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Sarawak Rolls out New Logo and Tourism Campaign Offering ‘More to Discover’

• by APAC Ad Junkie
• October 22, 2018

T he Malaysian state of Sarawak has updated their logo along with rolling out a new ad campaign with the tagline “More to Discover.” The unveiling ceremony of the logo campaign took place during an industry event last week.

As for the design of the new logo, we are still taking it in and remain firmly on the fence.

Basically, the consensus is that the primary “Sarawak” typography is fun, if not a little rough, but the “More to Discover” font choice could stand a little tuning up as it just doesn’t feel quite right – particularly when paired with its colorful upstairs neighbor.

But what do we know? We’re just the media.

Goal of Over 5 Million Visitors

Sarawak, which is located on the island of Borneo, has set a target of over five million tourist arrivals for 2019, said State Tourism, Culture, Youth and Sports Minister Datuk Abdul Karim Rahman Hamzah following the launch of the Visit Sarawak logo late last week

“Last year, we targeted five million as well but we achieved 4.85 million tourists visiting Sarawak,” Hamzah told a gathering of reporters. “This year our target is actually 5.2 million tourists and as at September, we have hit more than three million tourists. Hopefully, more will be coming during the school holidays and later in the year.”

Here is the new campaign spot, which is quite poetically narrated, and makes us want to book the next flight:

See more on Spotlight:

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Sarawak Tourism Board unveils Visit Sarawak logo

The new logo Sarawak Tourism Board designed to connote fun, and friendliness, while representing the warm hospitality of the state.

Malaysia’s largest state of Sarawak’s Tourism Board has unveiled the Visit Sarawak Year logo in two key markets, in West Malaysia and Singapore as a precursor to the launch of Visit Sarawak in 2019.

Sarawak Minister of Tourism, Arts, Culture, Youth and Sports, the Honourable Datuk Haji Abdul Karim Rahman Hamzah unveiled the logo which was designed to connote fun, and friendliness, while representing the warm hospitality of the state.

The multicolored fonts spell out “Sarawak” with the tagline, “More to Discover”  and includes the hornbill, representing Sarawak’s moniker, “Bumi Kenyalang,” or “Land of the Hornbills” that the State has been known for many years, which is also an important symbol of luck to the indigenous people of Sarawak.

Hamzah said, “The tagline, ‘More to Discover’ underscores Sarawak Tourism Board’s strategy to position the state as a destination to discover culture, adventure, nature, food, and festivals (CANFF) that is not found anywhere else in the world.”

“We will be looking at rolling out through the line campaigns in each of our target markets with the aim to increase visitor arrivals to Sarawak to 5 million by the end of 2019.”

Sarawak Tourism Board will be the key promoter for the campaign.

Sarawak Tourism Board’s CEO, Sharzede Salleh Askor said, “Some of the key international markets for Visit Sarawak will be UK, Germany, the Benelux, China, Australia, ASEAN countries.”

Sarawak had recorded total revenues of RM8.59 billion (USD 2.07 bit) from tourism in 2017, which accounted for 7.9% of its gross domestic product (GDP). International arrivals to Sarawak clocked in at 2.6 million last year. ASEAN countries were a key source of visitors, which accounted for 48.98% or 2.38 million arrivals in 2017.

A kaleidoscope of culture, adventure, nature, food and festivals: is the best description for Sarawak. Sarawak comprises 27 ethnic tribes with their own unique traditions, lifestyles, music and food.

Sarawak is endowed with some of the oldest rainforests on Earth. Its vast landscape spans over 120,000 sq kms, with towering mountains and cool highlands, jagged limestone formations and mysterious cave systems, winding rivers and quiet beaches; where adventures are waiting to happen.

Festivals are hosted throughout the year celebrate the eclectic blend of modern and traditional culture, food, music and religious practices that can be found nowhere else.  

Theodore Koumelis

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

• Theodore Koumelis https://www.traveldailynews.asia/author/theodore-koumelis/ Celebrate Visakha Bucha Day and Thailand's rich cultural festivals in May 2024
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• Theodore Koumelis https://www.traveldailynews.asia/author/theodore-koumelis/ CF-Hotels initiative reiterates TAT’s push towards sustainable tourism
• Theodore Koumelis https://www.traveldailynews.asia/author/theodore-koumelis/ Explore the vibrant festivals of Madhya Pradesh: A cultural journey

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THE SARAWAK TOURISM FEDERATION (STF)

STA (Sarawak Tourist Association), founded in 1964, was reorganized in 2004 to become STF (Sarawak Tourism Federation); membership to STA was open to individuals while STF comprises mainly of tourism-related associations.

