Spotlighting Sabah on the World Stage

The Brief

Raise awareness of Sabah Tourism Board’s (STB) participation at World Travel Market (WTM) London 2025 and spotlight the destination’s newest tourism initiatives, maximising visibility, engagement and presence for STB within the UK market through an integrated communications and media relations campaign.

Our Strategy

We delivered a fully integrated WTM activation built around three pillars: targeted media engagement, on-stand outreach and high-impact content capture. Activity included a pre-event press release positioning Sabah’s new airline partnerships, hospitality investments and eco-tourism developments, alongside coordinated one-to-one and group interviews for CEO Mr Julinus Jeffery Jimit. A dedicated PRM team supported the CEO throughout every engagement with comprehensive briefings and on-the-ground logistics, ensuring he was confident, well-prepared and fully supported.

To drive footfall to the stand, we ran proactive outreach to UK travel, trade and consumer media, supported by a branded EDM invitation to registered WTM media attendees. Professional photographer Anett Posalaki was commissioned to deliver full-day event coverage, including same-day selects and a full event album.

The Results

• 483.3M+ total reach across UK and international media
• £179.4K+ estimated AVE / PR value
• 7 media interviews and meetings secured for CEO Mr Jimit, exceeding original target by 130%+
• 27 additional media visitors secured to the Sabah stand through proactive outreach
• 1 pre-event press release distributed, achieving 204.38K in direct coverage reach
• 1 full event album delivered, with same-day highlights for media and partners
• Sabah firmly positioned within key UK industry conversations and trade media at WTM 2025