INTERCONTINENTAL KUALA LUMPUR (ICKL) TIGERS LAUNCH "RESTORE OUR AWESOME RAINFORESTS (ROAR)" CAMPAIGN
From 2001 to 2019, there was a reduction of about 8.12 million hectares of tree cover in Malaysia. This is equivalent to a 28% decrease in tree cover since 2000. Apart from deforestation, the remaining forests face threats from unsustainable logging, illegal removal of forest products and encroachment due to agricultural and urbanisation activities.
With that in mind, the ICKL Tigers partner with EcoTourism & Conservation Society Malaysia (ECOMY) in an effort to create awareness on the importance of protecting our rainforests for the conservation of natural habitats, species and genetic diversity, in conjunction with its latest campaign, ICKL Tigers ROAR. This campaign kicks start with the initiation of FOREST ‘R’ US project, dedicated to improving selected trails and educational signages at Bukit Gasing Recreational Forest - one of the few “green lungs” of Petaling Jaya that is hugely popular among hiking enthusiasts. ICKL Tigers endeavour to raise as much fund through various programmes at the hotel, and for every sale in these programmes, RM5 will go to the ROAR campaign fund.
The ROAR campaign was recently launched alongside the Negroni Week 2022 - a celebration of one of the world’s great cocktails and an effort to raise fund for charitable causes around the world. At InterContinental Kuala Lumpur, this one-week celebration extends until end of September, and for every sale of Negroni cocktails and Negroni-infused cuisines, RM5 is dedicated to ROAR.
“We’re dedicating the whole of September to giving back, joining thousands of IHG colleagues across the globe doing good through gestures big or small, as teams, making a difference closer to home. This is part of the group’s Journey to Tomorrow, our 10-year action plan. Together with those who stay, work and partner with us, we will shape the future of responsible travel and ensure we deliver on our purpose of True Hospitality for Good.” – Meera Raj, General Manager of InterContinental Kuala Lumpur.