to178178 times return on every Ringgit spent Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved |ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Campaign www.klccconventioncentre.com
  • 18. Terima Kasih! Thank You!ICCA Best Marketing Award 2012 | Batik Sarong Tie-Up Copyright © 2012 Convex Malaysia Sdn Bhd. All Rights Reserved | www.klccconventioncentre.com

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