Minister of Tourism Datuk Amar Abang Haji Abdul Rahman Zohari bin Tun Abang Haji Openg launched the re-imaging of Sarawak at the Old Courthouse in the city centre today.

The re-imaging process was conceptualized and created by Integrated Strategic Communications, the creative agency of the Sarawak Tourism Board (STB), and the printed version struck gold at the prestigious Das Goldene Stadttor (Golden City Gate) international film and media competition in the Print Campaign Category defeating more established locations such as New Zealand in the process.

Sarawak Tourism’s ‘Where Adventure Lives’ re-imaging is showing great signs of success despite only being at it’s first phase with foreign tourist arrivals jumping to up 16% this year.

Statistics also show that the figure is on a rising trend as STB records show that the double digit figures keep increasing monthly this year if compared to last year.

In his speech, Abang Zohari said that STB has done a remarkable job in promoting Sarawak with tourist figures recording double digit growth despite connectivity problems last year.

He added that the connectivity problem is set to be resolved in the near future while stating that Prime Minister Datuk Seri Najib Razak has agreed to extend MASWings flights beyond Sarawak.

In a short presentation afterwards, representatives from Integrated Strategic Communications said that the re-imaging of Sarawak must make the Sarawakian people proud, while at the same time luring foreign tourist into Sarawak as they showed a glimpse of a TV commercial to promote Sarawak.

They were also quoted as saying “If adventure had a home, it would be Sarawak”.

The event also marked the launch of STB’s revamped website, which is now more dynamic and comprehensive than before.

Photo above shows models from the Asian Fashion Week checking out the award winning print images from the re-imaging exercise. Photo credit to Mark Justin.