STB wins award for re-imaging campaign


KUCHING: The Sarawak Tourism Board (STB) has won the 2012 Hospitality Sales and Marketing Association International (HSMAI) Silver Adrian Award for its Re-imaging campaign.

In a press statement released from New York in the United States, STB said out of 1,100 entries submitted, its entry was judged to be exceptional by expert hospitality, travel, tourism and media professionals.

“This is definitely a great start to the New Year and it is another big endorsement to our efforts to further promote Sarawak in the global tourism arena,” said STB chief executive officer Datuk Rashid Khan.

“This is the second international award received by the board for its re-imaging campaign. Last year we won the gold prize at the prestigious Golden Gate Award at the ITB Berlin travel show.”

The 2012 HSMAI award winners were honoured on Monday (Jan 28) at the Adrian Awards Dinner Reception and Gala in New York, where STB Corporate Communications director Angelina Bateman represented the board.

The print campaign was conceptualised and created by Integrated Strategic Communications – STB’s creative agency.

Adrian Awards honour outstanding achievements in advertising, public relations and digital marketing in the travel industry.

It is presented by HSMAI – an international organisation of sales and marketing professionals representing all segments of hospitality, travel and tourism.

Arising from this re-imaging campaign, STB saw over 4.069 million tourists visit the state last year – a 9 per cent increase in arrivals compared to the previous year, with foreign arrivals growing by 12.4 per cent.

“We will strive harder and endeavour to perform even better this year,” added Rashid.