The STF is a non-profit organization with the aim to collaborate and walk alongside the Ministry of Tourism, Creative Industry and Performing Arts Sarawak and other tourism-related state agencies such as the Sarawak Tourism Board and the Business Events Sarawak (Sarawak Convention Bureau).

Under the STF, private sector tourism stakeholders come together under one ‘umbrella’ to have a stronger and united voice to help further develop the tourism industry in Sarawak. Collectively, the STF has over 100 years of experience in the tourism industry.

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OUR OBJECTIVES

As a bigger entity, the STF provides a platform for the tourism industry throughout Sarawak to:

1. Have representation and a unified voice;

2. Provide input to both state and federal governments on tourism matters;

3. Help to promote tourism in Sarawak; and

4. Safeguard the interest of tourism practitioners

COMPONENT MEMBER (AFFILIATE MEMBERS)

COMPONENT MEMBER (ASSOCIATE MEMBERS)

1. Borneo Convention Centre Kuching 2. Borneo Medical Centre Kuching 3. Swinburne University of Technology Sarawak Campus 4. UCSI University Kuching Campus 5. Timberland Medical Centre 6. Normah Medical Specialist Centre (Medical Specialist Centre) 7. SEGi College Sarawak 8. KPJ Kuching Specialist Hospital 9. Pusat Pembangunan Kemahiran Sarawak (PPKS) / i-Cats University College

THE BOARD OF MANAGEMENT

Mdm. Audry Wan Ullok (MAH)

Hon. Secretary General

• Mr. Chua Jun Chuan (ASIA)

Asst. Hon. Secretary General

• Mr. Micheal Chai Kim Chuan (SAS)

Mr. Philip Yong (ASIA)

Hon. Treasurer General

Mr. Eugene Hu Chee Jen (SRA)

Asst. Hon. Treasurer

Mr. Edwin Lim

Board Members

• Mr. Oscar Choo (MATTA)
• Ms. Mok Venia (MATTA)
• Mdm. Bulau Liau (ASIA)
• Mr. Lucas Yong (SRA)
• Mr. Gerald Goh (SHASA)
• Mdm. Winnie Wong (SHASA)
• Mr. Awang Saifeluddin (SBE)
• Mr. Albert Lai (SBE)
• Mr. Peter Bong (SkTGA)
• Datin Dona Drury Wee (CHASS)
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Local Boutique, Batique Sdn. Bhd. works with UITM to Create ‘Sarawak Ethos-themed’, Batik Collection.

Kuala Lumpur, 8th September 2019 – ‘Sarawak Ethos’, the latest initiative by the Sarawak Tourism Board (‘STB’) in collaboration with Old Kuching Smart Heritage (‘OKSHE’), was showcased at the 16th Piala Seri Endon (PSE) Competition Finals, held at Kuala Lumpur Convention Centre today. The showcase revealed a range of Sarawak-inspired batik collection to boost visibility of the Sarawak ‘brand’, encapsulating various aspects of Sarawak in the design.

KUCHING – Sarawak’s headliner tourism attraction, the Rainforest World Music Festival (RWMF) has proven that it is more than just a music festival if this year’s sell-out crowd is anything to go by. A capacity crowd of 23,650 from all parts of the world attended the three-day festival.

This year’s edition of the RWMF was artfully arranged with a seamless and flawless sequence of the nightly concerts. The 2019 line up featured 30 bands and over 200 performers. From the Chilean island of Rapa Nui in the South Eastern Pacific Ocean saw Ballet Folcloric De Chile Bafochi in the earlier evening slots each day of the festival on the Jungle Stage and showcased spectacular costumes and sensual dance moves. From the South West Pacific Ocean, Wai from New Zealand gave mesmerizing performances at the Theatre Stage and at the mini sessions throughout the three-day festival.

Sarawak – More to Discover

The Sarawak Tourism Board is pleased to announce that the logo for the Visit Sarawak Campaign (VSC) has been officially launched in a series of campaigns held in Kuala Lumpur on October 16 and in Singapore on October 18.

Another launch will take place in London on November 6 and in Shenshen China in Mid December.

The campaign’s logo is vibrant yet simple, featuring notable designs  like the vine-like embellishment in the ‘S’, much like motives frequently used in the Orang Ulu crafts, the swirl in the ‘A’s as often seen in the Dayak ‘bunga terung’ design, as well as the hornbill in the centre of the logo, depicting Sarawak as ‘the Land of the Hornbill’. The various colours also hold various meaning, which can be read here.

