The “Eternal Chinese Cultural Night 2017” (CCN 2017) event by Universiti Tunku Abdul Rahman’s (UTAR) Chinese Language Society (CLS) won the GRADUAN Paper Plane Award’s (PPA) “Creative Marketing Project Award” at Wisma Hua Zhong, Seri Kembangan, Selangor on 18 May 2019.
A biennial award event by youth-based NGO Malaysian Young Graduates Association (GRADUAN), PPA appraises outstanding university clubs and societies as well as undergraduate-led events across the nation.
“Joining PPA was a unanimous decision among the CCN 2017 committee members because each sub-committee had put in so much effort in making the event a success. Therefore, we wanted these efforts to be acknowledged,” said CCN 2017 Public Relations Department Manager Soh Yi Ren, who represented the CCN 2017 Organising Committee to receive the award.
As much as the committee were motivated for the application process, they were also hoping for the best outcome as their application were assessed by a panel of judges comprising seasoned professionals from various industries. Remarking that the selection process by the panel of judges was pretty stringent, Soh explained, “All applicants need to submit a detailed event report which answers all of GRADUAN’s 16 questions, following which the panel of judges will assess them and shortlist the applicants for an interview.” It is during the interview round that the finalists for each award category are selected and then invited to attend PPA award presentation ceremony which will reveal the award winners.
A cultural event to celebrate CLS’s 8th anniversary, CCN 2017 was nominated for two awards under the Project Category, namely the “Outstanding Project of the Year” and “Creative Marketing Project Award”, in which it swept the latter. The “Creative Marketing Project Award” acknowledges project which integrates strategic marketing planning, techniques and multimedia into its marketing and publicity initiatives. The strategies applied must ensure effective distribution of event information across all levels of the community to further galvanise support and achieve desirable outcome.
According to Soh, CCN 2017’s marketing strategies revolved around the basis of collaborative synergy with local enterprises. Ultimately, the approach did not only just create a desirable win-win outcome for both the event owners and the enterprises, but also for the CCN 2017 ticket buyers as well. “Through the synergistic collaboration between us and the enterprises, those who purchased the CCN 2017 tickets were entitled to exclusive discounts from participating merchants. This strategy eventually turned out to be a hit. Besides seeing the business owners enjoying a surge in sales and tapping into new clientele market, our event was also a sold-out resulting in a strong crowd of over 2,000 people,” the Logistics and International Shipping final year student shared.
Also extending the appreciation to UTAR on behalf of the organising committee, Soh is thankful that the University has always had their back.
Relating the CCN 2017’s theme of “eternity” to the organising committee’s commitment, CCN 2017 Organising Chairperson Ang Teck Chee commented, “The drive to pass down our cultural heritage is what motivates us to carry the torch on and on and for eternity.”
There are 12 PPA awards which are divided into two main categories, namely the Organisation Category and the Project Category. The awards under the Organisation Category include the Outstanding Organisation of the Year, Breakthrough Excellence Award, Contribution Excellence Award, Quality Excellence Award, Branding Excellence Award, and Diversification Excellence Award; while the Project Category of awards such as the Outstanding Project of the Year, Design Innovation Project Award, Best Impact Project Award, Creative Marketing Project Award, Arts and Cultural Project Award, and Sustainable Project Award.
This year, 77 finalists were shortlisted from over 360 submitted projects. As the winner of the “Creative Marketing Project Award”, CLS walked away with a trophy and a certificate.
拉曼大学 Universiti Tunku Abdul Rahman (UTAR)