Fifty students from INTI International College Penang (IICP) were recently challenged to create a complete branding campaign for a real-world client — the Iconic Marjorie Hotel, Penang, a Tribute Portfolio Hotel. Armed with creativity, collaboration, and just 24 hours, they responded to a live brief themed “Brand & Advertising Campaign for Hotels,” blending academic learning with industry demands.
(From left) Teoh Jia Tian, Kok Jun Yen, Hemalatha Murugiah, Chief Executive of INTI International College Penang, Cheah Wan Theng, Interim Academic Director, Hew Chiew Onn, Khor Wei Tian, and Tan Hui Xin representing the Champion team of CHAM PENG 2.0: The Creative Clash at INTI International College Penang.
The branding task was part of CHAM PENG 2.0: The Creative Clash – Empowering Future Creatives in Hospitality Branding, a three-day bootcamp jointly organised by INTI’s Centre for Australian Degree Programs (CADP) and the School of Hospitality & Culinary Arts. Designed to simulate real industry conditions, the initiative pushed students to apply their knowledge in public relations, photography, videography, and social media storytelling.
“This isn’t a classroom project. This is industry,” said Muhamad Amirul Faiz Abd Ghani, Project Director and Head of Programme at CADP. “CHAM PENG 2.0 bridges textbook knowledge with real-world application — pushing students to think fast, act smart, and deliver with impact.”
The bootcamp began on 8 May 2025 with technical workshops at INTI Penang. The following day, students were on-site at the Iconic Marjorie Hotel for content production, working under the direct mentorship of professionals from the media, hospitality, and creative sectors. The third and final day featured campaign presentations and a networking session.
Over the three days, students tackled a range of activities, from shooting with DSLR cameras to food styling for editorial photography. Each team produced nine curated images and short-form videos tailored for social media, which were posted on their personal accounts. They tagged @bmcsut, @sohos.iicp, and @champeng.iicp — adding a layer of public accountability to their creative work.
A key milestone during the event was the signing of a Memorandum of Understanding (MoU) between INTI and the Iconic Marjorie Hotel. The MoU formalises a long-term collaboration to nurture emerging talent in hospitality branding and communication. It was witnessed by Datuk P. Kamalanathan, Chairman of the Public Relations Practitioners Society Malaysia and former Deputy Minister of Education.
INTI Penang students present their hospitality branding campaign during CHAM PENG 2.0 — a bootcamp bridging academic theory with real-world industry experience.
Datuk Kamalanathan also delivered a keynote address titled “The Challenges and Direction of Public Relations in the Hospitality Industry in the Era of AI.” His presentation highlighted the growing importance of communication professionals in shaping brand identity and establishing trust in today’s rapidly evolving digital environment. He also emphasised the role of industry-academic partnerships in strengthening employability and practical learning outcomes for graduates.
Throughout the boot camp, students were mentored by experienced professionals, including EOS Master Joe Chia from Canon Malaysia, Dr. Nur Faizah Mohd Pahme of UiTM Seri Iskandar, Amera Mokhtar from Astro, Dr. Mark Finn of Swinburne University of Technology, Australia, and Alexander Goh from DEX Ventures.
The event culminated in Show Us Whatcha Got, where ten student teams pitched their final campaigns to a panel of judges. This was followed by The Chit Chat Cham Peng: The Creative Clash Soirée, a networking event celebrating student resilience, talent, and collaboration.
Recognition was given across multiple award categories, including Champion, First Runner-Up, Second Runner-Up, Best Photo, Best Advertising Video, Best Campaign Strategy, Best Presenter, and Most Valuable Player (MVP).
“By immersing students in real-world challenges and surrounding them with industry mentors, we are nurturing not just graduates, but confident, career-ready changemakers,” said Hemalatha Murugiah, Chief Executive of INTI International College Penang.
Now in its second year, CHAM PENG has expanded from its initial focus on AI and digital media in culinary education. This year’s pivot to hospitality branding underscores INTI’s continued emphasis on applied learning, strong industry connections, and preparing students to thrive in the global workforce.
(From left) Jeff Lim, Head of School for the School of Hospitality and Culinary Arts, Hemalatha Murugiah, Chief Executive of INTI International College Penang, Datuk P. Kamalanathan, Chairman of the Public Relations Practitioners Society Malaysia, Kevin Cheah Ui Mun, Group General Manager of Iconic Marjorie Hotel, Penang, and Cecilia Ling, Director of Human Resources at Iconic Marjorie Hotel, during the signing of the Memorandum of Understanding between INTI and Iconic Marjorie Hotel.