The tagline ‘More to Discover’ expands on Sarawak’s existing brand for Culture, Adventure and Nature, Food and Festivals, encouraging visitors to go beyond what one usually expects from Sarawak; to venture off the beaten path and discover lesser known food and festivals, and to journey into Sarawak’s interior.

A promotional video is also available, resenting the journey visitors’ take when discovering Sarawak and the self-discovery that happens along the way. Watch the video here .

To find out more about what Sarawak has to offer, visit the landing page for the campaign here .

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STB unveils new logo, launches ’Gateway to Borneo’ campaign at Matta Fair

ing (centre) at the launch of the ‘Gateway to Borneo’ tourism campaign.

KUCHING (March 25): Sarawak’s showcase of ‘Gateway to Borneo’ campaign at the 54th Malaysian Association of Tour and Travel Agents (Matta) Fair in Kuala Lumpur has positioned the state as the leading gateway to Borneo – bridging Kalimantan, Sabah and Brunei.

Sarawak Tourism Board (STB) said the state’s participation in the Matta Fair that ran from March 22 to 24 at the Malaysia International Trade and Exhibition Centre signified its efforts to rejuvenate its brand with latest innovations.

The launch at the fair was an introduction to Sarawak Tourism’s new direction with ‘Gateway to Borneo’ and the refreshed ‘Sarawak More to Discover’ logo, following the initial launch at ITB Berlin – the world’s largest tourism trade fair.

“With the launch of this campaign, Sarawak seeks to enhance its appeal as a top-tier tourism destination, inviting travellers to embark on a voyage of exploration and inspiration.

“STB had set ambitious targets for this year, aiming to welcome two million domestic visitors, constituting 50 per cent of the total projected visitor arrivals,” said STB in a press release yesterday.

The focus, it added, was to provide comprehensive information on Sarawak’s diverse tourism offerings, to promote and facilitate the sale of Sarawak’s travel packages from esteemed industry partners, as well as to strengthen networks between Peninsular Malaysian tour operators and Sarawak tourism for future collaborations.

“Sarawak Tourism had set to create an immersive experience for attendees at the Matta Fair KL 2024, offering a glimpse into the captivating allure of the region through the ‘Gateway to Borneo’ campaign,” it said.

Deputy Minister for Tourism, Creative Industry and Performing Arts Datuk Sebastian Ting, when met at the launching of the fair, said the Sarawak pavilion was part of STB’s ongoing efforts to amplify and give prominence to its communications and advertising strategies.

“Our pavilion signifies more than just a physical presence; it symbolises Sarawak’s unwavering commitment to showcase an immersive experience of the richness of our culture, the diversity of our landscapes, and the warmth of our hospitality,” said Ting.

“We are optimistic that our continued efforts will propel Sarawak towards achieving our target of welcoming four million visitors worldwide in 2024.

“Our effort in 2023 helped to contribute a significant increase in arrivals from Malaysia and the neighbouring countries, totalling over 1,770,000 domestic visitors and over 1,800,000 from Indonesia and Brunei – marking a remarkable 43 per cent increase domestically and a staggering 182 per cent increase regionally compared to 2022,” he disclosed.

At the heart of this campaign, the revitalised ‘Sarawak More to Discover’ (SMTD) destination logo was unveiled.

Designed to encapsulate the region’s rich tapestry of culture, adventure, nature, food and festivals (CANFF), the STMD logo serves as a visual ode to Sarawak’s pristine rainforests, coastal waters and the kaleidoscope of ethnicities that call it home.

Within its design, the majestic silhouette of the Rhinoceros hornbill stands tall, an iconic symbol synonymous with Sarawak’s cherished moniker, ‘Land of the Hornbills’.

The event that concluded yesterday was enlivened with the captivating ‘sape’ and cultural performances, alongside handicraft demonstrations of basket weaving and temporary tattoo demonstrations by the local artisans.

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Abd Karim unveils ‘Visit Sarawak Campaign’ logo

KUALA LUMPUR: Minister of Tourism, Arts, Culture, Youth and Sports Datuk Abdul Karim Rahman Hamzah unveiled the ‘Visit Sarawak Campaign’ logo as a precursor to its official launch in December at an industry event here yesterday.

The ‘Visit Sarawak’ logo will be the anchor emblem for the ‘Visit Sarawak’ campaign.

Designed to connote fun and friendliness, the multi-coloured logo spelling out Sarawak with the tagline, ‘more to discover’, represents the aspirations of the campaign.

Read more at Borneo Post.

Updated October 17, 2018.

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