The Iskandar Malaysia brand was officially launched by the Prime Minister of Malaysia in early April 2008. With its unique logo that symbolises elements of Johor and its offerings creates an identity that would be easily recognisable by the public. The logo and its associated value proposition is now represented in all promotional material in various mediums, collaterals and formats.
At the end of 2008, IRDA appointed an independent branding consultant to conduct a brand audit where it was established that the Iskandar Malaysia’s brand positioning has propagated successfully in the market place and recognised by the intended target audience. More adaptation and continuous effort would be required to ensure the proposition messages are reinforced and a wider audience group is reached.
IRDA continued with its concerted international promotional campaign to build the Iskandar Malaysia proposition in 2008 with more active and aggressive print and electronic media activities. Apart from engaging with the local and international media to ensure positive and sustained coverage of the latest developments in Iskandar Malaysia, IRDA also produced special advertising supplements which were featured in Forbes and the International Herald Tribune.
Chief Executive Officer of IRDA was interviewed live by Bloomberg TV in Asia and Europe allowing Iskandar Malaysia to be highlighted to global viewership of over 73 million. Special TV programming which was broadcast on CNBC and Channel News Asia were also developed to highlight the progress of development in Iskandar Malaysia. These half hour specials highlight in depth the various aspects of Iskandar Malaysia and feature interviews with Malaysian national and state level leaders, investors, analysts and non-government organizations. Two specials episodes were produced in 2008, entitled Sustainable Growth and Global Investor. Both episodes were broadcast on international satellite channels such as CNBC Europe, CNBC Asia and Channnel News Asia.
In addition, one minute promotional videos were produced and broadcasted on selected international TV news channels to support IRDA participation in international events and exhibitions such as Cityscape Dubai.
Iskandar Malaysia also features on a globally syndicated TV Business show World Business which has a global reach of 300 million households. World Business is a weekly, half-hour television programme reaching C-Suite executives, senior managers, government officials and leading global opinion formers. Among the global channels that carry World Business include PBS in the USA, CNBC Asia, CNBC Europe and Sky News Business Channel which covers the Oceania region.
In support of the Iskandar Johor Open Golf tournament, IRDA also placed airtime on the program Business of Sport which is featured on 17 leading airlines inflight entertainment reaching 4 million passengers per month on selected airlines including Malaysia Airlines, Singapore Airlines, Qantas and Alitalia.
In addition to promoting Iskandar Malaysia to the business and investment community, efforts were also made to reach out to the local community and to inform the public on Iskandar Malaysia. IRDA officers in collaboration with local community leaders gave face to face briefing to update and inform the community on the latest developments taking shape in Iskandar Malaysia.
Electronic media was also utilised as a communication medium to reach out to the community. This took the form of Special Johor FM radio programs to keep locals informed on current developments and issues. Also as part of IRDA’s efforts to promote a safe and secure Iskandar Malaysia, IRDA collaborated with the Royal Malaysian Police and The Star newspaper in their safe home campaign during the festive and holiday seasons. All homes which participated in the safe home campaign recorded 0% break-ins.
IRDA also participated in many local exhibitions such as career fairs and trade shows. These activities allow for the local community to find out more about business and employment opportunities in Iskandar Malaysia while interacting with IRDA staff.
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Iskandar Malaysia debuts in Cityscape Asia 2008
IRDA participated in its first CityScape Asia exposition which was held in Singapore, between 15th and 17th April, 2008. This was where the new Iskandar Malaysia brand was unveiled to the international community. IRDA collaborated with UEM Land, Danga Bay and Iskandar Investment to set up an Iskandar Malaysia pavilion which attracted significant attention from visitors as well as the media.
WCIT 2008 puts Iskandar Malaysia on the world ICT Map
In May 2008, IRDA teamed up with the Johor State government, TM Berhad, MSC Cyberport Sdn Bhd and UEM Land at the 2008 World Congress on Information Technology.
This was the first time that Malaysia played joint host to the prestigious event and provided the ideal platform to introduce Iskandar Malaysia to the international ICT community.
Dubai 2008
Cityscape Dubai is the regions premier networking exhibition and conference focusing on all aspects of the property and metropolis development cycle. The event attracts regional and international investors, property developers, government and development authorities, leading architects, designers, consultants and all other professionals involved in the property industry. Although this was the first time Iskandar Malaysia was featured in Cityscape Dubai, it generated significant interest from the media as well as the investment community. More than RM 200 million in Iskandar Malaysia real estate transactions were conducted.
The exhibition and conference was held over a four-day period from 6 to 9 October 08. A collaborated activity, the Iskandar Malaysia booth housed four organisations namely IRDA, UEM Land, Danga Bay and Iskandar Investment. IRDA was among over 400 exhibitors from all over the world that participated in Cityscape Dubai.
Following up from the success of the 1st Iskandar Johor Open (IJO) in 2007, the Iskandar Johor Open 2008, presented by IRDA and Nusajaya was held at the Royal Johor Country Club from 30 October 2008 to 2 November 2008.
The star player for the event was Retief Goosen from South Africa. Other players of note included Niclas Fasth from Sweden, Thongchai Jaidee and Thaworn Wiratchant from Thailand, local Malaysian talents Airil Rizman and Ben Leong as well as Defending Champion Artemio Murakami from the Philippines.
Key benefit of organising the IJO 2008 was the extensive television coverage on all 4 days of the tournament with 4 hours of live coverage across 5 regions which totaled 299 hours of live international coverage on the satellite channel ESPN.
After 4 gruelling days, Retief Goosen emerged from the pack as winner of the second edition of this tournament.
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