“Equator Asia” has been adopted as the new marketing name for the special economic region which includes Southern Philippines, East Malaysia and Indonesia´s Kalimantan, the islands of Celebs, Moluccas and Papua. Officially, the region is known as BIMP-EAGA – an acronym that has proved far too complicated and unmemorable for a tourism destination.

But with the help of Germany´s Federal Ministry for Co-operation and development, the region will now be rebranded and marketed as “Equator Asia”. For Peter Richter, BIMP-EAGA´s principal adviser in charge of the promotion of economic co-operation, the brand “Equator Asia” has the dual advantage of both defining the area geographically and also giving it an aura of mystery and exotism.

“Equator Asia” will try to convey an image of another Asia, linked to biodiversity and environment. The slogan “the heart of biodiversity to the world” has been chosen as the region has some of the best-preserved rainforests on earth, offering unique flora and fauna, says the team behind the project. A website (www.equator-asia.com) will be fully operational before the end of 2010.

The BIMP-EAGA member countries have agreed to improve access to the region, and are encouraging airlines to offer international flights between the largest cities of “Equator Asia”. Malaysia Airlines is likely to use its regional subsidiary MASwings to link Kuching and Kota Kinabalu (East Malaysia) with Pontianak and Balikpapan in Indonesia, and Davao and Zamboanga in the Philippines with Brunei.