Biz Events Asia May 2016 by BEAM

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MANAGING & EDITORIAL DIRECTOR | PUBLISHER El Kwang el@bizeventsasia.com DIRECTOR Geoff Batt-Rawden geoff@bizeventsasia.com ASSOCIATE EDITOR Gina Sin gina@bizeventsasia.com

APR 2016v MAY 2016

GUEST EDITORS Chan Wee Teck WeeTeck.Chan@gpj.com

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CONTRIBUTORS • Mimi Wong • Ben Jordan • Alex Paik • Ong Wenli • Gregory Cornelius CHINESE CONSULTANT KH Tok

# In 2013, Angela Lee Duckworth indicated at TED Talk that the key to success is grit. Duckworth studied grit and conducted surveys in the Chicago public schools. Part of the study included waiting around more than a year to see which students will graduate. “Grit is passion and perseverance for very longterm goals. Grit is having stamina. Grit is sticking with your future, day in, day out, not just for the week, not just for the month, but for years, and working really hard to make that future a reality. Grit is living life like it's a marathon, not a sprint,” explained Duckworth. Whether it’s a teacher at school, or someone working at an event management company, the responsibility of grooming talent towards a sustainable future often tests one’s ability not to buckle under pressure. The same pressure is experienced by event planners whose creativity and innovation are tested constantly.

Biz Events Asia is honoured to work with creative duo Chan Wee Teck and Vince Ota of George P Johnson. We aim to deliver the message that creativity and innovation can win the commercially unviable price war Asia likes engaging in. We heard of an incident in Southeast Asia where a corporate end user pulled the plug on a creative agency a week out from the event and proceeded using all the creative work at the show. What added

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GRIT FOR CREATIVITY insult to the industry was the common practice of not paying any deposit for work completed. It is discouraging that suppliers felt that there is nothing they can do. As Biz Events Asia networked with business leaders at IMEX Frankfurt in April 2016, we learnt that what is lacking is the respect for the business events industry. The economic impact measurements used by the business events bureaux are now considered sophisticated. The gathering of 40 politicians and advisors with business leaders at IMEX to recognise the impacts of this industry that is far beyond tourism is the evidence of this sophistication. Like technology, creativity and innovation are not the only attributes for success. However, they are powerful enablers. Enabled to help the industry work together to further educate others that this industry is too important not to pay the right price for its services. “Cheap” cannot be associated with pricing because it spells disaster as true talent leaves the industry jaded and worse still, even before they join. Duckworth warned, “What I do know is that talent doesn't make you gritty. Our data shows very clearly that there are many talented individuals who simply do not follow through on their commitments. In fact, in our data, grit is usually unrelated or even inversely related to measures of talent.” We hope you find grit whilst enjoying this edition.

MAY 2016 BIZEVENTSASIA.COM

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CHINA

International Conference on Economics and Business Management (ICEBM) Beijing, China | June 2016

JAPAN

International Hokkaido Forum (IHF) Sapporo, Japan | June 2016

HONG KONG

HR Summit Wan Chai, Hong Kong | May 2016

MALAYSIA

Sustainable Development Conference Kuching, Malaysia | July 2016

SINGAPORE

Asian Wealth Management Forum Singapore | May 2016

COVER STORY

#CoverStory

BLOOMING FAMILY AFFAIR IMEX FRANKFURT 2016 PROVES WHY TRADE SHOWS STILL POSSESS THE ABILITY TO BRING BUSINESS LEADERS TOGETHER FOR REASONS BEYOND TRADING PURPOSES.

IMEX Frankfurt 2016 proves the staying power of trade shows

“Exclusively Corporate is one of the pinnacles of IMEX in Frankfurt – it’s a real must-do! There are only three or four times a year when I can step away from my office and this is one of them that I value.” WORDS: EL KWANG

ALISE LONG CMM, Manager Strategic Meetings & Events at DSM, in the Netherlands

The lifespan of trade shows has been questioned over the past few years as technology, connectivity and business relationship gained strength. Sellers feel the heat of this substantial expenditure whilst buyers question the value of taking time out of the office. Both definitely feel the strains of attending back-to-back appointments and education sessions. So, how does IMEX Frankfurt stand out from the rest?

