NUR IZZAH AHMAD SHUKRI 1122702371 ADVERTISING DESIGN PROJECT 1 … · 2018-01-26 · Melanau Tallhouse 6. Malay House 7. Penan Hut 8. Pena Nature Trail Attractions 1. Rainforest Music

NUR IZZAH AHMAD SHUKRI

1122702371

ADVERTISING DESIGN PROJECT 1

2017 OCTOBER

CHAPTER 1:

INTRODUCTION

CHAPTER 1: INTRODUCTION

1.1 Introduction

Sarawak Cultural village is one of the two “Living Museum” found in East

Malaysia and is located at the foothill of Mount Santubong approximately 35

kilometres from Kuching. It is an open-air museum that is placed on a 170acre site

filled with replica buildings based on the different ethnics that can be found in

Sarawak. It also doubles as a venue for internationally renowned festivals such as

the World Harvest Festival and the Rainforest World Music Festival.

Upholding their “Explore Sarawak in Half a Day” slogan, Sarawak Cultural

Village has brilliantly combined tradition, history, lifestyle and architecture with

education and theatre to bring unique multi-cultural extravaganza to life all under one

roof. They have made it possible for visitors to see Sarawak’s ethnic diversity at a

glance.

There are seven unique traditional houses spread around the museum ground

which guests can enjoy visiting; Bidayuh Longhouse, Iban Longhouse, Orang Ulu

Longhouse, Chinese Farmhouse, Melanau Tall House, Malay House and Penan Hut.

Visitors can also enjoy a nature trail and try their hands at some of Sarawak’s

traditional instruments and hunting techniques.

1.2 Problem Statement and Issues

Young adults have a poor perception towards Sarawak Cultural Village.

They do not see the museum as a a place they wish to visit and prefer to spend their

time at a more social location such as malls or arcades. Their results in them not

knowing the beauty which Sarawak’s ethnics has.

1.3 Objective and Aims

Objectives:

• Create awareness about Sarawak’s Cultural history and its beauty

• Boost ticket sales

• Better bring out Sarawak Cultural Village’s name to the public

Aims:

• Change young adults’ perception towards museum and culture

• Expand their knowledge on Sarawak and its culture

• Show them the beauty if Sarawak

CHAPTER 2:

PRODUCT

CHAPTER 2: PRODUCT

2.1 Museum Name

Sarawak Cultural Village

2.2 History of the Museum

In 1960 the tourism industry entered Sarawak and with that came a flood of

tourist whom decided to explore the land a little bit more. In between that a few

intrepid adventurers took the chance to veer off a beater road which lead them to

stumble upon some of Borneo’s houses. They found the houses to be irresistible and

unique but came across a problem; how to visit all the houses within a week without

having to go through all the mountains and jungles?

A suggestion came up in which to build a “model” village of all the longhouses

and other ethnic’s homes within easy reach of Kuching but the idea eventually died

down. In 1970, there was a cultural performance in a ‘langkau’ in the Museum

Gardens which became a success and reactivated the idea. Unfortunately, they

across other dilemma; finding a suitable location for such a big idea.

Once they found the perfect spot, Sarawak Cultural Village took shape and by

mid-1989 a house warming ceremony was held. The dream of a few tourist has

finally become a dream.

2.3 Product Characteristic

1. Ticket prices

Entrance only

Validity: One day

Adult: RM50

Child: 25

Entrance + Lunch ( Sarawak Ethnic food)

Validity: One day

Adult: RM75

Child: RM40

Entrance only

Validity: 30 days

Adult: RM60

Child RM30

Entrance + Lunch

Validity: 30 days

Adult:RM85

Child: RM50

2. Cultural Show

Visitors can enjoy Sarawak Cultural Village’s (SCV) award-winning musicians

and dancers present their famous multi-cultural performances with spectacular

costumes and dance routines. It provided comers an introduction to Sarawak’s

ethnic groups and cultures in an entertaining and enjoyable form.

3. Sculpture Park

A modern stone Sculpture park in the middle of SCV where the native stones

of Damai were given a new life by the skilful hands of a group of international and

local sculptors whom transformed them into works of art.

4. Road Show

An on the road show by the Sarawak Cultural Village artistes where the

performance team transform any event or occasion anywhere into an unforgettable

spectacular multi-cultural Bonanza.

5. Handicraft Shop

Retail outlet that offers a wide range of Sarawakian handicraft, books, gifts

and souvenirs.

