From L-R: Dato’ Sri Dr. Muhd. Leo Michael Toyad Abdullah (Chairman, Sarawak Convention Bureau), YAB Pehin Sri Haji Abdul Taib Mahmud (Chief Minister, Sarawak), YABhg Puan Sri Ragad Waleed Alkurdi Taib (Wife of Chief Minister, Sarawak) and Mrs. Jill Henry (CEO, Sarawak Convention Bureau)
KUCHING, 24 November: The Sarawak Convention Bureau recently unveiled its new corporate imagery at the 5th Anak Sarawak Appreciation Award Ceremony that was held on the 12th of November 2011 at Borneo Convention Centre Kuching (BCCK). The unveiling was part of the Bureau’s 5th year anniversary celebrations. Themed ‘Rainforest Magic- Homecoming Warriors’, the event was graced by the Honourable Chief Minister of Sarawak, YAB Pehin Sri Haji Abdul Taib Mahmud and his wife YABhg Puan Sri Ragad Waleed Alkurdi Taib.
Ms. Amelia Roziman, Global Marketing and Corporate Affairs said, “Market research has shown that the Borneo brand is very strong globally so we decided to integrate its essence into our new corporate branding that is sure to stand out from the crowd.”
“The tagline, ‘Where Business and Adventure Meet’ was created to showcase Sarawak as an ideal destination where one can focus on work yet still enjoy the beauty of the rainforest and Sarawak’s laid back lifestyle. Here you can meet in the heart of the world’s oldest rainforests,” she adds.
In line with SCB’s nature of daring to be different and avant-garde, the Bureau enlisted the help of prominent tattoo artist Simon David Kalum Umpie to design the new logo tattoo. A Sarawak native, currently living in Kuala Lumpur and running his own tattoo parlour, Simon used the State symbol, the majestic hornbill, as his inspiration.
Once the drawing was completed, SCB’s graphic designer, John Huang, who is a contemporary artist himself, then adapted the original tattoo drawing and incorporated modern art to provide a fresh and corporate look. The end result was a fusion of both past and present.
Mrs. Jill Henry, CEO of SCB comments, “Successful Marketing is about cut through – Daring to be different to stand out from the crowd. The new logo retains a stylish corporate look but is also adventurous – I’d say it definitely lives up to our marketing creed.”
She adds, “To the locals, each Dayak tattoo represents a motif that tells a story or reflects the individuals’ personality and lifestyle. To an international audience, they see tattoos as a distinct image they can relate to the exotic island of Borneo. Overall, the combination of traditional meets modern will be well received everywhere due to its uniqueness to foreigners and familiarity to locals.
A true depiction of the Bureaus’ new tagline- WHERE BUSINESS AND ADVENTURE MEET, it is a known fact that Sarawak Borneo sells well globally due to its exotic nature as a unique destination for MICE. Delegates are able to mix business with pleasure in a mysterious, unspoilt destination on the beautiful tropical island of Borneo- one of the last frontiers for good old-fashioned adventure.
Like the Borneo Hornbill, SCB strives to be adventurous and to stand out within the MICE industry. The people of Sarawak remain firmly linked to their foundation and traditions and never forget their roots. The majestic Borneo Hornbill epitomises the heritage and culture of the people of Sarawak who are both loyal and truly extraordinary.
