MOF UTC PUDU

Urban Transformation Centre (UTC) is a
Ministry of Finance (MOF) programme
to provide core services to governmental
and private sector communities via
a one-stop shop model.

A blue ocean launch

Urban Transformation Centre (UTC) is a Ministry of Finance (MOF) programme to provide core services to governmental and private sector communities via a one-stop shop model. It is part of the Blue Ocean Strategy, introduced to improve the quality of services through strategic cooperation between government agencies and the private sector.

We conceptualised and managed a detailed launch event plan and execution for Tan Sri Irwan Serigar, at that time Chief of MOF, for the launch in Pudu, and densely populated and run down area, that conveyed the positive messages for UTC. The project included brand key messaging and roll-out via above and below-the-line activities and collateral as part of a brand awareness communications programme. We handled everything from lighting to security.