2.4 Museum Content/Section

Ethnic Houses

1. Bidayuh Longhouse

2. Iban Longhouse

3. Orang UluLonghouse

4. Chinese Farmhouse

5. Melanau Tallhouse

6. Malay House

7. Penan Hut

8. Pena Nature Trail

Attractions

1. Rainforest Music House

2. Persada Alam

3. Persada Ilmu

Events

1. Rainforest World Music Festival

2. World Harvest Festival

3. Sarawak Cultural Village New Year Celebration

Products:

1. Cultural Show

2. Sculpture Park

3. Road Show

4. Handicraft Shop

5. Restaurant Budaya

6. Traditional Herbal Plant

7. Sarawak Ethnic Headgears

8. Annual Event

9. Theme Party

10. Marriage Ceremony

11. Beauty and Class in Sarawak Bead

12. Tuku Kame

2.5 Museum Lifecycle

2.6 Unique Selling Proposition

Sarawak Cultural Village is made up of model houses based on the different

ethnics that can be found all over Sarawak. The living museum has an open-air

concept that spreads across 17-acre with various activities that visitors can try out

and performances for them to see.

2.7 Positioning Statement

Sarawak Cultural Village is a life museum for all those who wishes to learn

about Sarawak’s unique diverse ethnicity in a day and have the ultimate experience.

O P E N I N G 1 9 9 0 S 2 0 0 0 S N O W

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LIFE CYCLE FOR SARAWAK CULTURAL VILLAGE

CHAPTER 3:

COMPANY

CHAPTER 3: COMPANY

3.1 Company Overview

Sarawak Economic Development Corporation (SEDC) is a catalyst for

promoting economic development for the State of Sarawak. Examples of

economic activities are agriculture and food industry, tourism and leisure,

property, mineral and mining and road and infrastructure. It is a government

agency that operates on a commercial basis with support from the

government and other government agencies, they welcome business

investments proposal; both locally and abroad.

CHAPTER 4:

CONSUMER AND

STAKEHOLDERS

CHAPTER 4: CONSUMER AND STAKEHOLDERS

4.1 Consumer Characteristics

4.1.1 Consumers

Age: 18-25 years old

Gender: Female & Male

Education: SPM and above

Occupations: Students, White-Collared workers

Income: RM1500 – RM3000

Allowance: RM500

Race & Ethnicity: All races

Geographical Location: Urban Area

4.1.2 Psychographics

Perception:

Doesn’t see museum as a place they wish to visit.

Learning:

Recommended by family and friends, promotions, digital and social influence

Motivation & Needs:

Desire to spend time with their friends

Wants to do a social activity

Attitude & Personality:

Social, outgoing and has a positive outlook on life

Lifestyle: Modern, active

CHAPTER 5:

INDUSTRY AND THE

MARKET PLACE

CHAPTER 5: INDUSTRY AND THE MARKETPLACE

5.1 The Industry

Tourism

5.1.1 Shape and Development of the Industry

The number of visitors both local and international has increased over the

years with 1992 having 1, 665,701 visitors and 2015 having 5,517, 179 visitors.

Sarawak Tourism website will give suggestions of the best spots to got to all over

Sarawak. There are 10 national parks and several festivals such as the Borneo Jazz

Festival, Rainforest World Music Festival and the Kaul Festival.

5.2 The Marketplace

Sarawak has established their name on the Malaysian map with West

Malaysia, Sabah and Brunei being Sarawak’s highest competitors. Advertising and

social media play a huge role in helping Sarawak’s tourism industry grow in the

market. Job opportunities are also huge factors. Expat bring their families and

spread Sarawak’s name to their families back home.

5.3 Changes in Marketplace

Travelling has been made easier by low-cost flights and there are better

transports and infrastructure facilities. This also creates competitions between

Sarawak and neighboring countries.

CHAPTER 6:

COMPETITIVE SITUATION

CHAPTER 6: COMPETITIVE SITUATION

6.1 Direct Competitors

Muzium Negara

▪ In the heart of KL – easy-access

▪ Built in style of a Malay palace

▪ Malaysia’s rich cultural and historical heritage

▪ Has collections, exhibitions, research publications, educational and public

programmed.

▪ USP: Exhibits items from different eras and kingdoms

Cheng Ho’s Cultural Museum

▪ Located in the old part of Melaka

▪ Showcase many evidence of cultural exchange between local ethnic and the

Chinese.

▪ USP: It’s a restructured ancient building with Ming architecture, with two to

three hundred years of history

6.2 Indirect Competitors

Cat Museum

▪ Has exhibits, photos, feline art and cat souvenirs. Over 4,000 of them.

