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EL KWANG MANAGING & EDITORIAL DIRECTOR | CO-OWNER el@bizeventsasia.com
GINA SIN ASSOCIATE EDITOR gina@bizeventsasia.com
JOANNA ONG-ASH GUEST EDITOR joanna-tm.ong-ash@aia.com
Biz Events Asia is published by Business & Tourism Publishing Asia Pte Ltd 51A Kreta Ayer Road, Singapore 089008 Tel: +65 6337 8781 Fax: +65 6337 9060 Email: hello@bizeventsasia.com Website: bizeventsasia.com
MANAGING & EDITORIAL DIRECTOR | PUBLISHER El Kwang el@bizeventsasia.com DIRECTOR Geoff Batt-Rawden geoff@bizeventsasia.com ASSOCIATE EDITOR Gina Sin gina@bizeventsasia.com
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GUEST EDITOR Joanna Ong-Ash Head of Brand & Corporate Communications AIA Singapore CONTRIBUTING EDITOR Sandra Hernandez sandra@bizeventsasia.com Jennifer Salsbury jennifer@imcconventionsolutions.com
DESIGN AND PRODUCTION PIXO fanix@pixosolutions.com OFFICE MANAGER Rev Karunakaran rev@bizeventsasia.com
CONTRIBUTORS
CHINESE CONSULTANT KH Tok
EDITORIAL & DESIGN COORDINATOR Chua Yi Kiat yikiat@bizeventsasia.com
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MARCH 2016
COMMUNICATION MISCONCEPTIONS
We are so excited that this is our first anniversary issue since we rebranded as Biz Events Asia last March and boy, did we pull out all cost efficient stops to communicate the new brand to the industry. The journey over the past 12 months has been laced with lots of ups and most certainly, some downs. When we launched the concept of having different overarching topics for each issue of the magazine last March, not many understood our intention then. After much communicative efforts, we gained enormous support when we ended 2015 with our Sustainability Issue in November – a topic close to many “green” hearts. We’d also like to take this chance to thank you for voting for the 2016 topics through our survey last year. Our journey took another turn from September 2015 when we introduced the concept of having a different guest editor from the business events industry for each issue of the magazine. The Biz Events Asia team continues to communicate the reason behind our decision to those concerned. We believe that these chosen guest editors can effectively express challenges hindering the success of the business events industry while crediting the deserving factors that contribute to success at the same time. Communication is a practice that takes patience and strategies. In all honesty, there were times we felt overwhelmed just like buyers trying to justify event
spending to their bosses and sellers trying to justify rate hikes in a market with little loyalty. Confucius once said: “When it is obvious that the goals cannot be reached, don't adjust the goals, adjust the action steps”. Our goal is to deliver quality content and we will never stop adjusting our “action steps”. The production of this edition was a communication challenge in itself with our editorial and production team based in different locations over the past three weeks; with the height of production activities peaking around conducting interviews and attending press conferences at AIME tradeshow in Melbourne. In midFebruary, we also attended ibtm arabia in Abu Dhabi where the destination is keen to communicate their unique selling points to the world through our Cover Story. Guest Editor and Head of Brand and Corporate Communications for AIA Singapore, Joanna Ong-Ash and El Kwang deliver an article on communication strategies that seek to clarify misconceptions about the power of communication. Could this article inspire decision makers to allocate sufficient communication resources to drive strategies that attain returns on investment? Truth is, communication gets the brand on the forefront of consumers' minds. Can we afford not having our brands properly communicated? We hope you enjoy this issue as much as we have enjoyed communicating with you.
MAR 2016 BIZEVENTSASIA.COM
THE PULSE
OF ASIA FOR
BUSINESS EVENTS
Biz Events Asia is the official media partner and member of: Our cover image features Qasr Al Sarab Desert Resort by Anantara in Abu Dhabi, UAE. Read the Cover Story on ibtm arabia 2016 trade show from page 16.
SALES & MARKETING SINGAPORE OFFICE Michelle Lim michelle@bizeventsasia.com Charline Wong charline@bizeventsasia.com
THE
ATION COMMUNIC GIES STRATE EDITION
THAILAND OFFICE The Amiris Co., Ltd Email: sirima@theamiris.com Tel: +66 81 822 3286
INTERNATIONAL MEDIA REPRESENTATIVES CHINA: Mary Yao Email: mary@mhichina.com Tel: +86 10 6551 5663 ext 8008 DUBAI: Corina Denov Email: corina.denov@themediavantage.com Tel: +971 4 425 3300 SOUTH KOREA: Alexander Paik Email: apcomm@naver.com Tel: +82 10 5042 1337
Visit us online for regular updates throughout the month: bizeventsasia.com Privacy Policy: Business & Tourism Publishing Asia is committed to managing your personal information in accordance with the Privacy Act. For a copy of our Privacy Policy, please go to bizeventsasia.com/privacy Printed in Singapore by Sunrise Printing & Supplies Pte Ltd. Reg no. 199002858D PPS 1785/04/2013 (022963) MCI (P) 125/01/2016
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CHINA
International Conference on Economics and Business Management Macau, China | March 2016
JAPAN
Infrastructure Investor Tokyo Forum Tokyo, Japan | April 2016
HONG KONG
ASAE Great Ideas in Association Management Conference (ASAE Hong Kong) Hong Kong | April 2016
THAILAND
IMEDIA Agency summit Phuket, Thailand | April 2016
MALAYSIA
27th International Invention, Innovation and Technology Exhibition (ITEX 2016) Kuala Lumpur, Malaysia | May 2016
SINGAPORE
Singapore International Conference for Advanced Research in Business Singapore | March 2016
COVER STORY
A wAve of coMpletely new HoSted BuyerS And A new vAlue-driven SHow forMAt Are AttrActinG More BuSineSS event opportunitieS to countrieS Around tHe ArABiAn Gulf tHAn ever Before.
“with headline attractions, stunning new resorts, a re-energised commitment to service and delivery excellence, the destination has entered a new era of maturity.” Sallie Coventry portfolio director reed exhibitions
WordS: gina Sin
Sheikh Zayed Grand Mosque
from top to Bottom: XXXXXXXXXXXXXXXXX, XXXXXXXXXXXXXXXXX, XXXXXXXXXXXXXXXXX
ibtm arabia trade show turns 10
#CoverStory
Weaving a deCade of ConneCtionS
Some 3,000 appointments took place alongside networking events, an opening forum, knowledge forum, lunches and dinners with 250 participants staying together at the Jumeirah at etihad towers for the 10th anniversary of ibtm arabia from february 9-11, 2016. Supported by Abu dhabi tourism and culture Authority, Abu dhabi convention Bureau and etihad Airways, ibtm arabia brings buyers and sellers of the meetings, incentives, conferences and events (Mice) industry from more than 40 countries together to connect in an intimate business networking environment. All Hosted Buyers were handpicked, personally invited and verified against a strict qualification criteria, which requires that they are senior level decision makers with proven budget and business to place internationally. 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over uSd5 million and organise a variety of events: 90 percent organise conferences and meetings, 80 percent incentive travel, 71 percent business travel, and 59 percent luxury travel. confirmed Hosted Buyers this year have also indicated a variety of product interests: 88 percent indicated an interest in hotels, 80 percent in destination Management Services, 66 percent in conferences/ meeting venues, and 63 percent in attractions and entertainment.
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EDITORIAL ADVISORY BOARD MEMBERS
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Janet Tan-Collis President | SACEOS CEO | East West Planners
the ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers. ibtm arabia 2016 featured a line-up of 100 percent new agency, corporate and association buyers, with this year’s show seeing a 61 percent increase in the amount of corporate buyers attending. the international line-up of exhibitors included those from thailand and Singapore to Japan and ethiopia.
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Damion Breust Director – Head of Event Marketing Asia Pacific | Barclays
the combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 including discovery day, a welcome reception and Gala evening ensured valuable touch points for everyone to help make meaningful connections.
Pod ShoW despite an increase in the total number of buyers attending and a number of new exhibitors including fairmont, raffles and Swissotel Hotels & resorts, the trade show might have seem sizably smaller than others in reed exhibitions’ portfolio. But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format, which was first introduced last year. “ibtm events are not about the size of an event, it is about making that event 100 percent valuable to all attendees. the focus of this event is about creating a community, providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format, which means both buyers and suppliers can select who they want to meet,” said Shinu pillai, exhibition Manager, ibtm arabia. According to Sallie coventry, portfolio director at reed exhibitions, exhibitors were promised a hassle-free event. “All of our customers arrive on site ready for their meetings. their pods are being constructed for them, they can literally arrive with their collaterals, their laptop or ipad and they’re ready to go. they’ve got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting package.” As an exhibitor, Asli plail, Mice Manager at yas Marina circuit agreed that this format is preferred as it works for both the buyers and suppliers. “you actually get to meet people who would really like to meet you and vice versa.”
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Selina Chavry Golbal Managing Director Pacific World
Daniel Chua Managing Director AONIA MICE
Andrew Chan CEO | ACI HR Solutions
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SOUTH KOREA
Global Hospitality Tourism Marketing & Management Conference (GHTMMC) Seoul,South Korea | July 2016
MARCH 16
ISSUE 6 #SoundBites
10 #TakingTheLead 12 #FreshIdeas
32 #DelveInto Indonesia Why Bali is still in demand
14 #Webspace
36 #DelveInto Hong Kong
Case Studies that showcase talent in communication strategies
20 #TheCommunicationStrategiesEdition
What makes a good communication strategy and how is it really important?
42 #Associations
PCOA 2015 conference goes to Adelaide
48 #Engage IMEX Frankfurt to bring more value this year
28 #DelveInto Vietnam Event and incentive planners throughout Vietnam experience Danang’s charm
51 #Talent&Mentor Stories shared by mentors who are millennials themselves
54 #DiningMatters LAVISH redefines catering at its 18th anniversary gala extravaganza
AUSTRALIA
56 #Wired Up
The Digital Government Conference Canberra, Australia | May 2016
Event technologies that improve engagement
59 #Deals
Ho Yoke Ping General Manager Business Events Malaysia Convention & Exhibition Bureau (MyCEB)
Deanna Varga Assistant Director Commercial & Visitor Services Australian National Maritime Museum
Max Jantasuwan Group Managing Director Events Travel Asia
Sumate Sudasna President | Thailand Incentive & Convention Association (TICA) MD | CDM Thailand
Daniel Aswin Co-founder Absolutions
Neeta Lachmandas Executive Director The Institute of Service Excellence, Singapore Management University
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GLOBAL InterContinental Hotels Group has introduced its Club InterContinental room category at 70 InterContinental hotels and resorts globally and across more than 50 of its hotels and resorts in Asia, Middle East and Africa. Club InterContinental presents a modern take on the Golden Age of Travel, from the time they make a booking until they depart for the next destination. Guests will enjoy exclusive privileges and a bespoke experience, which promises meaningful experiences that truly matter, regardless of whether guests are travelling for business or leisure.
AUSTRALIA
Team cooking event company, Cheeky Food Group has announced its rebranding to Cheeky Food Events at the recent Asia-Pacific Incentives and Meetings Expo (AIME) in Melbourne. The rebrand comes after Leona Watson, Managing Director, recognised a shift in the way businesses operate that meant traditional team building activities no longer delivered the required outcomes. In addition, Cheeky Food Events has restructured their product offering into eight effective Event Options, including Team Development, Cheeky Big Events and Cheeky Conferences. Each Event Option is full scalable for groups from seven to more than 700 people.
ASIA PACIFIC
Sheraton Hotels & Resorts has announced accelerated growth plans for Asia Pacific, continuing its sharp focus on Sheraton 2020, a comprehensive 10-point plan designed to put Sheraton firmly back into the global spotlight. Following the most recent designation of Sheraton Grand Macao, Cotai Central, three properties will be welcomed to the premier tier: Sheraton Grand Shanghai Pudong Hotels & Residences, Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel. Sheraton has also unveiled plans to open more than 20 properties in the region by mid-2017, supporting the brand’s Sheraton 2020 goal of adding 150 new hotels by 2020.
