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NEW YORK – USA, Wednesday – Sarawak Tourism Board has won the 2012 HSMAI Adrian Awards competition. Out of 1,100 entries submitted, STB’s entry was judged to be exceptional by expert hospitality, travel, tourism and media professionals. At least three judges reviewed each entry, and their average score earned us the title of “Winner” in this year’s competition. The Board won the silver award for our Re-imaging Campaign.

Adrian Awards honors outstanding achievements in advertising, public relations and digital marketing in the travel industry. It is presented by the Hospitality Sales & Marketing Association International (HSMAI), an international organization of sales and marketing professionals representing all segments of hospitality, travel and tourism.

2012 HSMAI Award Winners was honored on January 28, 2013 at the Adrian Awards Dinner Reception & Gala in New York.

Sarawak Tourism Board’s Director of Corporate Communications, Angelina Bateman represented the Board at the award ceremony. The print campaign was conceptualized and created by Integrated Strategic Communications, the creative agency of the Sarawak Tourism Board.

“This is definitely a great start to the New Year and it is another big endorsement to our efforts to further promote Sarawak in the global tourism arena. This is the second international award received by the Board for its reimaging campaign. Last year we won the gold prize at the prestigious Golden Gate Award at ITB Berlin travel show” said the Board’s Chief Executive Officer, Dato’ Rashid Khan.

Arising from this reimaging campaign, the Board also saw a total of 4,069,023 tourists visiting the state in 2012 an impressive 9% increase in arrivals compared to the same period in the previous year. Foreign arrivals alone grew by 12.4%.  “We will strive harder and will endeavor to perform even better this year” reiterated Dato’ Rashid Khan.


Issued by:

Corporate Communications Unit


Date: January 30, 2013