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ICCA 2016 Congress

Brooke the Orang-utan swings his way into IBTM 2015

Theodore Koumelis - 19 November 2015, 00:18

The Borneo Orang-utan Project (BOP), which is the 55th ICCA Congress 2016’s official corporate social responsibility (CSR) programme, will be the main highlight in IBTM 2015 from 17-19 November.


BARCELONA - As host of the 55th International Congress and Convention Association (ICCA) 2016 Congress, the State of Sarawak will be giving delegates to the International Business and Tourism Management (IBTM) 2015 a preview into the Heart of Borneo.

Led by Brooke the Orang-utan, who is the official representative mascot of ICCA Congress 2016, the Malaysian contingent has set out to showcase the wonders of Borneo to over 4,000 delegates in the IBTM 2015.  Over the past one and a half years, the Local Host Committee of the 55th ICCA Congress 2016 worked extensively to develop a marketing and promotional campaign, with the end-in-mind to seed delegate attendance.

The Borneo Orang-utan Project (BOP), which is the 55th ICCA Congress 2016’s official corporate social responsibility (CSR) programme, will be the main highlight in IBTM 2015 from 17-19 November.

Reinforcing the tribal call in the IBTM 2015, Ms. Amelia Roziman, speaking on behalf of the Local Host Committee ICCA 2016 – PR and Marketing said, “Participating in a platform that shares an aligned vision to strengthen the landscape of the business events globally, our first announcement together with ICCA in this gathering will resound tremendously throughout the international arena. We have designed our activities to not only engage with ICCA members and attendees of IBTM 2015, but also to give them a glimpse of the wonders of the State of Sarawak.”

Ms. Roziman, who is also Global Marketing and Communications Director of Sarawak Convention Bureau, believed the BOP programme would be a hit with delegates as it is a once in a lifetime experiential programme.

“For this trip, we are exclusively organising an experiential programme for ICCA members to adopt an orang-utan, named ‘Endu’, for a one-year period. This opportunity will give the guardian an experience to be a parent for an endangered animal. The winner announcement will be done via ICCA’s Facebook, and ICCA will adopt Endu on behalf of the chosen member,” she said.





Photo caption: Ms. Amelia (left) at IBTM promoting ICCA Congress 2016 Kuching with Brooke the Orang-utan & Mr. Noor Ahmad Hamid (Regional Director, ICCA Asia Pacific).

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