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SINGAPORE Pan Pacific Singapore has appointed two key management positions. Steven Laine is the new Acting Resident Manager while Sumanth Das has been promoted to Director of Restaurants, Bars and Events (RB&E). Laine assists Gino Tan, General Manager, to strengthen the hotel operations team to be more effective in meeting guest needs. Das oversees the RB&E division to manage operations, provide strategic direction and ensure quality across all restaurants, bar and banquet operations.
SOUTH KOREA
The Coex Convention and Exhibition Centre has become the first of its kind in South Korea to open dedicated facilities for its Muslim guests with the opening of its new prayer room. The new prayer room will be opened on the third floor of Coex and will feature separate rooms for men and women. To accommodate daily prayer schedules, the room will be open from 3am to 10pm. Other tools for prayer, including a Qibla which indicates the direction toward Mecca, clocks, Qurans and carpets, will also be provided for the convenience of guests.
AUSTRALIA
The Star Sydney has announced a proposed AUD1 billion (USD719 million) investment to transform the harbourside property over the next five years, with AUD500 million already committed to the first phase of its expansion that is currently underway. This includes the AUD130 million refurbishment of Astral Tower and Residences, set for completion in 2016. Some of the recently completed projects include an underground carpark upgrade with new wayfinding technology, increased directional and digital signage, and a new plenary space on level five. The other half of the investment will potentially be injected to add a new hotel tower and a connected ribbon development, which will feature numerous food and beverage offerings and additional meeting spaces.
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NUMBERS
80%
The number of show rental operators who say they predict an increase in events they handle this year compared to 2015.
Source: etouches’ Rethink
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# THAILAND Nine ASEAN member countries have officially agreed to abide by the Thailand MICE Venue Standard (TMVS) as the model for improving venue standards in ASEAN, as declared by The Thailand Convention & Exhibition Bureau (TCEB). Additionally, 100 Thai MICE entrepreneurs, running a total event space of 227 rooms, were guaranteed with TMVS in the fiscal year 2016. The bureau is moving fast to implement the second phase for the standardisation of MICE venue standards in accordance with the five-year model scheme. “The direction for the advancement of MICE capabilities in 2016 was mapped out in four aspects, including Trade Education, MICE Academy, International Standard and Sustainable Natural Conservation (MICE Sustainability Thailand). All of which will expand the competitive advantage to the private sector and Thailand’s MICE industry, as well as enable Thai MICE standards to achieve the recognition from member countries to pave the way towards an ASEAN MICE standard, by which Thailand shall be praised for its role as the region’s MICE institute,” said Nopparat Maythaveekulchai, TCEB President. He also added that TCEB has produced a model scheme for these standards for 2015-2019, which comprises six key strategies that cover six dimensions of development. These include Venue; Personnel; IT System; Public Relations and Marketing Promotion; Promotion of ASEAN MICE Venue Standard; and the mobilisation of MICE venue standards toward the sustainability of 41 projects under the 66 million baht budget.
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MALAYSIA The Kuala Lumpur Convention Centre (KLCC) offered more than just an event and conference space when it donated two dialysis machines worth RM90,000 (USD21,400) to the National Kidney Foundation (NKF) Malaysia. Alan Pryor, the Centre’s General Manager, expressed his delight at the contribution of the two dialysis machines and strengthening their long-standing relationship with the NKF. He also took the opportunity to recognize NKF with its ongoing efforts to raise funds to improve the standards of care and aid those
who are suffering from various kidneyrelated diseases. “To recognise our 10th anniversary milestone we launched a number of additional CSR activities to give back to the local community. This donation is one of those initiatives and we hope the machines will help the NKF provide more patients with the care they so desperately need,” added Pryor. KLCC believes in being a socially, economically and environmentally responsible organisation that finds opportunities to give back to Malaysia and the community within which it is based.
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FROM THE BUREAUX
JAPAN As the capital city prepares to host the Tokyo 2020 Olympic and Paralympic Games, Business Events Tokyo has announced that the largest bus terminal for long-distance route will open in Shinjuku. The area around Shinjuku Station is a key for boosting business events since many convention hotels are located there, and accordingly, the opening of a new bus terminal would be wonderful news for visitors who use express buses from JR Shinjuku Station, around where 19 expressway bus stations currently scattered are to be unified into one traffic terminal starting this spring. According to a project manager of the Tokyo National Highway Office’s Planning Section, the new express bus terminal will enhance the easy ground access in Shinjuku, which will lead to an increase of foreign visitors using bus services. The new terminal to be located in front of Shinjuku Station’s South Exit, with an estimated 1,600 bus arrivals/departures on a daily basis will be the largest bus terminal in Japan. Passengers will enjoy smooth transfers from trains and the terminal is expected to ease traffic jams around the station. The terminal building will be established above the railways and is expected to become a new Shinjuku landmark after its opening around March or April this year.
SINGAPORE At the Singapore Tourism Board (STB) Year in Review Media Conference held at The South Beach Hotel on February 29, 2016, Oliver Chong, Executive Director, Communications & Marketing Capability, STB, reported that Singapore’s tourism receipts dipped 6.8 percent to SGD22 billion (USD15.6 billion) despite a 0.9 percent growth of 15.2 million visitor arrivals in 2015. The three areas of a weaker tourist spend are accommodation (-14%), sightseeing, entertainment and gaming (-11%), and shopping (-7%), which could be due to the strengthened Singapore currency and increase in number of hotel room stock. STB Chief Executive, Lionel Yeo, said: “The two percent growth in leisure visitor arrivals in 2015 shows that Singapore remains attractive as a destination.” Singapore’s key growth areas in 2015 were cruise and business events. The cruise industry experienced a 14 percent year-on-year growth to one million in passenger throughput. More than 350 business events held in 2015 saw 287,000 visitor arrivals and SGD478 million in tourism receipts. Melissa Ow, STB’s Deputy Chief Executive, Corporate Group and Experience Development Group, explained at the press conference that Singapore’s unique selling point is the ability to work with stakeholders in
building capabilities and professionals across the industry. The city will continue to provide business travellers and MICE delegates with enhanced experiences like cultural visits. Lynette Pang, Assistant Chief Executive, Marketing Group of STB stated that in 2015, Singapore experienced success with the Golden Jubilee Campaign supported by more than 130 partners. The campaign converted 9,300 hotel room nights worth SGD2.1 million and SGD26.7 million were generated from Superdeal spend. “Singapore Inside Out” showcased Singapore’s creative field on a global level whilst “Singapore invites” was launched in seven markets and attracted 140,000 entries globally. In 2015, China and India markets saw a 22 percent and seven percent growth in visitor arrivals respectively. Leong Yue Kheong, STB’s Assistant Chief Executive, International Group said that India is Singapore’s top five source market. Direct flight connectivity from India plays a vital role in visitation. Indian visitors prefer longer holidays and Singapore will continue to create destination awareness in the second tier cities. The challenge remains competitive from European cities. For 2016, STB forecasts tourism receipts to be in the range of SGD22 to SGD22.4 billion with visitor arrivals to be between 15.2 and 15.7 million.
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# Old-world Charm After a nine-year hiatus and extensive restoration done to the iconic hand-painted ceilings and walls, The George Ballroom on Fitzroy Street St. Kilda in Melbourne, Australia, has reopened. This timeless ballroom which originally functioned as a tearoom and popular wedding venue from the Victorian Era is a historical event space that was added to The George Hotel in 1886. InterContinental Hotels Group held its recent annual AIME dining experience at this unique venue, and had a number of performing acts entertaining invited Hosted Buyers. These included ballroom dancers waltzing around guests, live classical music and a ballerina dancing elegantly in a giant bubble.
Blooming Hearts A non-profit in Portland and Bend in Oregon, US, does not let flower arrangements used for events go to waste by reusing them to brighten the lives of hospice patients and their families. The Bloom Project brings flowers to a central location where trained volunteers weed out stems that are too far gone before remaking the rest to new bouquets. They are then taken to offices at non-profits, hospice organisations and hospitals to be distributed to patients and families.
LED Spectacular On New Year’s Eve, Grand Hyatt Singapore lit up its Grand Ballroom on level three as guests ushered in 2016 with Project 2.016, a futuristic-themed countdown party that saw LED lights penetrating buffet spreads and across walls and floors. The night featured video mapping capabilities and live entertainment using the ballroom’s two extended digital canvases, as well as a dramatic laser show performance that could excite guests at any ballroom event.
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PAN PACIFIC
Exceptional Meeting Experiences
Pan Pacific Hotels Group dedicates committed efforts to deliver and inspire an exceptional meeting experience.
PARKROYAL on Beach Road
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nder Pan Pacific Hotels Group (PPHG), the two acclaimed brands, Pan Pacific Hotels and Resorts and PARKROYAL Hotels & Resorts, offer a diverse collection of hotels and resorts across Asia, Oceania and North America, blending the service and traditions of the east with the creativity and personality of the west to provide some of the most versatile venues. From Suzhou to Singapore, Sydney to Seattle, there is a venue to suit every meeting planner’s needs. Whether it is an intimate residential meeting for 15 or a large three-day conference for 800, PPHG commits to meeting and exceeding every client’s expectations. Here are five key areas that they know will help to deliver an exceptional meeting experience for the meeting planner:
Pan Pacific Perth
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The team of meeting professionals at PPHG are trained to be creative and think for and on behalf of the meeting organisers, with attention to detail to ensure a memorable event. A dedicated person is assigned as a single point of contact throughout the planning and for the duration of the event for a seamless process. All relevant functions in the hotel are thoroughly briefed for each event to ensure synergy for planning and execution. An audiovisual expert will also be on hand throughout the event. Customised billing procedures can be arranged in advanced, with the final bill ready within five business days of the event’s successful conclusion. Constant monitoring of services through feedback to maintain the high standards that Pan Pacific and PARKROYAL constantly strive to achieve.
To support the brands’ commitment, PPHG has launched a Residential Meetings offer where meeting planners can benefit from a variety of exclusive privileges, ranging from room upgrades or complimentary rooms to complimentary cocktail hour or attractive savings on the master bill. The larger the group size, the greater the privileges.
To enjoy this exclusive meetings offer, book by April 30, 2016, for residential meetings held by December 31, 2016. For more information, visit pphg.com/meetings.
PARKROYAL on Pickering, a PARKROYAL Collection hotel
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# TAT launches new responsive website The Tourism Authority of Thailand has refurbished its website to provide a user-friendly viewing experience across desktop and mobile devices. It also includes a more responsive design for easy reading, navigation and more interactivity. www.tourismthailand.org
Global fitness concierge Business travellers can now easily stay fit with WorldTrainer, a newly launched global fitness concierge service that matches the right trainer to the traveller, with an online system to ensure quality and consistency of training across continents. www.worldtrainer.fitness
HKCEC integrates “responsive� technology to its website The Hong Kong Convention and Exhibition Centre’s revamped website has been fully redeveloped to accommodate desktop and mobile devices, catering to 70 percent of the 20,000 daily visitors that uses their mobile devices to visit the HKCEC website. www.hkcec.com
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What you missed online on WWW.BIZEVENTSASIA.COM
ACI HR’s report on salary and employment trends ACI HR Solutions 2016 Travel and Hospitality Industry Salary and Employment Trends Report released, indicating that the industry is bucking the doom and gloom forecast seen in other industries.
Abu Dhabi tops in EMEA for incentives and conferences According to Pacific World’s Destination Index Report, Abu Dhabi has been identified to be among the most popular cities in the EMEA region for incentives and conferences.
13 partners added to BCD M&E network BCD Meetings & Events added 13 partner markets to expand its Global Partner Network. These include Malaysia, Japan, Vietnam, Romania, Italy, Isreal, and more.
