Kuala Lumpur, 11 September 2017: Sarawak Convention Bureau (SCB), Malaysia’s pioneer in Business Events, was presented the “BrandLaureate Industry Champion Brand ICON Awards 2017” in the MICE (meetings, incentives, conventions and exhibitions) and Destination Branding category by the Asia Pacific Brands Foundation (APBF) recently at The Majestic Hotel, Kuala Lumpur.
Established by the Sarawak State Government in 2006, SCB has played a pivotal role in positioning Sarawak as one the leading second tier destinations in Business Events within the region.
“The BrandLaureate pays tribute to iconic brands and we are grateful to be recognised again for our advocacy of excellence for the sector and the destination,” said Tan Sri Dr. Muhammad Leo Michael Toyad Abdullah, SCB’s Chairman who was also present to witness this monumental win.
SCB was also the recipient for the BrandLaureate Country Branding Award 2011-2012.
APBF acknowledged the role of the state Bureau in promoting Sarawak as a destination brand, commenting on its continuous effort in the areas of Business Events and tourism.
“SCB has been at the forefront of promoting Brand Sarawak in areas of MICE and tourism to the world and has done a great job. SCB is highly committed to its role and its success is reflected in the many MICE events held in Sarawak and the number of tourist arrivals” says Dr. KK Johan, the founding president of the BrandLaureate.
Chief Operating Officer of SCB Amelia Roziman further commented, “As SCB embarks in its second decade championing Business Events for the State under our boldest campaign yet Redefining Global Tribes, this is a testimony of our past branding efforts, as well as an affirmation of our brand strategy for the destination.”
Dubbed as the Grammys for branding, APBF is the only brands and branding foundation in the world dedicated to develop brands in a myriad of business backdrops. The foundation aims to promote brand excellence among organisations within the country and beyond.
