Branding KL as city of contrast and diversity

KUALA LUMPUR: From today onwards, Kuala Lumpur is branded as 'A City of Contrast And Diversity'.
Mayor Datuk Seri Mhd Amin Nordin Abd Aziz said the words contrast and diversity were to portray the distinctive advantages of Kuala Lumpur – contrasting heritage, multi-cultural and multi-religious society, and the diverse attractions.
"Kuala Lumpur needs a distinctive identity which all residents believe in and the identity values must be able to create curiosity among international travellers.
"KL branding will also focus on building pride. It will boost and elevate our own sense of pride and to take the KL brand to the world stage," he said at a press conference after launching the brand, 'A City of Contrast And Diversity', here, today.
This is the very first time that Kuala Lumpur is given a destination brand with the goal of driving more travel and tourism into the city.
Despite the words contrast and diversity as the brand's identity and proposition, the mayor said three attributes, namely exciting, surprising and enticing would be tagged onto the brand name, summarising the uniqueness of Kuala Lumpur.
The three attributes mean exciting experience at every point, surprising in many ways as the features in the city are discovered, and enticing visitors to experience the variety of attractions.
Mhd Amin said the Kuala Lumpur brand identity would be a long-term process from today leading to the year 2020 and hoped it would play its role just like other cities' brands such as 'I love New York' and 'I Amsterdam'.
In doing so, he said Kuala Lumpur City Hall planned to allocate around RM3 million for advertising purposes, including putting up landmarks of the brand around the city, to educate the city dwellers.
He said the landmarks would be constructed in three areas, namely Dataran Merdeka, Bulatan Tun Sambanthan and at the entry point heading to the Sungai Besi Highway, all to be completed by the end of August. — Bernama