Bureau also stood out with its impact measurement of one of the country’s renowned assets, creativity.

Biz Events Asia’s inaugural attendance at IMEX Frankfurt 2016 was indeed an eye-opener. The attendance of global business events industry leaders and business owners was a clear indication of the show’s importance and relevance. Peripheral activities held the day before the official opening of the show, like the Association Day & Evening and the International Congress and Convention Association (ICCA) Asia Pacific Meeting, set the show’s quality standards.

CORPORATE BUYERS’ CONNECTIONS

Whilst the Australian market is known for its events industry maturity, what really stood out was annotations by Singapore Tourism Board’s Jeannie Lim on Singapore’s ability to measure direct, indirect and induced economic impacts where the latter measures the impact of the spending by MICE segmentrelated employees in the local Singapore Economy. Supawan Teerarat of the Thailand Convention and Exhibition

EDITORIAL ADVISORY BOARD MEMBERS

Janet Tan-Collis President | SACEOS CEO | East West Planners

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Damion Breust Head of Corporate Relations Asia Pacific Barclays

The meeting concluded with guest speaker Leah Skogman, Meetings Manager of World Allergy Congress who explained to the audience the details and profile of her events and some key factors when selecting future country hosts.

A signature event is IMEX’s Exclusively Corporate held at the luxurious Villa Kennedy where nearly 90 corporate buyers from 26 countries with combined budgets around US$200 million gathered to network and share knowledge. Buyers from Microsoft, Peugeot, Siemens and MAC Cosmetics were among the participants who listened to keynote speaker of the day and leading business strategist, Dr Kaihan Krippendorff, on how to develop “mental agility”, sharing insights from his study of over 200 successful innovators. Buyers participated at the newly introduced “The Mock Trial”, an authentic courtroom setting was created to explore a real, ethical scenario. For example, taking on the role of prosecution or defence lawyer and cross-examining the witness on both the supplier and the corporate side. Presiding over proceedings was renowned meetings industry lawyer Jon Howe, general counsel for Meeting Professionals International and the International Special Events Society, and also general counsel for the Society of Incentive and Travel Executives. “Exclusively Corporate is one of the pinnacles of IMEX in Frankfurt – it’s a real must-do! There are only three or four times a year when I can step away from my office and this is one of

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Selina Chavry Global Managing Director Pacific World

Daniel Chua Managing Director AONIA MICE

Andrew Chan CEO | ACI HR Solutions

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SOUTH KOREA

New Energy Forum Seoul, South Korea | June 2016

MAY 16

ISSUE 6 #SoundBites

THAILAND

International Conference on Information Technology and Computer Science Pattaya, Thailand | July 2016

10 #TakingTheLead 12 #FreshIdeas

40 #DelveInto Singapore

Innovative technology and event spaces that make up the experience

44 #DelveInto Laos Why the city of Luang Prabang is more than incentive-travel ready

20 #TheCreativity&InnovationEdition What drives creativity and innovation in business events?

30 #Knowledge

48 #WiredUp Physical web beacons and augmented reality technology at events

32 #Associations

50 #DiningMatters Art attack Pompeii-style

34 #DelveInto South Korea

51 #Engage

Discover creative incentive travel ideas and team building activities in Busan and Jeju

InterContinental Singapore newly refurbished spaces inspire

AUSTRALIA

Digital Government Australia Forum Canberra, Australia | May 2016

Donâ&#x20AC;&#x2122;t miss our special supplement from Pullman Hotels

Co-Meeting by Pullman

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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TURKEY Over 1,000 delegates from all over the world attended the world’s biggest international halal tourism conference in Konya, Turkey. The halal tourism industry has been estimated to worth over USD150 billion. A recent study has revealed that in 2015 the estimated total Muslim visitor arrivals were 117 million representing close to 10 percent of the entire travel economy. This is forecasted to grow to 168 million visitors by 2020 and 11 percent of the market segment with a market value projected to exceed USD200 billion. Alongside the two-day event, themed “Developing Halal Tourism Industries”, a three-day exhibition featured over 100 businesses from across the world. It is the second time the event is being held in Europe following the success of the inaugural event in Andalucia, Spain.

