Forging a new brand identity, MTPB is set to trap the lucrative MICE market, introducing several packages and promotions targeted at the corporate sector, reveals Bhupesh Kumar, manager marketing, Malaysia Tourism Promotion Board (MTPB) as he talks about his future plans to Jyoti Koul

Why has MTPB moved focus to the MICE market and what are your plans to woo this segment in India?
MICE, today is the fastest growing outbound travel segment in India, naturally assuming our focus also in year 2003. We started promoting this segment during 2001 and 2002, though not very aggressively, and witnessed large movements from big corporate houses, such as Amway, Ranbaxy, Atlas and Raymonds to name a few. This convinced us of the growing popularity of Malaysia as a MICE destination and the enormous potential of this travel segment. Since we already have the required infrastructure in place to address the needs of big conventions this was the natural ascent.

When are you planning to kick off the campaign in the country officially? Do you have a separate budget set aside for the same?
We are planning to launch the campaign in the first quarter of 2003. The endorsements will be concurrent to our regular promotional exercise as we want to cater to both the MICE and leisure segments of travel. Although we have not allocated a separate budget for this exercise, we certainly have a higher grant with respect to our conventional promotional budget laying greater stress on MICE in 2003.

Are you planning to hold any special workshops for corporate heads to offer them an insight into the new brand identity?
Yes, we would be conducting workshops and presentations for the corporate sector. Tourism Malaysia’s offices located in various metros in the country will organise workshops targeting potential corporate houses showcasing the Malaysia as an ideal MICE destination. Our sales missions, which are conducted on a regular basis, will aggressively promote MICE products. Agents specialising on MICE, ground handlers, hotels and promoters of convention centres will join us during the sales mission to elaborate on the state-of-the-art MICE facilities in Malaysia offering value for money, infrastructure and fantastic locales.

Are you planning any familiarisation trips for corporate heads and travel managers to Malaysia for this purpose?
We will positively be sending corporate heads and travel managers of large outfits to Malaysia in the due course of time, to get a first hand feel of the MICE facilities. We will aggressively push this segment this year. However, we will be selective in choosing corporate houses based on their potential and keenness to actually check out and promote the new facilities that are on offer. The familiarisation tours will also include professional MICE handlers who have been supportive in the past.

Could you throw light on the MICE facilities offered by Malaysia?
The list is exhaustive. The variety of locations from ultra modern cities to beaches, rain forests and historic towns are our strengths. Research has proved that the best chances for a successful, stress-free convention, exhibition or meeting are when the locales are exotic offering a completely new experience to the visiting delegates. Besides, our world class infrastructure and excellent services are the perfect components conducive for conducting any MICE event successfully. The various convention centres in Malaysia cater to international conferences and conventions all through the year catering to thousands of participants for each convention. Coupled with our hospitality and cuisine Malaysia is a winner in this segment.

Are there any special destinations, which you are promoting especially for the MICE segment?
Among the Indian corporates Kuala Lumpur, Penang and Langkawi are the most popular destinations. But Sabah in the island of Borneo is also picking up several incentive groups out of India. This is primarily because corporates are constantly on the look out for exotic locales with world class facilities. We are especially keen to promote Sabah, in a big way this year.

What kind of encouragement are you offering to the agents so that they bring out the tailor-made packages?
We will conduct Familiarisation tours for MICE organisers. We will also help them by providing information and promotional material which is MICE specific and even assist them in creating tailor made incentive packages which are cost effective. We will make sure that our travel partners gain maximum mileage while promoting Malaysia.