Penang will host the 45th edition of the International Advertising Association (IAA) World Congress in 2024 with an expected arrival of 2,000 delegates, entailing an estimated economic impact of RM12.6 million (US$2.9 million) to the state.
The three-day congress will be held from March 6, bearing the theme, Brand ReCode: Createch for Better Lives, Better World. It will comprise panel discussions, tech expos, board meetings and teambuilding sessions, award shows and masterclasses.
The event aims to rewire brands, people and businesses through creativity and technology in the areas of trade and industry, sustainable healthy living, experiential tourism and education.
John Doody Chacko, chairman of the 45th IAA World Congress and president of IAA Malaysia, shared: “It took over four years of intense effort against other more globally famous destinations and pandemic disruptions before IAA Malaysia emerged victorious in the decision to host the congress in Penang, Malaysia.
“It proves that the world is growing to recognise Malaysia and Penang as destinations that are not only attractive in thousands of ways, (but) more importantly, are well equipped in all avenues to host events of world-class stature.”