JAPAN Urban landscape developer, Mori Building, has announced an extensive slate of large-scale redevelopment projects involving the construction of three towers around the existing Toranomon Hills. Over the next few years, Mori Building will develop three new mixed-used towers tentatively called Toranomon Hills Business Tower, Toranomon Hills Residential Tower and Toranomon Hills Station tower around the existing Toranomon Hills, which opened in 2014. Upon completion, the total area of the Toranomon Hills complex will reach about 7.5 hectare, including the four Toranomon Hills towers, new transport stations, roads and green space. There will be about 800,000 sq m of total floor space, approximately equivalent to that of Roppongi Hills, including about 300,000 sq m of office space and 26,000 sq m of retail space.

GLOBAL

IACC (formerly International Association of Conference Centres) has rebranded and launched a new logo to better emphasise its core values through four brand pillars: Exclusive Meeting Venues by Design; At the Forefront of Meetings Innovation; Globally Connected Network of Passionate Members and Curators of Exceptional Meeting Experiences. IACC’s membership reflects more than just conference centres. It includes conference centres, seminar houses, day meeting venues, corporate universities, and meetings-focused hotels and resorts. The association will no longer refer to itself as the International Association of Conference Centres, but will simply be referred to as IACC.

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INDONESIA A new Aloft Jakarta Simatupang will soon rise in Indonesia’s capital. Owned by PT. Anugrah Karya Bangsa, Starwood Hotels & Resorts Worldwide, Inc. has signed for the new Aloft that is to be open on January 1, 2020. Besides 180 loftinspired guest rooms and suites with the brand’s signature offerings, Aloft Jakarta Simatupang will have over 700 sq m of meeting spaces, including a ballroom, four smaller meeting rooms and a pre-function area.

SINGAPORE

Carlson Wagonlit Travel (CWT) has appointed Wai Mun Wong as Vice President, Global Supplier Management, Asia Pacific, who will continue to be responsible for developing partnerships with suppliers and supervising airline, hotel, car rental and global distribution system agreements on a regional level in Asia Pacific. Based in Singapore, she has been a key member of CWT’s Global Supplier Management team since 2012 and has over 22 years of experience in the travel industry.

VIETNAM

Wyndham Hotel Group introduces Halong Bay’s first five-star hotel by a global chain. Scheduled to open in June 2016, the 217-room Wyndham Legend Halong Bay located in the province of Quang Ninh is a USD40 million project owned by Ha Long Star Service & Tourist Joint Stock Company, and will be managed by Kosmopolitan Hospitality. Kosmopolitan Hospitality will work in collaboration with Wyndham Hotel Group and the property owner for a complete hotel management solution including branding, sales, marketing and revenue management.

NUMBERS

1,400 The number of business events Brisbane has staged from 20142015. If an event spans a kilometre each, that would equal the distance between Brisbane and Townsville, North Queensland.

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# MALAYSIA Malaysia continues to make inroads into the medical meetings arena by securing the 18th Congress of Asian Society for Vascular Surgery. Taking place in Kuala Lumpur, Malaysia from November 1-4, 2017, the congress is expected to attract 800 delegates. The country is no stranger to bidding and hosting international medical conferences, having just won the World Cancer Congress which will be held in Asia for the first time. It has also been the host city to the 2014 ASEAN Federation of Cardiology Congress and the 2015 Australian Society of Gynaecologic Oncologists Annual Scientific Meeting. This year, Malaysia is set to host the Asian and Oceanian Congress of Neurology, Community Based Rehabilitation World Congress and Congress of Asia Pacific Association of Allergy, Asthma, and Clinical Immunology.

VIENNA Representatives of Vienna’s congress industry joined forces with the Vienne Convention Bureau to secure the 2017 Associations World Congress. Taking place May 2-4, 2017, over 300 delegates will be attending the Associations Network Congress, where directors and senior managers of scientific associations in every conceivable discipline who have a major influence on the international congress business will be at. The Austria Center Vienna, the Hofburg Vienna and Austrian Airlines are supporting the event alongside congress managers RAM

Consulting, travel agent Mondial and the Hotel Imperial and Hotel Bristol, members of the Starwood Hotels Group. To Damian Hutt, Executive Director of Associations Network, the partnership decision with Vienna was simple: “An obvious choice and highly professional. The excellent coordination of the proposal by the Vienna Convention Bureau made it easy to choose Vienna for our event in 2017.” The Associations World Congress will provide attendees with the opportunity to network, learn about and thoroughly understand current trends and developments, so that they can use insights obtained to optimise their own events.

