Penang Amazing Race is a new event service developed by Goche Corporation Sdn Bhd (Gochecorp) that aims to add value and encourage participation in the Business Events (BE) sector and will also allow Meetings, Incentives, Conferences, and Events (MICE) tourism groups that visit Malaysia to experience a new and improved method of travel in Penang.
Endorsed by the Penang Convention & Exhibition Bureau (PCEB), the Penang Amazing Race signifies game-changing opportunity and experience in the BE sector.
The event simultaneously promotes Penang as a destination for incentive travel, in complement to PCEB’s brand campaign, “Experiences Unfiltered”, providing participating business tourists with a taste of Penang’s heritage enclave of George Town, whilst gaining appreciation of the many distinct and historical landmarks of Peninsular Malaysia’s oldest British outpost.
PCEB’s 3-year brand campaign “Experiences Unfiltered” is part of the Bureau’s effort in positioning Penang as a preferred destination for business events. The campaign was officially launched at the inaugural Penang Amazing Race event that saw over 60 MICE industry players from all over Malaysia participate.
“We have some of the best and authentic Asian experiences all under one roof. Not only that, we also have some truly unique venues and event spaces that comprise of UNESCO listed heritage sites and buildings, colonial bungalows and hotels, a large Botanical Garden, marinas and piers, and many more. Penang is a truly unique destination, one where guests can experience our rich diversity through our radiant cultures, prized heritage, inspiring architecture, excellent cuisine and much more,” said PCEB CEO Ashwin Gunasekeran.
“Imagine yourself dashing through the heritage streets of Penang, every stop and checkpoint promises you with exciting activities that will make you experience the rich culture that George Town has to offer. From start to finish, each checkpoint is carefully designed to bring the ‘Penang experience’ to you. You get to experience what the locals like, eat what the locals eat, see what the locals see and experience Penang how a local wants you to experience. This experiential race is carefully designed by Penangites with YOU in mind, as a traveller to our lovely island of Penang,” said Gochecorp CEO Eugene Goh.
Penang has long been an international tourist destination and a preferred leisure and medical travel and retirement destination. Since 2000, Penang has also been a preferred destination for business tourism and events in Northern Malaysia. Over the past decade and half, the MICE industry in the state has been steadily growing, spurred by the development of premier infrastructure and quality facilities that are able to support MICE activities of larger scales.
“The MICE industry has proven to be a vital driver for Penang’s economy. The latest figures from the Malaysia Convention & Exhibition Bureau or MyCEB show that the estimated average spending of international business tourists visiting Penang for exhibitions in 2015 was USD3,500. Last year, the estimated national average spending of business tourists was RM7000 per person compared to the individual traveller’s average spending of an estimated RM2000,” said Penang Chief Minister and PCEB Chairperson, YAB Lim Guan Eng.
Following the launch of Experiences Unfiltered, PCEB will be carrying out a social media campaign on Facebook, Twitter and Instagram using #ExperienceUnfiltered and #PenangUnfiltered tags to align with the brand messaging.