New Penang campaign reels MICE buyers in with authentic experiences

THE newly formed Penang Convention & Exhibition Bureau (PCEB) has launched a three-year brand campaign known as Experiences Unfiltered, to make Penang the top-of-mind destination for meetings and incentives.

PCEB CEO, Ashwin Gunasekeran, explained: “It is meant to add value to a meeting or incentive by drawing on the island’s uniquely rich heritage, local gastronomy, multiracial cultures and festivals, vibrant music and arts scene, and fusion of old and new buildings (that make for) unique venues.

“For organisers who wish to sample the real or raw Penang, we will put them in touch with local product owners and help them design a uniquely Penang experience.”

Ashwin said one such experience could be a Penang Teochew Opera performance at the Khoo Kongsi grand clanhouse, or a gala dinner in the same venue where guests would be served traditional Malay cuisine.

Offering another example, he said an authentic South Indian lunch served on a banana leaf could be arranged for delegates in Little India.

Emphasising that the experiences will be customised to the needs of the organiser, Ashwin said: “PCEB designs programmes that capture the best of Penang’s wealth and authentic experiences, ensuring MICE delegates an experience of a lifetime.”

To build awareness of the new campaign and showcase Penang’s attractions, a cycling adventure race through the UNESCO World Heritage site of George Town will be held on May 30.

PCEB’s inhouse publications, Destination Experience Brochure and Penang MICE Guide 2016–2017, will support the new campaign, while a social media blitz using Facebook, YouTube and Instagram will soon follow, using #ExperienceUnfiltered and #PenangUnfiltered tags to align with the brand messaging.

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