Miss Universe Malaysia gets makeover

BEAUTY PAGEANTS      REBRANDING     PUBLIC RELATIONS       BRAND VALUE  

• MUMO rebrands Miss Universe Malaysia pageant
• Andrea Fonseka named as national director
• Believes new theme will win over public and sponsors
  

Malaysia - The Miss Universe Malaysia Organization (MUMO) has rebranded its annual beauty pageant in an attempt to change public perception of the competition as well as attract sponsors.

Aptly called The New Miss Universe Malaysia 2010, it hopes to receive a more positive reception from the public this time round and crown a beauty queen who fits the new "Hip, Urban, Relevant, Real" theme.

Current sponsors include Parkson, the Royale Chulan Hotel, A Cut Above, Fly FM, and Orchan Consulting Asia.

Orchan Consulting Asia is also MUMO's appointed PR agency handling all media relations and publicity activities surrounding the contest.

Actress and former Miss Universe Malaysia winner, Andrea Fonseka has been appointed as the pageant's national director. She is in charge of the rebuilding and rebranding aspects of the pageant.

Fonseka tells A+M the revamp and new "Hip, Urban, Relevant, Real" theme has universal appeal.

"The approach will attract the attention of the younger, more open generation, and by maintaining the class of the traditional concept of the tiara, we still have the appeal to the old school pageant followers who range from 20 to 60 years of age", she said.

Three nationwide roadshows kick-off in Kuala Lumpur, Petaling Jaya, and Penang from mid -February onwards.

The grand finale happens on 15 May in Kuala Lumpur.

Print ads run in the Malay Mail a week prior to casting calls.

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