NUR IZZAH AHMAD SHUKRI ADVERTISING DESIGN PROJECT OCTOBER

Transcription

1 NUR IZZAH AHMAD SHUKRI ADVERTISING DESIGN PROJECT OCTOBER

2 CHAPTER 1: INTRODUCTION

3 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.

4 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

5 CHAPTER 2: PRODUCT

6 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

7 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.

8 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

9 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

10 AVERAGE NUMBER OF VISITORS TO MUSEUMS 2.5 Museum Lifecycle LIFE CYCLE FOR SARAWAK CULTURAL VILLAGE O P E N I N G 1990S 2000S NOW YEARS 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.

11 CHAPTER 3: COMPANY

12 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.

13 CHAPTER 4: CONSUMER AND STAKEHOLDERS

14 CHAPTER 4: CONSUMER AND STAKEHOLDERS 4.1 Consumer Characteristics Consumers Age: 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 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

15 CHAPTER 5: INDUSTRY AND THE MARKET PLACE

16 CHAPTER 5: INDUSTRY AND THE MARKETPLACE 5.1 The Industry Tourism 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.

17 CHAPTER 6: COMPETITIVE SITUATION

18 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

19 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

20 CHAPTER 7: RESEARCH

21 CHAPTER 7: RESEARCH 7.1 Online Survey 1. What is your age? 2.What is your gender?

22 3. Have you ever visited a museum before? 4. How often do you visit a museum?

23 5.What influenced or would influence you to visit one? 6. Who do you or would you bring along to the museum?

24 7. Have you heard of Sarawak Cultural Village? 8. Would you want to visit Sarawak Cultural Village?

25 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

26 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?

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

28 CHAPTER 8: SWOT ANALYSIS

29 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

30 CHAPTER 9: STRATEGIC TARGET AUDIENCE

31 CHAPTER 9: STRATEGIC TARGET AUDIENCE 9.1 Proposed Primary Target Audience Age: 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

32 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.

33 CHAPTER 12: APPENDICES

34 Survey