PENANG: Advertisements can play a pivotal role in helping to promote the country as a tourist destination, said Information Minister Tan Sri Khalil Yaakob.
As an example, he said, a television advertisement that used Pulau Tioman as the backdrop could also include its name to publicise the resort island.
“In a recent trip to China, I saw how a television commercial incorporated terracotta figures in its scenes,” he said on Saturday after opening Adwave 2003 “Voyage of the Senses,” an annual project conducted by Universiti Sains Malaysia's (USM) final-year Persuasive Communications students from the School of Communication.
Khalil also said the advertising sector could help boost the local movie industry by featuring local artistes in commercials.
On another matter, he commended companies that carried advertisements containing meaningful stories, especially during festive seasons.
“For instance, there was one featured during the last Merdeka Day which told of a brother's sacrifice for his sibling while another one urged sons and daughters to return to their kampung during Hari Raya,” he said.
Also present were USM vice-chancellor Prof Datuk Dzulkifli Abdul Razak, project director Esther Hu Mong Siem, School of Communication dean Dr Mohammed Nordin and Star Publications regional director Datuk Kamal Hashim.
The weeklong project, which will end tomorrow, is aimed at exposing students to the world of advertising and event management.
Prof Dzulkifli said Adwave had proven to be a premier event among students of advertising and had thus placed USM on the map not only at the national level but in the Asean region as well.
The project's main sponsor is Nescafe 3 in 1 while the co-sponsor is B. Braun Medical Industries and the advertising workshop sponsor is the Penang Tourism Industry Committee.
The Star is the official newspaper, Vistana the official hotel and 225 Restaurant the main caterer for the event, supported by the Association of Accredited Advertising Agents Malaysia.
The top three prize winners for the Nescafe 3 in 1 print advertisement competition were Chris Wong, who won RM2,500, Mun Jian Choon (RM2,000) and Wittawat Chaipornkaew (RM1,000).
In the in-store communication competition, where participants must maximise the use of the five senses to give consumers a more engaging Nescafe brand experience, the winning team came from Limkokwing Institute of Creative Technology, bagging RM2,500.
The first and third placings in the corporate communications plan competition, with prizes of RM2,000 and RM1,000 respectively, went to USM while Universiti Malaya won RM1,500 for obtaining the second placing.