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The
Sarawak Convention Bureau (SBC) recently won a Diamond Award for its new MICE video commercial at the prestigious Das Goldene
Stadttor (the Golden City Gate) Film Competition in Berlin.
The
award-winning commercial was among multiple entries submitted by 32 countries for eight different categories. The four-minute
commercial entitled 'Recharge in a New World' was selected as the best overall entry by
the international jury.
SBC’s Chief Executive Officer, Jill Henry said her team took a different
approach in their first production to stand out and be noticed. “We chose to
produce a story-lined TV commercial leavened with a touch of “tongue in
cheek” humour instead of the usual showcase of the whole destination,” she
said.
She also added that the honest approach they adopted in making the
video commercial may have worked to their advantage. “We did not shy away
from the fact that many international meeting planners do not know where
Sarawak is located. Hopefully, that will all be changed as we embark on an
intensive profile building exercise in the lead up to the opening of our new
convention centre next year,” Ms Henry added.
The story line of the commercial featured Sarawak’s Iban community
and the set up of the climactic meeting between the overseas MICE visitors
and their exotic Iban hosts. The commercial will help position Sarawak and
the upcoming convention centre as a new MICE venue next year.
The winning entry was scripted by Peter Lo of the creative agency
Magicmakers. It was directed by an international award-winning Kuala Lumpur based film director, Yoki Chin of Filmpoint, with co-director Leong
Euho. The production also has veteran producer Han Chung Huat as executive producer on a ten-day shoot which included shipping a cast and
crew of about 100 people and two tons of equipment into the rainforest of
Sarawak.
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