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Sarawak’s bold Redefining Global Tribes campaign trailblazes Europe at IMEX Frankfurt

Frankfurt, 18th May 2017: Sarawak’s most daring campaign to date, Redefining Global Tribes¸ gathered Europe’s top meetings and convention professionals to advocate for the prominence of business events in the global economy at IMEX, a landmark exhibition for global experts working within the incentive travel, meetings and events industry.

Legacy comes full circle! Members of the ICCA team endorsing the Redefining Global Tribes campaign with Sarawak Convention Bureau’s (SCB) Business Development Manager Donny Tan (4th right)

ICCA CEO, Martin Sirk (middle), onboard with Sarawak’s Redefining Global Tribes campaign, flanked by SCB’s Senior Communications Executive Jonathan Soon (left) and Business Development Manager Donny Tan (right)

Reinforcing the tribal summon, Amelia Roziman, Chief Operating Officer of Sarawak Convention Bureau emphasised the significance of the campaign’s presence, “Redefining Global Tribes aligns the vision of business events communities around the globe. Just as how the IMEX exhibition has transformed the landscape of Frankfurt by drawing Europe’s crème of the crop under one roof, Sarawak’s campaign has the potential to transform the global economic landscape through business events.”

“Sarawak has always valued IMEX as a trusted partner and channel to reach out to the rest of the world. That is why we have also chosen IMEX as our pit stop for our Redefining Global Tribes world tour in May 2017,” concluded Roziman.

Uniting communications specialists in the industry under Redefining Global Tribes. ICCA’s Communication Strategist, Mathijs Vleeming (left) and SCB’s Senior Communication Executive, Jonathan Soon (right).


Bridging global tribes as SCB’s Senior Communications Executive, Jonathan Soon (middle) assemble the tribes from Colombia.

Sarawak, the unassuming underdog located on the island of Borneo, made headlines last year for being one of the few 2nd tier destinations to successfully host the prestigious 55th International Congress and Convention Association (ICCA) Congress 2016. The success gave rise to the destination’s latest campaign which was partly inspired by ICCA’s theme, Gathering of the Global Tribes.

This new campaign will also see the assembly of global business events experts at the Tribal Warrior Challenge, an obstacle course event, in Kuching this August.

For more information about the Redefining Global Tribes campaign, please email [email protected] or call 082-242516. Register for the Tribal Warrior Challenge at www.tribalwarrior.my.