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#CoverStory
WEAVING A DECADE OF CONNECTIONS A WAVE OF COMPLETELY NEW HOSTED BUYERS AND A NEW VALUE-DRIVEN SHOW FORMAT ARE ATTRACTING MORE BUSINESS EVENT OPPORTUNITIES TO COUNTRIES AROUND THE ARABIAN GULF THAN EVER BEFORE.
WORDS: GINA SIN
Sheikh Zayed Grand Mosque
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“With headline attractions, stunning new resorts, a re-energised commitment to service and delivery excellence, the destination has entered a new era of maturity.”
From Top to Bottom: Shinu Pillai, Exhibition Manager, ibtm arabia; pod show exhibition format.
SALLIE COVENTRY Portfolio Director Reed Exhibitions
Some 3,000 appointments took place alongside networking events, an opening forum, knowledge forum, lunches and dinners with 250 participants staying together at the Jumeirah at Etihad Towers for the 10th anniversary of ibtm arabia from February 9-11, 2016. Supported by Abu Dhabi Tourism and Culture Authority, Abu Dhabi Convention Bureau and Etihad Airways, ibtm arabia brings buyers and sellers of the meetings, incentives, conferences and events (MICE) industry from more than 40 countries together to connect in an intimate business networking environment. All Hosted Buyers were handpicked, personally invited and verified against a strict qualification criteria, which requires that they are senior level decision makers with proven budget and business to place internationally. 80 percent of Hosted Buyers that attended ibtm arabia 2016 have a budget over USD5 million and organise a variety of events: 90 percent organise conferences and meetings, 80 percent incentive travel, 71 percent business travel, and 59 percent luxury travel. Confirmed Hosted Buyers this year have also indicated a variety of product interests: 88 percent indicated an interest in hotels, 80 percent in Destination Management Services, 66 percent in conferences/ meeting venues, and 63 percent in attractions and entertainment. The ratio of exhibitors and Hosted Buyers was 1-1 with 115 exhibitors and 115 Hosted Buyers. ibtm arabia 2016 featured a line-up of 100 percent new agency, corporate and association buyers, with this year’s show seeing a 61 percent increase in the amount of corporate buyers attending. The international line-up of exhibitors included those from Thailand and Singapore to Japan and Ethiopia.
The combination of pre-scheduled mutually matched appointments and networking opportunities at ibtm arabia 2016 included Discovery Day, a Welcome Reception and a Gala Evening ensured valuable touch points for everyone to help make meaningful connections.
POD SHOW Despite an increase in the total number of buyers attending and a number of new exhibitors including Fairmont, Raffles and Swissotel Hotels & Resorts, the trade show might have seem sizably smaller than others in Reed Exhibitions’ portfolio. But this event has been curated to bring value to all attendees in an intimate and exclusive meeting pod show format, which was first introduced last year. “ibtm events are not about the size of an event, it is about making that event 100 percent valuable to all attendees. The focus of this event is about creating a community, providing a one-to-one ratio of buyer to supplier and to mutually match the appointments in a simple and stylish format, which means both buyers and suppliers can select who they want to meet,” said Shinu Pillai, Exhibition Manager, ibtm arabia. According to Sallie Coventry, Portfolio Director at Reed Exhibitions, exhibitors were promised a hassle-free event. “All of our customers arrive on site ready for their meetings. Their pods are being constructed for them, they can literally arrive with their collaterals, their laptop or iPad and they’re ready to go. They’ve got beautiful branding and quality appointments at the end of the day in an all-inclusive exhibiting package.” As an exhibitor, Asli Plail, MICE Manager at Yas Marina Circuit agreed that this format is preferred as it works for both the buyers and suppliers. “You actually get to meet people who would really like to meet you and vice versa.”
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“Growth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to Chinese visitors, and our capacity to meet the booming business for large Indian groups allows us to match our venues and hospitality industry to these opportunities.” MUBARAK AL SHAMISI, Director of Abu Dhabi Convention Bureau
White Party at Beach Rotana
The Jumeirah at Etihad Towers, venue host for ibtm arabia 2016, showcased some of the best meetings facilities that Abu Dhabi has to offer. The luxurious 5-star hotel offers prestigious features such as exquisite hotel rooms, fine dining restaurants, a health club and Talise Spa and two levels of boutique shopping at the podium. One of the hotel highlights is European restaurant Pearls by Michael Caines, which opened in September 2015. Michael Caines is a world renowned chef who has led Gidleigh Park restaurant in Devon, UK to earn its two Michelin Stars. Pearls by Michael Caines is the first restaurant that Michael Caines has given his name to outside of the UK, and changes its menu at least four times a year.
IMMERSIVE NETWORKING EVENTS ibtm arabia 2016 kicked off with the Abu Dhabi Convention Bureau showcasing the Emirate’s depth and diversity. A dedicated Knowledge Forum was combined with activities around Abu Dhabi that allowed both buyers and exhibitors to discover the region and specifically its leading MICE products and services while enjoying exclusive networking events. The Knowledge Forum featured worldclass keynote speaker, Carol Talbot,
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Arabian dance performance
Welcome Reception, ibtm arabia 2016 From Top to Bottom: Welcome reception at Emirates Palace; ibtm arabia 2016 Opening Forum; Making s’mores at Beach Rotana’s White Party
who sets out to empower professionals and help them think differently about their approach to work, supporting professionals toward creating and delivering a vision for themselves. Carol also highlighted the difference between those who attract success and those who do not, as well as some of her top leadership tactics to provide attendees with useful tips on how to influence people. Discovery Day included a trip to Ferrari World on Yas Island, the world’s first Ferrari-themed park and the world’s largest indoor theme park. One of the venue’s streets along its row of dining establishments was transformed into a buffet-style networking luncheon, allowing delegates to mingle and network in a relaxed environment.
Delegates also got a chance to tour around its attraction, which included an in-park go-kart and a gallery displaying the story and art of Ferrari from its 1947 beginning. No trip to Abu Dhabi is complete without visiting the magnificent Sheikh Zayed Grand Mosque, the largest mosque in the United Arab Emirates that covers an area of more than 12 hectares. ibtm arabia 2016’s official Welcome Reception hosted by Emirates Palace took place in its Oriental Café Gazebo in a buffet-banquet setting. Guests arriving at the palatial Arabic hotel were led into the stunning open-air terrace and welcomed by Arabian dance performances, which continued to entertain intermittently throughout the night. Beach Rotana Abu Dhabi took turn to be host the following night for the trade show’s Gala Evening –
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White Party. This beachfront networking event was a stimulating mix of curated cocktails, beautiful event set-up, and perfect weather.
SOARING POPULARITY A report from Alpen Capital suggests that international association meetings in the Middle East have more than tripled over the past 10 years. Supporting this, the last Amadeus report shows the GCC MICE industry is seeing continuous growth and that the Middle East is set to expand even further while attracting high-profile global events and state-ofthe-art infrastructural investments. According to Pacific World’s Global Destination Index Report in February 2016, Abu Dhabi has been identified to be among the top cities in EMEA when it comes to incentives and conferences, according to the Pacific World Global Destination Index Report. The UK, India and Saudi Arabia have been found to be key source markets placing business in the region, while Milan and Paris have been identified as leading destinations for incentives and meetings held in the EMEA region. The rise in popularity has been attributed to improved transport links and infrastructure, resulting in a variety of new hotels and venues. Jestine Alfred, Destination Manager of Pacific World UAE, stated: “The Middle East’s business conferences and events industry is now the world’s fastest growing. There are a number of factors contributing to its increasing popularity including the more accessible routes
offered by Emirates and Etihad as well as the openings of a number of new hotels. The city is also becoming more popular as a stopover destination for two to three night stays for business travellers when travelling onwards using UAE carriers.”
“We also offer the Advantage Abu Dhabi incentive programme, a compelling support package which helps solidify Abu Dhabi’s appeal as an international business events and incentives hub,” Al Shamisi adds.
He also indicated other factors contributing to the increased appeal of Abu Dhabi as an incentive and conference destination, including their investment in technology.
The city’s growing recognition in the Asia Pacific region is attributed to an expanding capability to host large-scale events.
Abu Dhabi’s growing status as a leading business events destination follows the creation of the Abu Dhabi Convention Bureau, a division of Abu Dhabi Tourism & Culture Authority, in 2013.
“A decade ago, incentives in Abu Dhabi were largely absent from a wider landscape that lacked the resort and attractions infrastructure to support them, and large-scale meetings simply couldn’t be supported as the venues were not yet built.
“The business events sector in Abu Dhabi is built on a joined-up approach, bringing government, public and private sectors together to attract and host major conference, congress and association meetings from key overseas markets in sectors identified as drivers of the emirate’s economy,” said Mubarak Al Shamisi, Director of Abu Dhabi Convention Bureau.
Today, Abu Dhabi has a number of venues to offer MICE planners from the Asia Pacific region, including ADNEC and the Al Ain Convention Centre which can host large-scale conferences and exhibitions, and a large number of hotels and resorts which are perfect for more intimate occasions.
“Under the Convention Bureau’s direction, we are targeting new markets to promote our expanding corporate and incentive portfolio, ensuring the emirate’s product mix can meet their demands – growth in numbers from China is mirrored by an increasing number of hotels and attractions with facilities dedicated to Chinese visitors, and our capacity to meet the booming business for large Indian groups allows us to match our venues and hospitality industry to these opportunities.”
Additionally, the growth of intercontinental travel going east to west and vice-versa, as well as the expansion of regional airline capacity, means that 90 percent of the world is now both well served and within nine hours of flying time. With headline attractions, stunning new resorts, a re-energised commitment to service and delivery excellence, the destination has entered a new era of maturity,” said Coventry. ibtm arabia 2017 will take place from February 7-9.
ibtm arabia 2016 - Discovery Day
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#TheCommunicationStrategiesEdition
THE COMMUNICATION STRATEGIES EDITION BIZ EVENTS ASIA BRINGS YOU INSIGHTS ON THE IMPORTANCE AND EFFECTIVENESS OF GOOD COMMUNICATION STRATEGIES.
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LINKING THE DOTS In today’s challenge of information overload and diminishing unique selling points amongst products, the current business landscape is for survivors of the fittest – a war zone. Companies are either being bought out or merged. Some are retrenching whilst they restrategise. A few rebrand to freshen up appeal to attract new audience, while others combine matching expertise through partnerships to gain market share. No matter what, these changes are distractions in long-term business planning against the beastly and unpredictable macroeconomics. Sun Tze, a brilliant military strategist, philosopher and author of the book, The Art of War, has two famous quotes: Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. If words of command are not clear and distinct, if orders are not thoroughly understood, the general is to blame. But if his orders are clear, and the soldiers nevertheless disobey, then it is the fault of their officers. For professionals who work in a regional or global capability, how can one maintain sanity and calmness between forming strategies and communicating them? If what Sun Tze said rings true, do business leaders really understand the power of communication and its strategies?
FALSE PERCEPTION Like marketing, the function of communication has traditionally been viewed as the “necessary evil” in expenditure. It is seldom associated with revenue generation the way sales and business development function is. Ironically, when revenue falls below par and sales staff could not provide satisfactory explanation, communication specialists are expected to save the day; creating “free” editorial exposure through contacts that
IN THE WORLD OF BUSINESS FRUSTRATIONS, COMMUNICATION STRATEGIES AND ITS SPECIALISTS COULD BE THE KEY TO CLEARING THE FOG PREVENTING THE TARGET AUDIENCE FROM HEARING ITS SELLERS. WORDS: EL KWANG JOANNA ASH-ONG
could immediately drive sales lead. Evidently, this is a highly reactive response that too many communicators experience but few are willing to voice them out openly. The number of communication specialists on a corporation’s board of directors not being on par with the number of sales gurus and financial experts is an indication of the perceived lack of understanding for communication as a profession. According to Camilla Chiam, VP of PR & Communications at Carlson Rezidor Hotel Group, Asia Pacific, who sits on the company’s executive committee, “While some may feel that a life in communication is about turning up at events in a good looking outfit, the communication profession is not a life of glitz and glamour. In fact, it’s about rolling up your sleeves and going the extra mile to understand all facets of the business that you are in, in order to create an effective and enriching communication strategy.” She added that it is a fallacy that some companies feel that the communication department should be relegated to least priority with no assigned budget because it “does not” generate revenue. Chiam further explained: “Effective communication points, together with strategic counsel for both internal and external audiences, can levitate a company’s brand story along with ‘top of mind’
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recall, increase its ‘stickiness and feel good factor’ across all markets and effectively augment the company’s revenue generating capabilities.”
