MyCEB's new brand leverages on history

MyCEB   TRIBAL DDB   MILK & CO

Malaysia - The Malaysia Conventions & Exhibition Bureau (MyCEB) has launched a  branding campaign to engage international and regional meeting planners.

Ho Yoke Ping, general manager of sales and marketing at MyCEB, said the campaign focuses on how Malaysia was the trading and meeting hub 600 years ago and still is today.

This scene was recreated during its brand launch, where guests and media were given fake money to barter and trade for goods and food in a recreated scene of a spice mart in Malacca 600 years ago.

"The new tagline 'Malaysia - Asia's Business Events Hub' highlights our aim to communicate Malaysia's proposition as a gateway to Asia for meetings - where many of Asia's diverse cultures, languages and lifestyles are represented and have merged through a long history of trade and meetings" she added.

The new brand positioning will be applied in all of MyCEB's core programmes. The campaign involves a series of four print ads, the first of which will be published in November, followed by three more print ads for Meetings, Incentives and Conventions, which will run in trade magazines such as TTGmice, Micenet Australia, Conference & Incentive Travel UK and Association Meetings International (AMI).

By scanning the QR code, which is designed to look like the PETRONAS Twin Towers, at the bottom of the ad, readers will be taken to MyCEB's website to gain further information on its services.

MyCEB will also promote its new brand positioning by placing ads on escalators and setting up booth at international trade shows, kicking off with The Global Meetings & Incentives Exhibition (EIBTM) 2012 in Barcelona.

Agencies on board the campaign are Milk & Co for creative, Tribal DDB for digital initiatives, Vizeum for media buying and G2 for PR.   

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