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FROM THE BUREAUX CHINA The China National Tourism Administration (CNTA) and Visa has signed the 2016 China-U.S. Tourism Year Promotion Cooperation Plan. The signing ceremony was attended and addressed by Li Shihong, CNTA Vice Chairman and Ellen Richey, Vice Chairman, Risk and Public Policy at Visa Inc. According to the cooperation plan, both partners will jointly launch a series of events to promote the image of “Beautiful China”, attract more American tourists to China, improve the tourism consumption environment and service quality in China, and enhance tourism, trade cooperation, and cultural understanding between China and the United States. Visa celebrated the news at an event at the Great Wall of China, where nearly 1,000 U.S. visitors were invited to climb the Jinshanling section of the Great Wall alongside decorated U.S. Olympians and Team Visa athletes Meryl Davis and Charlie White.

AUSTRALIA The Melbourne Convention Bureau has announced at the 2016 IMEX Frankfurt trade show that it is heading towards closing the 15/16 financial year as one of the strongest incentive years on record. “We have achieved a 42 percent increase in incentive travel business secured on the last financial year, and the year isn’t even over yet,” said Karen Bolinger, CEO, Melbourne Convention Bureau (MCB). Four major incentive travel group wins will inject an estimated AUD50.3 million (USD million) into the Victoria economy, attracting over 9,500 delegates over the next two years. They are: China Life Insurance 2016. Taiwan Life Insurance 2016, Perfect China 2017 and AIA Hong Kong Insurance 2018. Perfect China will be one of the largest incentive travel reward groups in Victoria, and will bring 6,000 delegates to the city and regional areas, adding an estimated AUD33.4 million to the economy.

SINGAPORE The Singapore Tourism Board (STB) has extended the In Singapore Incentives & Rewards (INSPIRE) programme beyond China and India to corporate meeting and incentive travel groups from Europe and North America. Conceptualised in partnership with Singapore Airlines and Changi Airport Group, the pilot edition of the rewards programme features cocktail experiences and thematic business tours alongside attractive group airfares to complement business trips. In addition to attractive group airfares and other in-flight benefits when travelling to Singapore and beyond from points in Europe and North America via Singapore Airlines, groups will receive complimentary air tickets for every SGD50,000 (USD37,000) spent; for those travelling from Europe, the national carrier is also offering additional baggage allowance and exclusive side-trip fares from Singapore to destinations in Southeast Asia, Australia and New Zealand. Applications for INSPIRE is open until March 31, 2017, and should travel with at least 20 people by December 31, 2017.

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# Inflatable Structures E-Nov8ight has brought an innovative popup booth concept to Singapore. Its inflatable booths offer a multi-position solution to exhibition booths, event or roadshow stands, which inflates within 90 seconds and are easy to set up and unpack. The company also provides an eco-friendly portable exhibition structure system made up of aluminium profiles joined together with special clips. Quick, no-tools set-up makes it possible to use the system as an economic equivalent of a pop-up wall.

Suite Surprise The recently refurbished Ritz Suite located on level 32 of The Ritz-Carlton, Millenia Singapore is fast becoming a popular C-level meetings and events space. Characterised by a soothing colour palette of celadon, beige and khaki against a mixture of light and dark woods, and adorned by art pieces including those by Andy Warhol and Damien Hirst, this upscale penthouse presents a variety of options to meet and entertain in the comfort of an abode. The Ritz Suite also features an entertainment room and a dining room that accommodates more than 10 guests. Convertible into a boardroom, the dining room comes with a built-in projector screen, and is separated from the living and entertainment areas by double oak-wood doors for greater privacy.

The F1 Dream Pacific World curated unique incentive programmes surrounding the F1 Grand Prix races around the world. These include fine dining and exclusive F1 experiences (VIP passes, paddock and fan club visits, a private yacht to enjoy the race from) at the circuits. Add special touches like arranging private helicopter transfers, exclusive gourmet experiences, themed team building, and more. Destinations that are part of these programmes include Shanghai, Barcelona, Monaco, Singapore, Malaysia, Abu Dhabi, England, Germany and Italy.