REASONS TO MAKE A CHANGE NOW Just imagine how the power of communication could change profitability when communication professionals are allowed to gain greater insights of the bigger picture instead of being treated as just a “press release” churner. Here are some reasons to do so now: Diminishing unique selling points where products and services are easily duplicated. A good communication specialist not only protects the brand, he or she also enhances its value proposition. Information overload. There are way too many channels distracting the target audience, causing doubts and confusion, and undermining brand loyalty. For example, a hotel chain would have a parent company website, the sub brand may have another and the respective hotels would also have its own dedicated website. Then, there could also be another created especially to manage a specific revenue stream like business events. So an event
planner may not know which website to visit to get the most relevant information. Information technology. The success of IT only means it is very easy for competitors to target the audience using similar key words, brand messages and promotions. Transient audience. As the younger generation rises through the ranks faster than a decade ago, they are given less time to accumulate experience and in-depth knowledge. They seek transient information that would allow them enough time to gain instant surface knowledge and manage a situation. Often they are not given the time and opportunity to think deeper and to get to the source of an issue.
THE MODERN COMMUNICATION The role of communication has become exponentially more important today than ever before. Public Relations (PR) is no longer a standalone function. It is now about constantly telling the corporate story through an expanded role, building the corporate brand affinity and advocacy through a robust CSR and sponsorship strategy that is aligned to the corporate messaging.
ICC Sydney Food Philosophy showcase in Sydney Audi Q7 Launch by Uniplan
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Effective communication points, together with strategic counsel for both internal and external audiences, can levitate a company’s brand story along with ‘top of mind’ recall.
AIA Music Run
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CAMILLA CHIAM VP of PR & Communications Carlson Rezidor Hotel Group, Asia Pacific.
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direct information source. In addition, the website showcases renders, floor plans and videos giving customers and stakeholders a clear idea of how the space will look like. The new centre is very clear with their mission to deliver a brand new experience, making Darling Harbour the global new benchmark of future events experience. On the Friday prior to the AIME 2016 tradeshow, a media experience pushed the collaborative spirit of Sydney message. The tour started from the Sydney Opera House followed by the Australian National Maritime Museum and an exclusive hard hat tour of ICC Sydney that finished and centred around the culinary experience the centre promises in a pop up marquee on Tumbalong Park.
Fundamentally, an effective communications strategy will always be aligned to business objectives and results. The strategy needs to be an integrated effort across multiple communication channels and communicated consistently, aligned with brand values, and encourage people to become brand advocates – whether they are employees, business partners or customers. Organisations need to be “You-centric” and bring the audience on a journey that motivates and inspires them, so that they are more connected and loyal to your brand and company.
FRESH EYES, FRESH APPROACH Sydney faced the real challenge of selling itself as a convention city without a centre for over two years. For a
revenue stream that has large economic impact and stiff competition, the soonto-be-opened International Convention Centre (ICC) Sydney, pulled out all innovation stops to sustain business interest. What is admirable is the transparency approach. Peep holes on the hoardings at the construction sites enable the Darling Harbour pedestrians to learn and follow the progress as the building comes together. The ICC Sydney website provides clear information, latest news and timelines allowing
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We consult the experts in the industry and road-test the communication strategies before launching them
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Engage the employees, customers and the community with interactive real life experiences, through major events constantly and deeply. This way, the audience can better understand the company’s brand values and can build brand affinity.
In a one-on-one conversation with Samantha Glass, Director of Communications, ICC Sydney, Biz Events Asia asked about the pressure of implementing the correct communication strategies for a product that has already confirmed 35 exhibitions and numerous international events for its 2017 business events season. “We consult the experts in the industry and road-test the communication strategies before launching them,” said Glass. The business event industry seems to have benefited from Glass’ previous work experience with property developer giant GPT Group; her fresh eyes approach to deploying communication strategies. Strategies that truly focus on user experience.
SAMANTHA GLASS Director of Communications ICC Sydney
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MIND CHANGER EXAMPLES BY JOANNA ONG-ASH, GUEST EDITOR OF BIZ EVENTS ASIA AND HEAD OF BRAND AND CORPORATE COMMUNICATIONS FOR AIA SINGAPORE. For most event planners, the exacting demands of the market today put immense pressure on the way they need to think about events. More often than not, while attention is given to content and venue, the communication of these events have been relegated to a templated process lifted from the rhetorical spiel found in basic handbooks for new marketers. The diverse audience and their expectations today necessitate more thought given to deploying more effective communication strategies for events. The key factors to consider when planning the communication of an event would be:
Plans. A typical event needs at least three plans: The master project plan, the communications plan and the logistical plan. Before we start rolling out the pre-event planning, we will need to establish an outline of the dates and timeline needed. That would necessitate the start of the master project plan which includes the event date, key milestones, working team, task lists and deliverables. We might not have all the information at hand from the start but the project plan will help to trigger the right team members to work on obtaining the necessary information and pin down any relevant details that need confirmation well in advance. The communication plan will outline the stakeholders, date and content that need to be communicated to them. A complete communication plan will be integrated enough to include internal communication within the company which may be split into different target audiences (employees, senior management and front-line staff). The external communication again may be split into different target audiences from press to corporate partners and consumers at large. Once we have determined the target audience, the messages need to be tailored to the variety of media channels such as print and social media or direct mail packs. The communication plan needs to be governed by a timeline that allows for internal stakeholders to be communicated to first followed by external stakeholders.
Reading Room at Radisson RED
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Audience. There are different audiences to consider when developing a communication plan. Most event planners broadly consider the audience as “guests at the event” and would naturally pull together a communication strategy that could generally create bums on seats but with little consideration on whom that piece of communication would touch. The targeted groups of audience that would ultimately be stakeholders at your event could be internal or external. Within these groups, they could be employees, distributors, the executive team, the assistants of these executive team members who might be filtering the invitation, or the public at large which may mean the need to deploy mass media. As there are different sets of audiences to consider, the most effective way of communicating to them is to tailor messages to your target audience. Timing. 12 weeks in advance would be adequate time to start communicating about an event. This could even take the form of a teaser campaign or as simple as a “Save the Date” email. When considering timing, assess the environment during the date of the event. Are there conflicting events that could disrupt attention from your event hence the need for guerrilla marketing or more disruptive messaging within the communication? Are there events or hot topics in the press at that time that you could leverage in your communication? Media. The mode of communication is determined by the timing and the audience as well as the objectives of the communication. Communication strategy should always be integrated no matter the objectives and the audience. Depending on the objectives, an integrated communications plan could deploy PR outreach, social media contests, gate-keeper incentive campaigns to mass media campaigns, digital campaigns and direct marketing campaigns. No matter the media and objectives, today’s time-starved audience would require succinct communication through the use of visually-driven communication tools like data, infographics, and videos. These should also be easily shared to expand awareness for the event as well as to generate leads.
Engagement. Often neglected, audience engagement is one of the most important aspects of a good communication strategy. Pre-event, during and postevent engagement helps you build a relationship with your different target audience. Pre-event engagement could start with focus groups and surveys that encourage the audience to co-create content for the event and discover their preferences. On-ground engagement activities including field marketing activities could help drum up interest for the event. This could be as simple as a message outreach through desk drops that could come with a relevant gift, or a road-show. If you find that often, the gatekeepers like the assistants to C-level executives are the ones who might read your event invites first, why not try a gate-keeper strategy where you do a desk drop of the messages and a gift targeted at the assistants to encourage them to get their bosses to be at the event? During the event, create an event handle and encourage the audience to tweet their thoughts and opinions throughout the event. This in itself forms user-generated content that could be used for future events or even as discussion points at panel discussions that have been incorporated to the event. Post-event engagement is as important because you would want to garner feedback about the event, and further curate content ideas that could be used for future events.
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Brain Box Setup Radisson Blu Bangkok
to the creation of their “Experience Meetings� (EM) package and the on-trend Brain Food catering options. This year, Carlson Rezidor Hotel Group is also committing to a USD70 million global investment in digital technology that will be holistic, encompassing digital and e-commerce technology. The scope includes brand individual platforms to combined responsive websites and apps that will aid meeting planners in understanding their product better.
the desired target audience. This linkage promotes seamless experience and customer service that changes the mind of buyers and customers in a positive way. Ultimately, communication is powerful and it is considered a real mind changer. Brain Food Yogurt
Essentially, good communication specialists have the ability to link the dots within an organisation, thus, allowing a collectively effective approach to connect with
SPEND TO MAKE MONEY Investing in proper automated tracking tools may save labour costs in the long run. Australiabased award-winning integrated communication agency, Zadro, was appointed to manage communication for Business Technology Conference and Exhibition, CeBIT Australia weeks prior to its 2015 show. With the right tools, Zadro generated a report justifying over AUD6 million (USD4.3 million) worth of PR value. This 129-page report provided useful high-level yet detailed data track across six channels like the effectiveness of speakers (what they got paid versus what media traction they received), traditional metrics such as clippings and advertising value equivalents (AVE) plus metrics around influence, reach and key message use. Essentially, the client could use this report to garner larger sponsorship, partnerships and government funding.
Radisson Red Exterior
Investing into engaging customers is also of utmost importance. Through effective communication, Carlson Rezidor found that their clients desire personalised, bespoke meeting objectives and experiences which led Radisson Red Bedroom
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NEW DELHI
AEROCITY
AWARDS AND
WWW.WOWAWARDS.COM
#WowAsia2016
CONVENTION ASIA CULTIVATING WOW EVENTS & EXPERIENCES
ASIA’S LARGEST BUSINESS AND RECOGNITION PLATFORM FOR THE MICE LIVE MARKETING & ENTERTAINMENT INDUSTRY!
CALL FOR ENTRIES NOW OPEN REGISTER FOR WOW AWARDS 2016 AND GET THE RECOGNITION THAT TRULY MATTERS
JUNE 23-25 2016
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M A N T E I V OF S E ITI PS TO L I IB ROU S S PO AL G RM? E H T ION ’S CHA E T R A AT A NTERN NTRY H W G I E COU N I ACT CE TH R T AT IEN R E EXP
Turquoise Dragon Bridge With Firing In Danang Vietnam
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BRINGING IT HOME A BUSINESS EVENTS FAMILIARISTION TRIP IN VIETNAM INTEGRATED CREATIVE TEAM BUILDING ACTIVITIES WITH A TOUCHING CHARITY GESTURE. WORDS: LOUIS ALLEN
In what seems like a lifetime of familiaristion trips, perhaps the most unusual was no further away than my new home city of Danang, on Vietnam’s central coast. Run by the nation’s largest travel company – it has its own tour coaches and hotel properties – the Vitours Danang MICE Fam Trip attracted nearly 30 business events and incentive planners from travel companies throughout Vietnam. First stop, the group arrived at the new Galina Da Nang Mud Bath & Spa overlooking My Khe beach and were then split into teams for the first of a series of fun ice-breaking exercises that always seemed to verge on the naughty, led by the Vitours team building guys.
completed behind a faux rock facade topped by a castle. As well as a sauna and steam room, the property even has a modest meeting room. Next up was a boat trip to a private beach on Son Tra Peninsula, courtesy of cruise company Seahorse Yacht. Once there, everyone had to put on a life jacket and swim about 100 metres ashore, but as I jumped into the water, there was a sinking feeling as I saw my glasses disappear into the depths beneath my feet. Thankfully, the team sent down a diver and a recovery was made within minutes. After showers, a kayak race put teamwork strength to the test as teams hauled buoyed prizes from the sea.
