Tourism Malaysia has concluded a 15-month agreement with Cleverdis* that is set to bolster the nation’s visibility on a global scale, underpinning partnership status of ITB Berlin 2019.
An agreement signed on Tuesday December 12 at the European headquarters of Tourism Malaysia, between YBhg. Dato’ Sri Abdul Khani Daud, Deputy General Director (Promotion) for Tourism Malaysia and Cleverdis Editor-in-Chief Richard Barnes, will pave the way to greater visibility among the world’s press attending ITB Berlin.
The Official 2019 Partner Country status was agreed in June of this year between the Deputy General Director and the Head of ITB Berlin, David Ruetz, during a meeting in Shanghai on the occasion of ITB China, overseen by YB Dato’ Seri Mohamed Nazri bin Abdul Aziz, Minister of Tourism and Culture for Malaysia.
“Taking the role of Official Partner Country of ITB Berlin is an honour and a great opportunity,” said the Honourable Minister. “And we recognise that with over 6,000 members of the world’s media present at the show, it’s the greatest chance to have the assets of our nation placed under the global spotlight in a way that’s unlike any other; which is why we decided to engage the services of Cleverdis, publishers of ITB Berlin News – the official show daily – to work with us on creating additional media assets.”
ITB Berlin News editor-in-chief, Australian-born Richard Barnes and part of his team will visit a number of internal destinations in Malaysia over a total period of five weeks in 2018 in order to gather information, undertake interviews and portrait reports and create a photo database. From March 2018, rights-free media assets will become available for members of the press. Access will be available via the official ITB Berlin website, as well as via links on the Tourism Malaysia and Cleverdis websites.
Cleverdis, based in the South of France, is also publisher of the quarterly Hotel & Tourism SMARTreport, with corresponding website http://www.hotelandtourismonline.com. The company also works directly with state Ministries and Destination Marketing Organisations (most recently with Atout France and the European Travel Commission), creating custom marketing documents.
Dato’ Sri Abdul Khani Daud stated that the new partnership will be important in assisting the press with their work: “I believe that the impact of our partner country status depends on how we communicate before, during and after the event. In addition to our official press releases, the creation of extra assets that help members of the media create stories in tune with their target audiences will be very important. In this sense, one size does not fit all.”
Cleverdis President, Gérard Lefebvre echoed these sentiments, stating, “We have a team that is renowned today for creating what we term ‘information intelligence’. In other words, in a world where people have access to too much information, we select and channel information, cutting through the noise and enabling people to use it in a fruitful way. With this project, we will provide easy-to-find, easy-to-access and easy-to-use information for journalists the world over.”
The media asset base will come online in March 2018, corresponding with the one-year countdown to ITB Berlin 2019.
PHOTO – TOP OF PAGE: YBhg. Dato’ Sri Abdul Khani Daud, Deputy General Director (Promotion) for Tourism Malaysia and Cleverdis Editor-in-Chief Richard Barnes signing the new agreement, overseen by YB Dato’ Seri Mohamed Nazri bin Abdul Aziz, Minister of Tourism and Culture for Malaysia and senior officials of Tourism Malaysia
* Cleverdis is an international media consulting company supplying decision making tools for professional markets. – http://www.cleverdis.com/