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
AV
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YEARS
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