TASTE OF HISTORY
After much hilarity, we faced our first team challenge: building a boat from a cardboard boat and duct tape, and solid enough to hold two rowers for a race the length of a swimming pool.
Past the resorts and soon-to-be-open resorts along the coastline, the group travelled to the ancient town of Hoi An. At the Hoi An Silk Village, the group learnt about silk worms’ weaving process, and inspected the resort being built there.
This soggy event was followed by the opportunity to experience the warm outdoor mud baths and inspect the new multi-level spa section, still being
After dinner at the village, the group checked-in at the Almanity Resort in Hoi An and spent the morning exploring the hotel. Wellness is a key focus at the
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resort, with a special spa experience being integral to the guest experience. Next, the group visited Vinahouse Space in the countryside near Hoi An, which features old Vietnamese houses and furniture – much like a museum – as well as traditional activities such as wood-carving. After more team building warmup exercises, the teams competed in a traditional cooking session, followed by a prize-giving and lunch in the restaurant that echoed the traditional Vietnamese conical hat in its architecture. Then it was back to Danang, and on the coach trip to the Ba Na Hills attraction, we were told our mission was to sell our collection of team building prizes (mainly souvenir items) to tourists, with the money to go to orphaned babies in a hospital. Ba Na Hills is run by the giant Sun Group, which has just opened a 40 kilometres, four-lane highway from the city to its cablecar access (the longest cablecar in the world). The selling went well (I turned out to be top salesperson, simply because I could speak to international tourists).
MEETING THE ORPHANS On the way back into the city we took a detour to visit the orphaned babies in a village hospital on the edge of town. We presented the money raised - topped up by our group leaders from their own pockets - and met some of the children and other residents. After checking-in at the four-star Green Plaza Hotel beside the Han River in the city, the group attended a gala dinner in an offsite restaurant. A sudden crackle of fireworks burst a wall of balloons to reveal a mural that made sense of our abstract artworks from the boat. It was a fun evening with heaps of audience participation, and a local comedian as the emcee.
evolving attraction, Asia Park (also run by the Sun Group), where we were treated to a ride on a giant Ferris Wheel.
After inspecting the Harems Cruise vessel on the river on the final morning of the fam trip, the group visited the award-winning Intercontinental Danang Sun Peninsula Resort, another Sun Group property, as well as another
From CSR activities to a dynamic list of accommodation, unique venues and team bonding activities, together with budget-friendly entertainment options, make Vietnam an ideal destination for incentive groups of all scale.
Our visit wrapped up with a site inspection of a new hotel in the French Village, slated to be taken over by AccorHotels, which is presently building a series of food outlets there.
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A I S E N O D IN o t n I lve
#De
IN
E OF 2016? M O RE S OCUS IN A T WHA S KEY F IA’ S E DON
Indonesia Convention Exhibition (ICE)
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STILL IN DEMAND WITH OVER 17,000 ISLANDS STRETCHING OVER 5,000 KILOMETRES, INDONESIA AS AN ARCHIPELAGO OFFERS ALMOST ENDLESS POSSIBILITIES TO THE BUSINESS EVENTS AND TOURISM SECTOR. WORDS: DANIEL ASWIN Being one of the income earners for the nation, the tourism industry contributed up to USD10 billion in 2014 with over nine million visitors to the country. Last year, Indonesia targeted 10 million visitors and projected up to 20 million visitors for 2019. Among this number, the Ministry of Tourism is focusing one of its strategies towards MICE with the plan of officiating an Indonesian Convention and Exhibition Bureau as well as developing 16 MICE destinations within the archipelago.
GEARING UP FOR MORE 2016 is set to be a new test for Indonesia’s tourism especially from MICE perspective as there are several international events set to happen in the country including the PATA Travel Mart that will take place in the nation’s capital, Jakarta in September this year. That being said, is the country geared up to meet the new demands of the market? We talked to both new and senior players in the industry to figure out what’s trending and where is Indonesia’s MICE heading to. According to Felicia Setiawan, Director of Marketing Communications of Fairmont Jakarta, MICE business has evolved quite significantly. It is no longer just about providing the space. Quality service and products also play a crucial role to the entire event experience: “MICE organisers and providers have become more creative in pitching for business. Unique venues, green meeting packages, innovative
food and beverage presentations, health conscious menus and themed coffee breaks are getting more and more popular in urban communities.” Ika Nazaruddin, Public Relations Manager of PACTO Convex added: “Companies tend to be more cost conscious, conferences that are usually held for three to four days are cut short to ensure a more efficient event. Other costs like dinners, printings and such are minimized. With the help of technology, people are choosing to go digital – a greener option for their functions.”
OVER SUPPLIED? HARDLY Further east, Bali sees a significant growth in the business for 2016 compared to 2015, “In general the leads we received are much better than last year, we do hope 2016 will be a positive year.” said Dewi Anggraini, Director of Marketing and Communications of The Westin Nusa Dua, Bali. “The trend now is that companies are looking for five-star luxury to above five-star resorts in Bali,” according to Sumadi, Pacific World Bali’s Meeting & Incentive Manager. “They’re not just looking for spacious venue, but also quality services, product and privacy as well.” For quite some time, Nusa Dua has been the main destination for business events but according to Sumadi, his clients are now looking at other parts of Bali like Ubud as their destination, “Ubud still has a long list of homework to be done in order to
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Fairmont Jakarta Ballroom
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is no longer just about providing the space. Quality service and products also play a crucial role in the entire event experience.
Since its grand opening in August 2015, the Indonesia Convention Exhibition (ICE) has become the “new big thing” in the country’s MICE industry. Designed to be the biggest and most spacious exhibition and convention center in Indonesia, ICE spans over a total area of 220,000 sq m and is currently being operated by Germany-based Deutsche Messe. According to Gabrielle Angriani, the Marketing Manager of ICE, Professional Conference Organisers (PCO) and Professional Exhibition Organisers (PEO) are planning events that are getting more creative in order to attract more visitors. They need a larger and flexible venue for such creativity. Visitors are also getting more digital-savvy, utilising phone applications and posting in social media about events they attend. “PCOs and PEOs need larger venues and the visitors need venues that are well-equipped with WiFi. And ICE is able to offer these services. We are also currently preparing for the ICE app that can be downloaded
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accommodate the MICE business. Road accessibility, distance and venue selection are some of the considerations for us before we can confidently offer Ubud as a destination. At this moment we do not have a venue that can accommodate up to 1,000 guests at once,” he explained.
on smartphones where PCOs and visitors alike can get information about the events happening at ICE” explained Angriani.
Even with multiple options in Jakarta, Bali is still the number one choice for MICE, especially with international events as planners see that Bali is more ready to accommodate them and offers a wide selection of both business and leisure facilities. “Incentive remains the number one request, however companies now incorporate a full- to one and a half-day meeting into their incentive programmes,” as pointed out by Sumadi, Pacific World Bali’s Meeting & Incentive Manager. “East Indonesia areas like Lombok to Komodo Island are also seeing a rising popularity especially for smaller incentive groups,” he added.
Pacto Convex
With plans of further development in other areas in Indonesia to support the MICE business, the world will soon have more options for their events. Along with what the archipelago has to offer, it is time to break the boundaries between leisure and business. An annual board meeting onboard a Phinisi schooner to Raja Ampat? Or a team building activity on a secluded island? The options are endless. All it takes is your imagination and Indonesia’s scenic beauty and warm hospitality.
Pacto Convex
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IMEX
Frankfurt
19–21 April 2016 “This is where events take shape.”
Events are born out of great conversations There are many advantages to be gained by coming to IMEX: you can get business done in half the time, make new contacts, and find out what’s new in the international meetings industry. But the real benefit of coming to IMEX – the thing that everyone loves – is meeting people face to face. Having a conversation about a forthcoming event is so much easier – and more enjoyable – when the person you’re talking to is si!ing opposite you. IMEX is the place where business relationships are born – over smiles, handshakes, coffee, smoothies, baklava, tapas, dim sum, sushi, olives, wine, brandy… you get the idea.
imex-frankfurt.com Call: +44 (0)1273 227311 Email: info@imexexhibitions.com Tweet: @imex_group
Come to IMEX, 19-21 April 2016, Frankfurt. We look forward to seeing your #IMEXsmiles. Register now for IMEX 2016 imex-frankfurt.com/register
The worldwide exhibition for incentive travel, meetings and events.
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TO T N I ES LEN R U A T T ION N E T E CAS A V SIA HOW MUNIC A TS TO S M NT N O E E C V E N EV ONG O R Z I I S E B G K CUSE R TH S. N O H FO ES FO ILITIE T THA ATEGI APAB C STR IVERY DEL
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LIVE COMMUNICATION INTERNATIONAL FULL SERVICE AGENCY, UNIPLAN HONG KONG, PROVES COMMUNICATION STRATEGIES MAKE EVENT SUCCESS. WORDS: EL KWANG & GINA SIN There is money in business events; especially in the experiential marketing events arena of product and brand showcases. This arena is highly competitive because often, it seeks to engage and convert consumers into brand fans. The consumer behaviour and mindset can be complex like a maze. One thing is for sure: In Asia, the consumer mindset is constantly changing as the growing middle class becomes more affluent and the wonderful world of digital makes information readily accessible. Dentsu Aegis Network sponsored an Economist Corporate Network (ECN) “Asia’s Digital Disruption: How technology is driving consumer engagement in the world’s most exciting markets” report that gave marketing event professionals a run for their money when it comes to creating
engaging events that drive optimum return on investment. Often event ideas are hard to trademark. Once they are exposed on the Internet or experienced, it will not be surprising that ideas will be modified and duplicated in another location. What separates men from boys in the world of events is the ability to create and implement communication strategies. Daphne Choi, Managing Director of Uniplan Hong Kong explained, “A good communication strategy is one that responds to the client’s objectives, exceeds audience expectations and drives key messages to the audience as well as taking the brand’s DNA and bringing it to life. Clients nowadays are no longer asking for simple event management solutions, but a full creative concept and development as well as branded content and experience.
In this case, an effective communication strategy is critical.”
DAPHNE CHOI Managing Director Uniplan Hong Kong Ltd
UNIPLAN HONG KONG’S EIGHT USEFUL TIPS TO IMPLEMENTING SUCCESSFUL COMMUNICATION STRATEGIES FOR EVENTS: 1.
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Emotion is one of the most important elements in live communications and one of the most elusive. How do you evoke a certain way of feeling, and how do you make it last? You can have all the technical elements in place but still end up with a dry and indistinct event. Integrated marketing – Event planners tend to overlook integrated marketing as one of the main communication factors that could be leveraged upon to enhance the brand where you would be able to apply various tools and activities to the event such as social media, content development and motion graphics. Objectives of the event is important, but to fully understand the brand we are working with is equally as critical. Many event planners have overlooked this point and end up with an “event” and not an “experience”.
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Digital marketing – If it is a launch event, one should communicate these crucial factors, the product (or its brand), via digital marketing (content marketing) prior and during the event. Devise an experience you want for your guests. At the heart of a new landscape of content branding and the next generation of branding is where all brands shall live in an offline to online then back to offline life cycle. We call it omnipresent. No longer is traditional above the line advertising or branding sufficient to build a solid engagement with users. The use of interactive technologies mixed with branded content is vital in pushing user demographics to new levels. Technology, marketing and creative all have equal positions at the table. A company must realise that all programmes need to flow through this type of cycle. MAR 2016
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#DelveInto
UNIPLAN HONG KONG PRESENTS BIZ EVENTS ASIA READERS WITH THREE CASE STUDIES:
#CASE STUDY
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AUDI Q7 LAUNCH Through extensive use of set builds (Hero Stage, Audi Quattro Ice Bar), interactive technologies (interactive glass walls, photo booths) and Motion Graphics using 10 projectors, Uniplan Hong Kong brought this to life and allowed the guests to experience the vehicle in multiple ways and created an event that was not only focused on the new Audi Q7 but also brought home Audi’s own slogan “Vorsprung durch Technik”.
