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Brand Brilliance

Kuala Lumpur Convention Center achieves BrandLaureate

eTN  Jul 02, 2008

KUALA LUMPUR – Proving the successful combination of Malaysian talent and an international edge, the three-year-old Kuala Lumpur Convention Center (the Center) has acquired another feather in its cap with its recent coup of The BrandLaureate Awards 2007-2008 for brand excellence in Product Branding - Convention Center.

The BrandLaureate Awards, also known as the Grammy Awards for Branding, recognizes the best brands from Malaysia and the Asia Pacific and covers various industries and categories, from multinationals to government-linked and public-listed companies. Organized by the Asia Pacific Brands Foundation, winners are determined based on a stringent 300-point judging criteria which covers brand strategy, brand culture, brand communication, brand equity and performance.

On the Kuala Lumpur Convention Center’s win and its efforts in creating a Malaysian brand of international standing, Peter Brokenshire, general manager, Kuala Lumpur Convention Center said the Center’s achievement is a true Malaysian success story.

“Prior to the Center’s opening in 2005, we essentially started from a zero base in the meetings and exhibitions industry, needing to create awareness of the country, Malaysia, the city, Kuala Lumpur and in turn, the Kuala Lumpur Convention Center. When approaching regional and international markets, we had to explain our unique selling points, such as a value-for-money destination boasting a friendly multi-cultural society, stable political and economic environment, attractive pre- and post-conference tours, first-world infrastructure, technologically-advanced facilities and professional quality service.

“We also had to quickly build-up a bank of comprehensive information on our unique product including marketing material and collateral as the lead time for many of the markets sometimes required up to 10 years and bids being made for events as far ahead as 2016.”

Continuing, Mr. Brokenshire said the key difference for the Kuala Lumpur Convention Center was, and remains, its “Team Malaysia” partnership with Tourism Malaysia, Malaysia Airlines (MAS) and Kuala Lumpur City Hall (DBKL). “Attending trade shows under the ‘Team Malaysia’ umbrella presented a bigger Malaysian brand and indicated ready support from the government and local experts in the field.”

With its strategic location in the heart of the integrated Kuala Lumpur City Center, the Kuala Lumpur Convention Center is now achieving far more than it was designed to do. In the year of 2007, the Center saw an estimated 32 percent growth over 2006 for the total number of events held and an encouraging increase by 26 percent in number of delegates/visitors attending events at the Center.

“The Kuala Lumpur Convention Center brand continues to garner recognition as the preferred venue for a host of prominent international, regional and local conventions, exhibitions, corporate functions, meetings, entertainment and banqueting events. Its reputation for technologically-advanced facilities, first-class service, gastronomic offerings and a professional team ensures clients that every event will be a seamless experience. At the Kuala Lumpur Convention Center, a client’s success is the Center’s success,” concluded Brokenshire.

Other credits garnered by the Center to date include TravelWeekly (Asia) Industry Awards 2007’s “Best Exhibition and Convention Center in Asia” and the prestigious Green Globe Benchmarked status in recognition of the conscientious first steps taken by the Center towards improving its business and community’s environmental, social and economic performance. These awards add much to the Center’s increasing credibility as a major player in the global meetings and exhibitions arena.

Kuala Lumpur Convention Center achieves BrandLaureate

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