The Malaysia Convention & Exhibition Bureau (MyCEB) has unveiled the country’s new branding campaign and tagline.

Created to convey Malaysia’s value propositions for business events, the global launch of the campaign at EIBTM also coincides with the introduction of MyCEB’s new website and a Quick Response (QR) Code to the European meetings market.

According to Dato’ Dr James Dawos Mamit, Deputy Tourism Minister Malaysia, “The new tagline, ‘Malaysia – Asia’s Business Events Hub’ encompasses our aim to communicate Malaysia’s proposition as a gateway to Asia– where many of Asia’s diverse cultures, languages and lifestyles are represented and have merged through a long history of trade and meetings. Malaysia is increasingly becoming a first port of call for international organisations wanting to engage with Asia through business events, due to its positioning as a microcosm of Asia and it is also an easy place to do business.”

“The strategic changes are instituted to clearly define and communicate Malaysia’s business event proposition for the international and regional markets. It is also pertinent that the new campaign supports Tourism Malaysia’s world renowned tagline – Malaysia Truly Asia, but with a business spin,” Mamit continued.

Speaking to a group of media at the international launch, Zulkefli Hj Sharif, Chief Executive Officer, MyCEB said, “We have lined up a series of strategic communication initiatives to actively pursue MyCEB’s target markets including international and regional associations plus meeting and incentive planners. The brand proposition will be applied in all MyCEB’s core programmes including trade advertising, website, editorials, trade shows and promotions. Industry partners are also encouraged to carry the brand message in their sales and marketing programmes overseas.”