▪ Paintings and memorials related to cats

▪ Spread over four galleries

▪ USP: All things feline

Sarawak Art Museum

▪ Built after the war

▪ Used as reading rooms and libraries throughout the State

▪ USP: Bring in art works done by the Sarawak Art Club and used for social

gathering

CHAPTER 7:

RESEARCH

CHAPTER 7: RESEARCH

7.1 Online Survey

1. What is your age?

2.What is your gender?

3. Have you ever visited a museum before?

4. How often do you visit a museum?

5.What influenced or would influence you to visit one?

6. Who do you or would you bring along to the museum?

7. Have you heard of Sarawak Cultural Village?

8. Would you want to visit Sarawak Cultural Village?

9. Sarawak Cultural Village is a life-museum. Definition: An open-air museum

that exhibits collections of buildings and artifacts out-of-doors. Would that

effect your decision when deciding to visit it and why?

Because of Sarawak’s unique culture

Because that looks refreshing

I prefer indoor

I would like to visit as I’m curious how an open-air museum will be

Nice

No

No because I have visited a museum just like this in Sabah and it is a very

relaxing museum visit

No

No. For me life-museum sounds interesting

No. It shows what actually happened before

No, I’d still go

Nope if this place is not rain

Nope, it wouldn’t affect my decision. It’s still a museum after all to

showcase

Not really since something is different than what we dealt with in our daily

lives

SarawakCulturalVillage gives real experience on Sarawak house, instead

of using small miniature. Unique.

Sounds very interesting

That would be interesting for a museum that is very open and mostly

museums are closed and protected

The feels would be different

What are out-of-doors artifacts? Why not just call it buildings and outdoor

artifacts? Yes, this would change my decision

Yes, because it is unique and I never been there before

Yes because of its traditional purposes

Yes, it will. Its unique and I’d like to see how Sarawakians live

Yes, as the nature it allows one to be immersed in the exhibits, as opposed

to if they were merely static pictures on display

Yes, because I never been there before

Yes. Cause I get to experience the culture

Yes, I’d love to experience the art and value them based on my

understanding

Yes, because I can see the display closer

Yes, because I am interested to see the activities they have there

Yes, it will be something different and interesting to visit

Yes. It’s an interesting way to see the exhibitions rather than a standard

indoor museum

Yes. It’s a good effect and I’d like to go

Yup. The building and the artifacts is something that we rarely knows these

days. Moreover, young generation nowadays

Ah yes.

10. Have you ever visited Sarawak before?

11. Sarawak Cultural Village would be a good enough reason to visit it. Do you

agree?

CHAPTER 8:

SWOT ANALYSIS

CHAPTER 8: SWOT ANALYSIS

STRENGTH:

▪ It’s a live museum

▪ Affordable ticket prices for adults

▪ Wide range of activities to do

▪ Has many unique performances by professional artiste

▪ The website has plenty of information for those who wants to know more

about SCV

WEAKNESS:

▪ A distance away from the city of Kuching

▪ Lack of advertising of the museum

▪ Lack social media handles

OPPORTUNITY:

▪ It is the only cultural live museum in Sarawak

▪ With easy access to the internet, visitors can easily find out about the

museum even with lack of promotion

▪ Low-cost flights are available and makes the trip to SCV easier

THREATS:

▪ Malaysians have easier access to other competitor museums because they’re

not in the middle of the jungle

▪ Tourism Malaysia concentrates on other part of Malaysia

CHAPTER 9:

STRATEGIC TARGET

AUDIENCE

CHAPTER 9: STRATEGIC TARGET AUDIENCE

9.1 Proposed Primary Target Audience

Age: 18-25 years old

Gender: Female & Male

Education: SPM and above

Occupations: Students, White-Collared workers

Income: RM1500 – RM3000

Allowance: RM500

Race & Ethnicity: All races

Geographical Location: Urban Area

Perception:

Doesn’t see museum as a place they wish to visit.

Learning:

Recommended by family and friends, promotions, digital and social influence

Motivation & Needs:

Desire to spend time with their friends

Wants to do a social activity

Attitude & Personality:

Social, outgoing and has a positive outlook on life

Lifestyle:

Modern, active

9.2 Proposed Creative Position

Hannah spends a lot of her time out with her friends, she loves to socialize

and being outdoors. She always tries to keep a positive outlook on life and

wishes to do more than just mere dates at the mall with her girlfriends.

Hannah hears the news about the event at the Sarawak Cultural Village.

She gets excited and brings it up to her friends. Convincing them that getting

away from the city and sleeping under the stars would be a great change of

pace.

CHAPTER 12:

APPENDICES

Survey