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#CoverStory

BLOOMING FAMILY AFFAIR IMEX FRANKFURT 2016 PROVES WHY TRADE SHOWS STILL POSSESS THE ABILITY TO BRING BUSINESS LEADERS TOGETHER FOR REASONS BEYOND TRADING PURPOSES.

WORDS: EL KWANG

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Bureau also stood out with its impact measurement of one of the country’s renowned assets, creativity.

CORPORATE BUYERS’ CONNECTIONS

MEMBERS’ CONNECTIONS At the ICCA Asia Pacific Meeting, the Australian, Malaysian, Singaporean and Thai bureaux presented their mythology in measuring the business events industry’s economic impact in their efforts to gain continuous and/ or increased financial support from their respective governments. A measurement so vital that is “far beyond tourism” as per Ray Bloom, Chairman of IMEX Group at his opening speech the following day. Whilst the Australian market is known for its events industry maturity, what really stood out was annotations by Singapore Tourism Board’s Jeannie Lim on Singapore’s ability to measure direct, indirect and induced economic impacts where the latter measures the impact of the spending by MICE segmentrelated employees in the local Singapore Economy. Supawan Teerarat of the Thailand Convention and Exhibition

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“The many senior politicians and government officials from across the globe attending the Politicians Forum this year are testament to the increasing recognition of the important role that the meetings and incentive travel industry plays in driving economic development particularly in knowledge economies.” CARINA BAUER CEO of The IMEX Group

them that I value.” said Alise Long, CMM, Manager Strategic Meetings & Events at DSM, in the Netherlands

BUSINESS CONNECTIONS The power of business referral is the driving force behind the sharing economy PCO alliances exhibited at IMEX. From Global PCO Alliance and World PCO Alliance to Euromic which introduced a new logo, all these alliances seek to work with organisations that think alike and are specialists in the members’ respective country. Innovation is key to success for these alliances too. For example, INCON has an award that focuses on digital infrastructure. According to the INCON website, the Award rests on a simple principle that meetings are better when a first class digital infrastructure is made available along with applications and tools that enhance the delegate productivity and experience. It also recognises meeting venues that work innovatively to enable top-class connected meetings. The winner, Austria Centre Vienna whose accolades include the ability to provide high quality WLAN for 20,000 participants, was announced at IMEX Frankfurt. Roslyn McLeod, INCON Co-Chair and Managing Director of arinex said, “We

are delighted that Vienna has won this year’s award which is by far our strongest entry. We hope that other venues will follow suit and lift the quality of digital infrastructure across the whole industry.” IMEX Group is the founding partner of the Meeting Design Institute where 25 exhibiting members like Double Dutch, cvent and Quick Mobile showcase the latest technology and educational content to event planners.

REWARDING CONNECTIONS The second day at IMEX was the longest day of the show. The fun IMEXrun was a complete sell out at both IMEX shows when it was created in 2015. In 2016, the run was sponsored by Visit.Rio and it attracted 800 registrations. Runners get to choose the country they wish to

represent to strive towards winning the “Most Action Nation” award. “We are delighted to be partnering with sports by tlc to hold the IMEXrun again. Since its launch a year ago, the event has become an important part of our wellbeing initiatives and is hotly anticipated by exhibitors and buyers alike. We are grateful to Rio and Brazil for their continued support of this event” says Carina Bauer, CEO of IMEX. The IMEXrun is a part of IMEX’s “Be Well at IMEX” initiatives. Other elements include health & wellbeing education sessions, the new Be Well Lounge which is a device-free space to healthy food options on offer at IMEX cafés and exhibitor stands. More awards were handed out at the 14th annual IMEX gala dinner held at the Sheraton Frankfurt Airport Hotel. The IMEX Academy Awards for the Asia

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IMEX FRANKFURT 2016 STATISTICS

9,000

new stand structures showcased

57,000

hosted buyers

1,200 group appointments

individual appointments and booth presentations

Exclusively Corporate @ IMEX attracted close to 90 buyers with event budgets worth

