The International Events Unit (IEU) of the Malaysia Convention and Exhibition Bureau (MyCEB) has appointed Essence Communications to undertake the PR services for the unit.
Established by Malaysia’s Ministry of Tourism in 2009, MyCEB serves as a one-stop centre to assist meeting and event planners to bid for and stage regional and international business tourism events, with the IEU responsible for identifying and supporting major event bids on sports, arts, entertainment and lifestyle events.
The IEU also looks for avenues to drive tourism into the country to support the Ministry of Tourism and Tourism Malaysia’s promotional campaign of Visit Malaysia Year 2014.
Last year, MyCEB attracted RM916 million in tourism spending from visitors to major events in Malaysia.
Felix Heinimann (pictured), group managing director, Essence Communications, said the PR agency is a familiar communications partner on the international events scene, having built years of experience in developing PR campaigns for large scale mass public events, performing arts, international sporting events and entertainment events and more.
“Our successes with digital campaigns have allowed us to explore new directions. Digital PR is certainly an instrumental tool for these new businesses and it is also an avenue for growth with our existing Clients. Being in the pulse of media consumption habits has always allowed us to reinvent our campaign strategies for our Clients,” Heinimann added.