Communication strategies used: Uniplan Hong Kong’s Audi Q7 launch idea was built on the overarching 35th Anniversary of Audi Quattro Technology. The agency connected the launch of the new Audi Q7 with the technological advancements Audi has made since the introduction of Quattro technology in the ‘80s. Drawing inspiration from the original 1986 Audi Quattro TVC, the agency designed a stage to showcase a hero pose of the new Audi Q7 in its most extreme form, being able to drive up an incline at a 35 degree angle. The event concept interprets the campaign’s tagline “The GREAT Quattro” as a play on “EXPANSION” in both the physical space and a state of mind. These elements were brought to live through the event execution.
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To be bold and striking in presence – A redesigned exterior leading to a surprisingly spacious interior. Also, a show with bold ambitions and striking presentation set in an expansive, seemingly “limitless” environment. To perform better, explore further – Over highways, inclines, tight corners and new terrains, discover new places with the car’s improved driving capabilities as new technology unlocks new ways to perform. To be precisely attuned to your senses – Cutting edge technology precisely configured by the senses: ambient lighting, Bang & Olufsen and Bose premium 3D sound system, configurable seating, outstanding interior quality and customisation. It was to be an immersive environment where the artful and the avant garde blended together.
Innovative technologies that allowed the audience to interact with the brand in various ways included photo-taking stations, interactive glass walls and LED wristbands for a Lucky Draw. By using interactive techniques, the experience was more personalised and guests left the event with a lasting impression of the product as well as the brand. Results: Our launch concept and key visuals were both reused in other markets and for ATL communication channels by the client. Extensive coverage of the launch event by media and social media from over 800 media and VIP guest attendees. The success led Audi to use the same idea for their Q7 launch in other global markets including Malaysia and Taiwan.
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02 #CASE STUDY
LONGINES HONG KONG INTERNATIONAL RACES (LHKIR) GALA DINNER
Communication strategies used: Uniplan Hong Kong created a journey of branded experience for over 1,000 exclusive VIP guests, bringing out the brand equity of Longines of Elegance, Precision, Performance and Tradition and to highlight the relationshipbetween Hong Kong Jockey Club and Longines in the horse-racing industry. Upon arrival, guests were immersed in the theme “The Time for Legends”, which was brought to life in numerous ways. Trophies of the LHKIR along with displays of Longines’ collection of timepieces were displayed in the foyer while the theme was carried through to the Gala Dinner with three different acts. Act I: The Legend of The Horse, displayed the power, strength and intensity of the horse and Longines through a powerful opening performance by 20 drummers placed around the room echoing the hands of a clock. Act II: The Legend of The Jockey, paid tribute to the precision, skill and talent of the jockey through an innovative and elegant interactive dance combining live visuals,
dance movements and sound design to create a compelling and unified experience. Act III: The Legend of The Cup showed the success and pinnacle of achievement the Cup represents, which was portrayed to the audience by the Earth Harp, an international, renowned performance that competed in America’s Got Talent, along with a live band and aerialists, concluding the evening on a high note that left the audience with a true sense of HKJC and Longines. Results: Over 1,000 VIP guests and media attended the event, including celebrities such as the renowned Jennifer Tse and famous Hong Kong Actress, Sharon Chan. Guests were amazed and impressed by the entertainment of the event, claiming that the event was one of the most spectacular and captivating horse-racing events they have ever attended. The Legend of the Jockey, the act with the interactive dance, received praise for the precision and unity of the dancers and the meaningful visual content the performers danced to. Many guests provided extremely positive feedback on the overall elegant and dramatic atmosphere that has a luxurious twist to the event, which vastly differed from previous years’ race.
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#DelveInto
03 #CASE STUDY
STUDIO CITY MACAU GRAND OPENING EVENT
Communication strategies used: Uniplan Hong Kong was tasked to manage the international launch of a global brand, in an up-close and personal, experiential manner. One focus was the official brand extension “Studio City LIVE ”, and to create a platform showcasing the unique experiences and offerings of the Grand Opening event for Studio City, Macau that represents the culmination of all the elements of the hotel; providing guests with world-class entertainment, and putting them directly in the heart of the action. It was important that invited celebrities do not overshadow the launch of the brand globally. Activating Studio City, Macau’s four brand pillars The four brand pillars (Glamour, Star Treatment, Blockbuster & Innovation) were
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utilised to underpin the entire guest experience. Using these pillars as key drivers of the communication narrative gave us a vehicle to deliver the key brand messaging in an experiential way. These elements were weaved throughout all the event elements (set and costume design, entertainment, scriptwriting, technical design & atmosphere) in both the Grand Opening show and the VIP gala dinner. Establishing Studio City as Asia’s entertainment capital Using entertainment known and loved from the past and present and using it as a platform to establish the new gold
standard for the future to showcase Studio City Macau will be the New Era of Entertainment.
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Exploiting the interplay on and across the boundary of the real and virtual worlds, guests were transported into a fantasy world that is Asia’s entertainment capital, Studio City Macau. Uniplan Hong Kong created the world’s largest casino launch, targeting an audience globally supported by more than 500 public relations and media partners. Elements included:
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Communication strategy is the cornerstone of an inspiring, engaging and powerful branded experience.
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DAPHNE CHOI Managing Director Uniplan Hong Kong Ltd
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An opening show curated for this launch event with over 100 performers within Studio City Macau’s new 5,000-seat Entertainment Centre. Gaining international attention by leveraging the world premiere of “The Audition,” academy awardwinning director Martin Scorsese, Hollywood icons Robert De Niro and Leonardo DiCaprio, and acclaimed producer Brett Ratner were invited to Macau. Other celebrities at the launch included Mariah Carey and Hong Kong singer, Aaron Kwok. K-pop Sensation SISTAR also performed for over 4,000 guests. Results: An immense success with worldwide press exposure from major media partners across the globe. Numerous VIP guests feedback that the launch was by far “the best casino launch” they have ever attended. The launch attracted over 35,000 people to visit the property on the Grand Opening day.
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#Associations
AUSTRALIAN PCOS KEEP ASIA PACIFIC MEETING ASSOCIATION MAGNET ADELAIDE HOSTED THE ANNUAL PCOA AT THE END OF 2015, AND SHOWCASED STRONG COLLABORATION AND CONCEPTS FOR THE ASSOCIATIONS SECTOR. WORDS: JENNIFER SALSBURY
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Adelaide was the backdrop for a regular jamboree of industry events through 2015 and who better to host than the very active group of Australian and New Zealand Professional Conference Organisers (PCO) who gathered together at the end of the year for the PCO Association Annual Conference & Exhibition – PCOA15 running November 28 through to December 1, 2015. Commenting on the developments in the City Damien Kitto, CEO of Adelaide Convention Bureau said “Adelaide has experienced the construction of an unprecedented amount of infrastructure in recent times with the AUD3 billion (USD2.15 billion) redevelopment of the Riverbank Precinct well underway. We are now entering the next stage with the commencement of upgrades to the remaining sectors of the precinct project as well as a number of hotel builds due for opening in 2018. It is this level of change and development that made hosting the PCOA conference in December an exciting opportunity to showcase our city to industry delegates. We were also fortunate enough to have the PCOA conference closely followed by Tourism Australia’s Dreamtime. The time certainly is now for Adelaide.”
NOW IS THE FUTURE PCOA15 was the eighth in the series of annual conferences taking “Now is the Time” as the theme and the atmosphere was electric – this is clearly a group with intense feelings for the industry. A flurry of tremendous speakers from the start pepped up the proceedings, making us all think about what we’re doing with a series of “how to” smaller sessions addressing specifics to support. Emcee Warwick Merry skilfully linked an eclectic mix of keynote speakers from futurist Tim Longhurst to artist Stuart Robertson with his amazing project “Peace in 10,000 Hands” and the truly inspirational Daniel Flynn of the Thankyou Group – if you see their bottled water on sale anywhere, just buy it and be inspired. “If you don’t change the game someone else will, we must be willing to challenge the way things have been done before,” he said before going on to quote Muhammad Ali: “Impossible is just a big word; impossibility is only an opinion.” Read the story of why and how they produced Thankyou products – his presentation was titled “How to be Remarkable” for a reason! There was a definite feeling that effective communication to put the message across was critical to sharing imaginative solutions with clients for revamping events that may have been working well in the same way for years, but could really do with an overhaul in how they are proposed to the next generation of delegates – and this meant lots
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#Associations
Meetings and Events Forecast before inviting her Sydney-based colleague, Adeline Kang, to the stage to present the detail of its survey findings. Key Emerging Trends from American Express’ 2016 Global Meetings and Events Forecast: As compliance needs shift, meeting owners should be aware of their potential impact to minimise risk workforce are driving exciting changes in incentive experiences Mobile apps are increasingly used to inform and engage attendees as well as analyse meeting experiences
on social media and how to attract attention in a crowded market already bombarded with information. Jonathan Crossfield, Storyteller, summed this concept up, with a nod to Shakespeare and Marvel Comics in his presentation “To Tweet or not to Tweet – Is that Really the Question?”. Roger La Salle offered a structured approach to innovation with his “Opportunity Matrix” to develop a “Thinking platform for PCO’s”. “Any profitable business draws competition,” he says. “Look at what has already been working and do it better by asking ‘Where does your market cluster?’” In other words, work out what you want to do, choose the best platform and make it work well – he cautions against juggling with too many options and LinkedIn clearly tops the list in this instance. Several speakers made the point that keynote speakers today could no longer just be entertainers. There had to be an educational element in their deliveries and these days we all need to be more agile, open to change and just generally more responsive. Having set the tone, the work sessions followed on fast, entertaining and to the point as proceedings got down to business.
HIGHLIGHTS A Memorandum of Understanding (MoU) was announced with MACEOS (Malaysian Association of Convention
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and Exhibition Organisers and Suppliers) and Dato’ Vincent Lim, President, was beamed in via a link from Kuala Lumpur. Keen to develop relationships within Southeast Asia, Dato’ promised to attend the PCOA event in 2016 endorsing PCOA’s theme of “Keeping Asia Pacific Meeting”. Also speaking remotely from Japan was Belinda Doery, Director APAC of American Express Meetings & Events who encouraged the audience that meetings will be increasing as organisations grow into different regions around the world, and introduced three rising trends – compliance, incentives and mobility – as identified in their 2016 Global
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The forecast also highlighted that budgets, though thankfully available, will be tightly managed to ensure the critical effectiveness of the event and the return on investment (ROI) – one clear reason for having a specific Conference app and a compelling postevent survey. JENNIFER SALSBURY Contributing Editor
Spending time with Barry Neame and Peter Sugg, PCO Association President and Secretary respectively, they outlined how the PCOA had facilitated this successful and dynamic atmosphere for professional development and skill acquisition and explained the “Why, What and How” of the creation of the organisation: Why – People want to be a part of something focused What – Tapping into this need the members “poured through the doors” How – The industry believed in them and helped the organisation to set up and encouraged an annual conference Founded 10 years ago the group has been careful to always keep a matching balance of PCOs and suppliers attending the event. The brand has gradually evolved under a group of three staff and six councillors covering each state and New Zealand together with
the two officers. They felt this balance was essential and have reached their self-imposed maximum level of 60 business partners working collectively with the objective focused on maximising productivity – there were many chances to meet their partners during the coffee breaks and lunches held in the exhibit hall. Devising a relevant programme for the event is of high importance to them and there are two or three key high-level issues regularly included: economic development, trends and aviation. With no country-wide database in Australia, the in-house conference organisers in associations are a prime market sector being approached for membership. This is an interesting development and already some member PCOs manage associations as an Association management company (AMC). There is strong collaboration with Asia and representatives of PCOA will join a Research Managers’ conference in Singapore to network with Asian universities – already it seems there are some interesting projects starting up. Providing an opportunity for further knowledge exchange the MoU with MACEOS means that there have been practical discussions around many new venues coming on stream within the region.
