Kuala Lumpur City Hall has unveiled a new
destination brand for the city yesterday, as well as committing to between two
million ringgit (US$512 thousand) and three million ringgit in funds on
advertising to promote the brand in Malaysia first, before going global.
Titled Kuala Lumpur a City of Contracts
and Diversity, the branding seeks to represent the diverse populace,
architecture, cuisine, accommodation and shopping options that can be found in
the capital of Malaysia.
“The branding exercise will help expand our
marketing capabilities with promotional campaigns and eye-catching logos to set
Kuala Lumpur as the region’s forefront destination for business and leisure,”
said Mohd Amin Nordin Abdul Aziz, mayor, Kuala Lumpur City Hall.
He added: “By successfully branding Kuala
Lumpur, we will be able to stimulate an increase in tourism, investment, job
opportunities, business development and events hosting.”
According to Amin, the campaign hopes to
boost three key indicators – visitor arrivals, average spend per night and
average length of stay.
In the government's Kuala Lumpur Tourism
Masterplan 2015-2025, targets are for Kuala Lumpur to reach 16 million foreign
arrivals and to generate 79 billion ringgit in receipts by 2025. This
translates to about five to six per cent annual growth.
Branding
of the city is also in line with the masterplan which had prescribed that to
position Kuala Lumpur competitively, it needed to have a distinctive brand.
-TTG Asia.
The first Gawai Dayak festival was held in 1965 after several years of renewed cultural pride within the oppressed Dayak community.
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