Case Study

Belgium

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About The Client

A member state of the European Union (EU), Belgium was one of the first countries to establish diplomatic ties with Malaysia on the latter’s Independence Day on 31 August 1957. Decades later, Belgium remains an important trade and investment partner to Malaysia, both by itself and within the wider EU context.
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Objective

The Embassy of Belgium in Malaysia wanted to enhance the reputation of Belgian businesses as potential partners for Malaysian corporations, as well as boost trade and investment ties with Malaysia.

Why The IBR Asia Group

Having worked with top corporate and government organisations in Malaysia, and with our extensive network of contacts and reach, we were seen to be the ideal partner to help deliver the Embassy of Belgium’s objectives.

What We Did and how we did it

The then Ambassador of Belgium to Malaysia, Karel de Gucht, was featured on the cover of our business magazine, International Business Review, alongside a 10-page story in which he spoke about Belgium’s business and economy
We featured the Ambassador of Belgium to Malaysia, H.E. Pascal H. Grégoire in The Diplomat – a special section in International Business Review - about Belgium’s advancements in life sciences and R&D
Showcased Belgium as a nation that is committed towards the goals of the increasingly important environmental, social and governance (ESG) initiative by inviting the Ambassador H.E. Pascal H. Grégoire to launch the International Business Review ASEAN Awards 2022, which will have ESG as one of its criteria.
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Panel Session: Creating New Value with Old Assets
Roundtable Discussion: Maximising Value and Yield of State-Owned Assets

Results

The story of Belgium was disseminated to 30,000 top corporate, government and diplomatic decision-makers in Malaysia via International Business Review

Enhanced appreciation for Belgium by showcasing its achievements and goodwill

Helped expand reach to top Government, Corporate and Diplomatic decision-makers in Malaysia through coverage in International Business Review

Enhanced appreciation for Germany by showcasing its achievements and goodwill

Provided a platform for networking as the International Business Review ASEAN Awards was attended by prominent figures from corporations, Ministries, government agencies and embassies in Malaysia

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