“If you don’t change the game someone else will, we must be willing to challenge the way things have been done before.” DANIEL FLYNN Co-Founder, MD Thankyou Group
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#Associations
ADELAIDE BOUND POST-PCOA 2015, A SELECT GROUP EXPERIENCED HOW ADELAIDE CAN CREATE A UNIQUE SPACE FOR DELEGATES TO ENCOURAGE CONNECTION. WORDS: JENNIFER SALSBURY
Being fundamentally a very social group, networking at PCOA conference’s social events was an important part of the exchange and the Adelaide Convention Centre’s creative culinary teams again came to the fore with excellent catering service to encourage these discussions. Adelaide shone with a reception at the end of the second day which drew people out into the early summer evening for a stroll over the river to the epic Adelaide Oval – just recently the location for a hot series of Cricket Fixtures and the ACDC Concert on the Rock or Bust Australia tour.
WINNING TOUCHES The PCOA took the opportunity of these auspicious surroundings to present two awards – Francis Childs, who was stepping down as NSW PCO Association Councillor from 2011 to 2015, “In recognition of Commitment and Service to the Business Events Sector in Australia”, and Jenifer Dwyer Slee, “In recognition of Support, Encouragement and Mentoring to the Business Events Sector in Australia”. “Grow Against the Odds” was the challenge thrown out by International & Australian Motivational Speakers (ICMI) speaker Brad Smith, the founder of Braap Motorbikes, Australia’s own Motorcycle company. And with this thought the PCOA15 wound up a great event until next time in Brisbane from November 27-29, 2016.
OUT AND ABOUT IN ADELAIDE Now is certainly the time to take a look at meeting in Adelaide with the development of the South Australian Health & Medical Research Institute (SAHMRI). The next day a few of us joined a tour, courtesy of the Adelaide Convention Bureau. A hearty breakfast at the Hilton Hotel hosted by Michael Chidiac, Conference and Catering Manager, set everyone up for the day which was a wonderful introduction to what’s possible in and around this Festival City. “A Big Country Town” they say, and we heard all about it from SeaLink’s Rowena Hodder who covered Kangaroo Island Adventure tour options as well as what’s possible in town. A pretty big town, I’d say, filled with galleries and parks and new exciting convention developments.
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We dropped by the Adelaide Zoo where some giraffes were waiting to greet us; such a great setting with lawn surrounds and so many experiential options, from Pandas to Wombats as Chantelle Howie of Zoos SA and Christopher Horner of Blanco Foods and Events were keen to tell us about. Onwards and upwards into the Adelaide Hills where we arrived at the Glen Ewin estate and were met by General Manager Krijn van der Giessen – not actually a winery, he explained, but being in the midst of the world-renowned classics of the Barossa, McLaren Vale and Clare Valley, they stock some stunning choices from smaller boutique wineries at their Cellar Door and
produce wonderful fig jam and other fig products under the “Willabrand” name. The estate has a fascinating history and owners Bill and Wendy Wauchope have restored a fig orchard to its former glory converting former outbuildings into function venues for weddings and banquets. We, however, dined “en plein air” straight out of a Monet painting on this estate. Moving back into town the wine tasting continued at the National Wine Centre where Leticia Dunning introduced the vast choices which is all you might imagine from the national selection of such a great wine producing country – what a treat for delegates attending an event in Adelaide!
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#Engage
IMEX FRANKFURT 2016 BIZ EVENTS ASIA SPEAKS TO CARINA BAUER, IMEX GROUP CEO AND FINDS OUT HOW THIS YEAR’S IMEX FRANKFURT TRADE SHOW WILL BRING MORE VALUE TO ITS ATTENDEES. From April 19 – 21, 2016 at Messe Frankfurt, IMEX Frankfurt will provide new exhibitors, educational tracks and networking opportunities dedicated to the business events industry. IMEX has also added new key features to its distinctive hosted buyer programme. European buyers will be able to extend their visit to IMEX and opt in advance for a three-day programme. This will allow more time to complete business objectives and take part in networking events and education sessions. Revised group appointment timings will give hosted buyers more time to explore the show floor – the show will now open at 9.45am, with no group appointments scheduled before 11am or after 4pm. More flight options are also available, as well as a wider variety of complimentary food options offered at the hosted buyer lounge. Demand from buyers to attend is at an all-time high with 24 new hosted buyer groups already confirmed from around the world including Germany, Poland, China, South Africa and South
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America. The International Special Events Society (ISES) is also bringing their Global Event Summit to the show for the first time. As always, among the 3,500 exhibitors who represent 150 countries, IMEX will feature a host of new meetings industry suppliers, destinations and venues who use the show to launch their products and services to the market. Q: How different will this year’s education programme be? A: Two new themes have also been introduced for the education sessions. “Business + ME” focuses on personal development, CSR activities and well-being, while the other focuses on the sharing economy and how it is reshaping the meetings and business events industry. We continually review and develop our education programme for each show in response to visitor feedback and key issues and trends in the industry.
A big theme for IMEX this year is the sharing economy with education sessions exploring how it is currently reshaping the way we travel and do business. PwC predicts that the shared economy globally will grow from a value of USD15 billion in 2013 to USD335 billion in 2025. With the world of work rapidly changing, these sessions will address what we need to know about this new model for business including a high level panel discussion, due to take place on Wednesday 20 April, which will debate its impact on the meetings industry. The Inspiration Hub, home to all the show floor education, will also host experts exploring personal branding, business skills, creative learning, marketing & social media, research & trends and technology. New this year, the Professional Convention Management Association (PCMA) is bringing its prestigious
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CARINA BAUER IMEX Group CEO
attendees are sure to find a session that matches their needs, both professionally and personally. Q: Is mobile technology a disruptor or a useful servant? A: Our recent survey, in conjunction with MPI, found that 40 per cent of respondents agreed with the proposition that “to maximize attention, delegates should be banned from using personal devices during conference sessions and meetings.” Although this is less than half of the respondents polled, the results point to considerable debate in the industry about a “no device” policy, with planners considering whether to fight devices and their content or accept and even integrate them.
Business School to Europe for the first time alongside IMEX in Frankfurt. This free programme is open to all and offers executives the chance to develop core business skills and learn from an MBA level professor. Dr. Kaihan Krippendorff, renowned business strategist, consultant and best-selling author, will lead the interactive session on “The Outthinker Playbook – Devising Disruptive Strategies”, exploring how to cultivate new approaches to business thinking and adopt a fresh “outthinkers” approach in response
to changes in business. Kaihan will help delegates to develop new strategic thinking habits for solving real challenges and reach “strategic clarity”. The innovative class is also CMP certified. Also new this year is a series of TEDstyle talks – short, highly focused sessions examining “Trends and FutureThink”. All in all, with over 180 education sessions at IMEX in Frankfurt this year,
Of course, there are a huge number of meetings and events specific apps which do a great job of enhancing and improving the event experience – both before, during and after the event. These tools clearly make mobile devices a very useful part of the meeting session or event. We’ve noticed that many companies have shortlisted for our start-up technology competition, #IMEXPitch, which focuses on apps as their main product offering, demonstrating that this is fertile ground for fast innovation and added value in the sector.”
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PRACTICAL HOW TO IN COMMUNICATION BIZ EVENTS ASIA PUTS CHARISMATIC YOUNG GUN MICHELLE JAMIESON, CORPORATE DIRECTOR OF MARKETING COMMUNICATIONS FOR CENTARA HOTELS & RESORTS TO THE TEST OVER COFFEE IN BANGKOK. WORDS: EL KWANG
SIX HOT TIPS MICHELLE WOULD GIVE HERSELF 10 YEARS AGO KNOWING WHAT SHE KNOWS NOW: TIP 1
TIP 2
Understand the nature of change and how to manage it. In a fast-paced environment such as communications and communications technologies, especially within the service industries, to be able to adapt and influence change is vital if one is to stay relevant and be able to take on leadership positions. Change, by its very nature, is embedded in the business environment, and right at the centre of that environment is people.
Build a global perspective. Understanding the bigger picture of what is happening around the world and in particular in the service industry, is essential in all problem solving situations. Solutions can come from anywhere and being able to identify where those potential areas are will enable solutions to be put into place more effectively and efficiently. How to: I was fortunate to have travelled a great deal around Asia and to many other parts of the world. Each place provided me with important insights on the culture and the behaviours within that culture. Having the opportunity to travel was a significant contributor to my overall education in communications and the service industries. While travel was important, I was always predisposed to looking for different solutions especially from a creative point of view. My travels together with my awareness of the challenges facing the industry convinced me that Asia was the place to be and a place that could provide important learning opportunities and challenges.
Understanding how to influence change within an organization or around a particular idea and engaging people in the process will determine the success of a change movement, no matter how small or how big it is. How to: Having recognised the importance of change management, I went on to do my Master’s degree in Change Management. The degree provided me with a mindset and tools to help identify the need for change and ways to influence that change whether in the public or private sector. After working for a number of years, the subject matter and opportunities to learn were made more relevant based on my practical experiences. Clearly within the field of public relations and marketing communications, having the capacities and determination to make change occur is a crucial skill and knowledge area.
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#TalentAndMentor
MICHELLE JAMIESON Corporate Director of Marketing Communications - International Centara Hotels & Resorts
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TIP 3 Share your knowledge. The best work is work that has been created with knowledge and input from other areas, allowing for a more dynamic and wellrounded viewpoint. Synergy between departments throughout a small or large organisation is vital to moving ideas and initiatives forward as well as developing strategic and well-planned activities. In part, to be successful one has to be willing to share and most importantly have the right skills and awareness to share that knowledge or perspective using a wide range of media and techniques. How to: Crave knowledge. I have always been interested in many different areas of the hospitality industry, especially from the perspective of communications and marketing. I used every opportunity to learn from peers and teachers throughout my studies and from industry experts through internships and work experience. Today, I am still learning and working to better understand all the moving pieces that make up a large international service business.
TIP 4 Understand culture and people – EQ (Emotional Intelligence). Anyone within the service industry, in particular hospitality, as a major contributing factor needs to be able to both empathise and understand the customer and the people whom they work with. How to: Coming from a multicultural background, I have been exposed to a variety of different cultures and environments. This exposure has provided me with an appreciation for the differences and the ability to interact and work with people from different backgrounds. With this type of understanding, I have seen that motivating, inspiring and encouraging others need to occur through techniques and activities that are most suitable and appropriate for them as it relates to culture and other demographics.
TIP5 Do not discount an opportunity or experience, even if it does not seemingly apply to life/career goals and objectives in the immediate future. Even if it is not directly related to a position or industry, there are always opportunities to develop skills, knowledge and perspectives that may apply directly to opportunities in the future. How to: Take risks and always invest in yourself especially when presented with a challenge. I have participated in activities related to operations within a hotel that allowed me to understand how a particular job was done as well as better understand the expectations of the guest. Many years ago I worked in a bakery, which has given me a very different perspective on the challenges facing frontline staff. I also worked as a hostess in a busy restaurant where I was able to develop a conceptual understanding of the service industries and a good grasp of what it means to work incredibly hard on the frontline. All of these experiences whether they do or do not directly relate to my goals have allowed me to become more successful in my approach to achieving those goals.
TIP 6 Be Passionate. I have seen from those around me who have been successful in their related fields are passionate about what they do. How to: Love your job. Sometimes it is easier said than done. I was fortunate to have been given the opportunity to intern at a young age where I developed and honed skills in communications, but more importantly, where I found my passion for communications in all forms. Hard work and passion are two of the most vital components to success from my perspective.
