PENANG will be the venue of the 45th International Advertising Association World Congress (IAAWC) in 2024.
It will mark the first occasion the event is held in Southeast Asia.
A legacy since 1938, the IAAWC has been held in cities like New York, London, Paris, Tokyo, Sydney, Beijing, Dubai, and Moscow.
Chief Minister Chow Kon Yeow said the IAAWC’s presence in Penang testifies to how far the state has progressed in cementing its global presence.
“Diversity is very much woven into Penang’s fabric. We have proudly merged and made contemporary our heritage with technological innovations, solidified our reputation as a tourism and investment hub in the Asia Pacific, and have continued to attract established multinational corporations to our shores.
“I am confident that the World Congress, which will see the gathering of experts from the fields of advertising, marketing, the media and its companies, digital and public relations agencies, education, as well as research firms, will stimulate even more opportunities for investment to Penang.
“A crowd of 2,000 participants from 26 countries is expected at this three-day event.
“It is expected to harness RM12.553 million of Estimated Economic Impact (EEI) to Penang, with an estimated RM1.5 million in room fees to be collected throughout the congress,” Chow said in his speech during the Memorandum of Understanding (MoU) signing ceremony between the Penang Tourism and Creative Economy office (Petace) and IAA Malaysia in Komtar today.
Chow said the hosting of the IAA World Congress is in line with the Penang2030 vision of increasing industry engagement initiatives, to broadening the state’s investor base to include other economic and growth sectors, beyond just manufacturing foreign direct investment (FDI).
“The congress aims to develop small, medium, and large enterprises, and entrepreneurs, including youths and women.
“There will also be start-ups of Createch industries with sustainable brands in a Createch Economy. It is also in line with our green state vision – to have sustainable healthy living, environment, welfare, agriculture, blue economy with clean rivers, oceans, and biodiversity.
“The congress also aims to contribute to the education sector to amplify the learning in science & technology and communications in the Createch knowledge economy. It will also highlight Agrotech, Adtech, Biotech, Fintech, Edutech and many sectors that will highly aid our strategies to develop Penang as a high-tech hub,” he said.
Penang Tourism and Creative Economy Committee chairman Yeoh Soon Hin said the arrival of IAAWC is one of the testaments of the state’s efforts in elevating and enhancing its destination appeal.
“The World Congress will see travellers, old and new, arriving in Penang.
“Certainly, much has changed in Penang over the past two years under the weight of Covid-19.
“And so, to maximise the state’s exposure as a host destination, we have curated a multi-faceted landscape, from pastoral and old-world heritage charms to Penang’s standing as a renowned hub for manufacturing and digital technology.
“It delights me seeing a strong comeback of business events in Penang,” he said.
Scheduled to be held from March 6 to 8, 2024, the IAAWC 2024 is jointly co-hosted by IAA Malaysia, Petace and the Penang Convention and Exhibition Bureau (PCEB).
PCEB chief executive officer Ashwin Gunasekeran said the theme ‘Brand ReCode: Createch for Better Lives, Better World’ had been chosen for IAAWC 2024.
“It embodies the challenging times we live in and calls on brands and businesses to fuse creativity and technology for good to create better lives and a better world for all,” he said.
IAA Malaysia president and IAAWC 2024 chairman Prof John Doody Chacko said it took some three to four years of intense effort, against other more globally famous destinations, before IAA Malaysia emerged victorious in the bid to host the World Congress in Penang.
“I would like to stress that the 360-degree magnetism of Penang won the hearts and minds of the IAA Global Board, into deciding that Penang is indeed the most charismatic destination that befits the World Congress,” he said.
He called upon brands, businesses, manufacturers, technology companies, educational institutions, government agencies, and marketing communications entities, among others, to support the event as sponsors, partners, and speakers.
For more details, visit https://iaa.org.my/iaa-world-congress-2024/
Story by Christopher Tan
Pix by Adleena Rahayu Ahmad Radzi
Video by Law Suun Ting