Sarawak's latest MICE marketing campaign bags international award

Business Events Sarawak raises the bar for post-pandemic destination marketing with satirical short film.

The five-minute video highlights safe meeting measures for delegates with a sense of humour.
The five-minute video highlights safe meeting measures for delegates with a sense of humour. Photo Credit: Business Events Sarawak

Business Events Sarawak (BESarawak) has bagged a Los Angeles Film Award for its humorous short film on Covid-safe protocols for MICE events in the new normal.

Titled ‘Sarawak - New Normal in Business Events’, the five-minute video opens with a traditional Iban headhunter chasing an international delegate through a rainforest — but what seems to be a dangerous encounter turns out to be a figment of the delegate’s imagination as, in reality, he completes a temperature scan at a local conference venue, among other Covid-safe procedures.

The film outlines a series of safe meeting measures recently introduced across the country, while highlighting Malaysian greeting styles and incentive experiences such as culinary explorations, joining festivals, traditional village visits and nature-driven outings.

BESarawak CEO, Amelia Roziman, said: "To restart and protect the industry, we must first educate the industry on what it means to be responsible and how. I believe that the short film is going to be an important educational resource that shall attract national and international delegates again when the sky reopens."

Sarawak's business events and tourism industry became the first in Malaysia to initiate the Industrial Covid-19 Vaccination Centre in July, and the city has so far vaccinated more than 89% of adults — which officials say is the highest in Malaysia.

Still, Datuk Abdul Karim Rahman Hamzah, Minister of Tourism, Arts, and Culture Sarawak, urged: "We must not overlook the importance of safety precautions with Covid-19 lingering.

"[This] short film can better enforce [new normal] measures and I strongly encourage other industries to utilise this film and make it part of their marketing strategy so that we can become a responsible destination. Congratulations to BESarawak for this admirable win.”

This is the first international film win for the Malaysian business events industry. The film was produced by Business Events Sarawak (BESarawak) as part of its Tribe Legacy Sarawak marketing campaign.

Watch the short film here.



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