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CAMILLA CHIAM VP of PR & Communications Carlson Rezidor Hotel Group, Asia Pacific.
A MENTOR WHO SPEAKS HER MIND CAMILLA CHIAM SHARES HER THOUGHTS ON MENTORSHIP. The Millennials constantly ask, “What’s the meaning and purpose of all these?” It is a question that challenges and excites the hospitality industry at the same time, given that by 2020, half of the global workforce will be formed by the same generation. We constantly push to technologise, delight and create meaningful relationships with our guests so this should not be different in understanding our staff’s global cultures, the need for empowerment, advancement and a shared knowledge of the company’s modus operandi. Talent retention among the Millennials has been discussed ad nauseam, but has anyone ever seen a positive outcome, if this group does decide to quit? Having mentored individuals from various Asia Pacific countries at varying stages of their careers, the biggest takeaway is the realisation that change is inevitable. Even with the best of intentions as a “people’s person” to “give and give”, your mentee could perhaps reach a glass ceiling or grow out of their role and choose to leave the organisation. A mentor’s barometer of success is the ability to create an “alumni” of goodwill for their company, where employees past speak glowingly of their mentors and previous employment experience. Ultimately, the goal is for them to become KOLs (the popular Millennial term, “Key Opinion Leader”) and influence a new pool of fresh, talented blood into your organisation. A mentor/mentee relationship should be one that transcends geographical markets and time, where one day, you might receive a call from your Millennial mentee saying, “I really enjoyed working with you and would love to have the opportunity to do so again.”
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ia_BEA 1Page Aug-15 Issue.pdf
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# CATERING LAVISHLY REDEFINED LAVISH CELEBRATES ITS 18TH ANNIVERSARY BY COMMUNICATING ITS REBRANDING EFFORTS IN AN ELABORATE WAY. WORDS: GINA SIN Over 300 guests were transported back to almost two decades ago as LAVISH traced its growth as a catering service provider through a video of its humble beginnings and serving up local favourites of the 1990s at its recent 18th anniversary gala extravaganza. After revealing its logo, curtains behind the stage were dropped to reveal the future of catering, combining food technology and science to present its latest all-sensory, holistic gastronomic repertoire titled LAVISH 2.0. Beyond the simple application of techniques, LAVISH’s star Chef Teo Yeow Siang (also known as Chef Siang) curated a unique spread of food fashion that invited gastronomists to expect the unexpected. Unsuspecting diners were astounded by his welcome “pop” of Singapore Sling. Instead of being served in a tall glass, Chef Siang dreamt it up in a Singapore Sling sphere with mint granite giving the eponymous cocktail a sensual twist, using an encrusting technique known as “spherification”. Dragon’s Pearl
on the other hand, thrilled guests as they expelled vapours like a dragon through their nostrils when consuming Chef Siang’s adaptation of a frozen citrus foam, taking them beyond the typical experience of chaffing trays, canapes and food stations. Jerry Sim
Instead of sushi, a standing degustation menu of intricately created tasting portions known as ‘small plates’ were served on a carousal belt at the live station helmed by qualified chefs at the gala. This concept required immense planning to present to diners an all-sensory gustatory experience from delicate flavours to the fine presentation – a marked difference from regular live carving and cooking stations popular in recent years at catered events.
DEFINING SUCCESS Jerry Sim, Director of Strategic Business at LAVISH, who steered LAVISH through its rapid growth and rebranding said, “We recognise at the onset that as Singapore
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Lobster Fritters, Mentaiko Aioli, Seaweed Dust
LAVISH Culinary Theatre - Foie Gras Dome and Scallop Spring Onion and Yuzu
modernised to become an important meetings, incentives, conventions and events (MICE) hub, so will the demand for world-class indoor and outdoor catering. As the average spend per head more than tripled over the last 10 years from SGD70 (USD48) to SGD250, we leveraged on food technology and invested in our long-serving team to develop their passion and skills. Our service ambassadors are trained to provide intuitive service before the guests even ask for it. We re-looked each aspect of our business and even went on educational trips to enable the company to lead in the catering industry.”
Kylie Hall Lesley Renton Sharirah Shah Eunice Lai David Kwan
Tony Trickett and Ivan Heng
A member of the internationally acclaimed Singapore National Culinary Team, Chef Siang showcased some of the dishes that snared awards at the various prestigious international culinary competitions, including the Lobster Fritters with Mentaiko Aioli and Seaweed Dust, which led them to triumph over 60 countries and over 150 top international chefs at the Expogast 2014 Culinary World Cup in Luxembourg. Inspired by the special and sometimes challenging requests to create something new or unique for his customer’s events, Chef Siang enjoys watching his customers’ face light up when he meets their catering briefs. “It is my own level of ‘wow’. My team is very passionate about what we do. We
try to surpass ourselves because to us, each event is a special event,” said Siang. Of the demands LAVISH received today, Sim observed, “We are taking the road less travelled by providing the overall dining experience. Our planning would take into consideration the décor and ambient lighting to the ‘wow’ factor as well as minding cultural etiquette. Gone are the days when special diet means vegetarian or meat-free. Now, we have gluten-free, no shellfish, no flour, no mushrooms or no pepper requests. Even Jain and Kosher is no longer the only special dietary requirement.” Sim’s touch in handling catering events has brought LAVISH to greater heights. He has garnered many fans and friends along the way with his genuine desire to work closely with clients which has contributed greatly to the success of their events. Personal attention is given to every detail, ensuring that clients and guests enjoy an exquisite culinary experience. LAVISH held its 18th anniversary cum rebranding gala dinner at Flower Field Hall, Gardens by the Bay. Invited guests included loyal clients, suppliers, industry associates and event planners.
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STEP A LITTLE CLOSER THE USE OF BEACON TECHNOLOGY AT EVENTS ARE UNDERRATED, BUT THAT MAY BE BECAUSE EVENT PLANNERS ARE NOT AWARE OF THE EXTENT OF BEACON’S USEFULNESS.
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#WiredUp
Dusting down the crystal balls for their annual gaze into the future of business events, many industry “tech-sperts” have listed technologies they believe will have a strong influence on events throughout 2016 and beyond. Realities both augmented and virtual seem set to become more common, hybrid meetings look likely to increase, the Internet of Things will connect us in new and innovative ways and wearables should become more…well…widely worn. Sitting quietly amidst many of the experts’ tech roll calls is also the growing use of beacons, yet this seems to be one tech for which its full potential beyond a messaging device remains untapped and is perhaps not fully recognised by both planners and venues alike.
MUCH MORE THAN A MESSAGE “Pretty much everyone thinks beacons are hyper-local messaging, as it is the most basic use of beacons that is out there,” said Jamie Vaughan, MD EMEA of Eventbase. “However, this use has muddied the water.” “In addition to messaging there are sponsor activations based on where you stand and that can then be influenced real time and by how long you’ve been there,” added Vaughan. “It’s therefore using a bit more intelligence other than just location to send a quick engagement.”
“We’re very lucky that we have very advanced algorithms in our app where we manage user profiles, so the profiles that we use will contain elements of tag codes and ‘buying intentions’,” explained Vaughan. “For example, if a user stumbles on to a stand or stands near a stand but doesn’t engage with the stand holder, stays in that zone for more than 45 seconds but still doesn’t engage with the booth holder, the booth holder’s beacon can then push a message once it’s read the user profile to ensure that the user’s buying intention matches the supplier’s products. Then they can say ‘hey, we match, why don’t you swipe here so we can send you a brochure after’, or whatever that engagement may be.”
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FOLLOW THE BEACON Using the breadth of information flowing to it, beacon technology not only pushes people together at events, but can also help push them in the right direction and to the places they most need to go. “We’ve also used beacons for wayfinding and we’ve probably done the most App-Maps in the world,” said Vaughan. “We recently had 1,600 beacons at Hewlett-Packard’s Discover London event – the whole of ExCel was written into a 3D map based on our BeacMap technology. We then flood wired the entire facility with beacons, SatNav stamped them and created route-finding internally - where GPS fails - all based on beacon technology.”
“And then the third element is that when you know where people are and how long they’ve been there you can align contextual-based messaging,” said Vaughan. “This is where it gets really, really powerful.”
“Last year we also did Spring Fair at the NEC in the UK, which is two million square feet (200,000 sq m) and 4,000 booths over 20 halls, the entire surface of the NEC,” he added. “You can stand there and push a button that says ‘Find Me’ and it will tell you where you’re standing.”
Shifting away from the one-dimensional paradigm that to date beacons have been viewed as, Eventbase has been building layers of user information into their app that via beacons can trigger heightened levels of event communication and interaction.
“In the same way that mapping is obvious, we recently launched a product called Virtual Tours that was also at Hewlett Packard in London,” continued Vaughan. “As we know wayfinding, where people are and where
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A CONVERSION OF CONNECTION With the many benefits of beacon use at events, it may seem peculiar that the uptake so far hasn’t been quicker and more widespread, or that so many planners and venues haven’t made the conversion to connect to beacon tech. “The technology is still new and professional event organisers know that it is there, but aren’t always the most willing to spend their budgets,” said Vaughan. “It’s also not about having a stick to make event planners use it; it’s about why they would use it. Mapping is an obvious example that doesn’t need a lot of sales pitch, because in two million square feet it is
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invaluable. That feature alone sells the use of the technology.” “For venues, it means spending money, so they don’t like the idea, but I believe beacons are here to stay and will get modified to be smarter, stronger and lighter,” he added. “When you have Android and Apple and now Microsoft all supporting one single technology with BLE (Bluetooth Low Energy) then it isn’t going away.” As delegates step closer to new flows of information and networking management from the beacons all around them, the events industry also steps a little closer to the new age of events evolving through the inexorable speed of progress. “The use of beacons has already changed events and it will be interesting to watch how beacons are used,” said Vaughan. “As they come down to very small and cheaper components we will be looking at putting beacons in badges, which will be an alternative angle of how they can be used. You will then have this moving element of people that can be monitored and you will be able to interact with them at so many different kinds of levels.”
WORDS: ROB COTTER
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Using the breadth of information flowing to it, beacon technology not only pushes people together at events, but can also help push them in the right direction and to the places they most need to go.
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to take them, we used the map to start a tour taking them to whatever they chose and also tours that were recommended to them based on the relevance to their social profile. The map would take them to position number one and when they got there another beacon knew they were there and streamed media. When that finished it took them to the next demo and each tour had about five stops. It was really cool, really obvious and saved them time with no messing around with groups. It was a real user benefit.”
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#Deals visit www.bizeventsasia.com/deals for more deals online
Suntec Convention and Exhibition Centre Singapore SINGAPORE
Choose Suntec Singapore as the venue for your Annual General Meeting (AGM) and enjoy a seamless and stress-free experience, flawlessly planned and delivered by our dedicated Experience Managers. With a minimum booking of 30 guests, packages range from SGD45 (USD32) per person to SGD65 per person. These include use of rostrum, stage, AV set and meeting amenities. Tel: +65 6377 2888 Email: sales@suntecsingapore.com
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Grand Copthorne Waterfront Hotel SIINGAPORE
Enjoy 18 percent off Fully Flexible Rate for rooms reservation and other benefits with Grand Copthorne Waterfront Hotel Singapore when you book your meetings directly. Other benefits include SGD90 per person per day for meetings reservation inclusive of two coffee breaks and one lunch with complimentary WiFi. Bookings must be made by December 31, 2016 and used by December 31, 2017. Tel: +65 6233 1381/+65 9006 2955 Email: Xavier.chua@millenniumhotels.com
Sands Resorts Cotai Strip Macao MACAU
Book more to get more. Sands Resorts Cotai Strip Macao introduces “Macao Meetings with More” – A selection of special offers for your next meeting or event at any of the six international hotels located within. Contract your meeting by December 31, 2016 for arrivals until December 22, 2017. Tel: +853 2882 8800 Email: sales@sands.com.mo Website: SandsResortsMacao.com/ meetwithmore
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