300

executives attended Association Day & Evening

politicians and political advisors

education tracks and 3 forums

Pacific region was awarded to Geoff Donaghy, AEG Ogden Group Director of Convention Centres, for his outstanding service to the meetings industry. Singapore based events veteran, Janet Tan-Collis, Chief Executive at East West Planners Pte Ltd and President of SACEOS, was honoured as PCMA Global Meetings Executive of the Year for her strong advocacy work in the industry’s education and professional development.

credibility, IMEX, in collaboration with European Cities Marketing (ECM), ICCA and the International Association of Conventions Centres (AIPC), under the auspices of The Joint Meetings Industry Council (JMIC) created the IMEX Politicians Forum that attracted 40 politicians, including national and regional government ministers, and political influencers to discuss matters with 80 industry leaders.

HUMAN CONNECTIONS

The Hon. Minister Stuart Ayres, Minister for Trade, Tourism and Major Events for New South Wales, Australia said, “Business events are key drivers for our State – stimulating the knowledge economy; supporting trade and investment; talent acquisition and retention; and fostering sustainable future growth.”

Although IMEX Frankfurt is a large show, it certainly has a strong human element. The industry feels like a family who works together towards a sustainable future; a respected and validated career for passionate event planners and service providers. Understanding the events industry’s desire to get further recognition and

$200 million 800

registered for IMEXrun

Carina Bauer, CEO of The IMEX Group affirmed, “The many senior politicians and government officials from across the globe attending the Politicians Forum this year are testament to the increasing recognition of the important role that the meetings and incentive travel industry plays in driving economic development particularly in knowledge economies.” The family feel is derived from Ray Bloom who is humble and hands on. He and daughter, Bauer, were constantly on and around the show floor, chatting with buyers and exhibitors. What was enduring was the endearing sight of Bloom helping to tidy up the show’s media hub. He was available, unassuming and approachable. He understands and knows how to facilitate true human connections; a fundamental principle of the business events industry.

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TCEB

Thailand: Endless opportunities to create unforgettable experiences A

s one of Asia’s premiere business events destinations, Thailand offers a diverse smorgasbord of rich experiences for business travellers of all kinds. For incentives travellers in particular, this means that trips in Thailand go far beyond mere gatherings and become experiences to treasure for a lifetime.

With incentives brought to life under seven key themes that form the basis of a visitors’ itinerary, business travellers leave Thailand feeling refreshed, rejuvenated and rewarded. Planners are offered a dazzling choice of destinations to complement their themed itinerary, including the key MICE cities of Bangkok, Pattaya, Phuket, Chiang Mai, and Khon Kaen, as well as exciting new up-andcoming destinations Chiang Rai, Krabi, Koh Samui, and Hua Hin. The seven themes include fascinating history and culture – such as escapes to ancient temples dotted across Bangkok and Khon Kaen, treasured team building – hosted in destinations as varied as the famed seaside party town of Pattaya, to the Thailand’s northern capital of Chiang Mai, to the Kingdom’s famed Royal Projects nationwide. Alternatively, exhilarating adventures are to

be had among the treetops or lush mountain ranges, while CSR and Green meetings can range from conservation and wildlife, to sustainability and beachside eco-activities. Also on offer is lavish luxury – from boutique getaways in Thailand’s enchanting North, to uber-luxurious 6-star accommodation in the country’s south, as well as culinary journeys, where incentives travellers can discover the unique tastes that have made the Kingdom the ‘Kitchen of the World’, through cooking classes, market and farm visits. Finally, of course, is beach bliss, which can be enjoyed beside the turquoise waters of both the Andaman Sea and the Gulf of Thailand. Unifying all of these varied destinations and activities is Thailand’s signature service, delivered nationwide with passionate hearts and unforgettable smiles.

For more information, visit TCEB’s website at www.businesseventsthailand.com 18

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#TheCreativityandInnovationEdition

THE CREATIVITY AND INNOVATION EDITION BIZ EVENTS ASIA PUTS IN PERSPECTIVE THE SPECTRUM OF CREATIVITY AND INNOVATION IN BUSINESS EVENTS AND THEIR DRIVERS.

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UNDERPINNING CRAFTSMANSHIP IN AN INCREASINGLY COMPETITIVE MARKET, HOW FAR WOULD ONE PUSH TO STAY AHEAD OF COMPETITION EVEN IF IT MEANS BRAINSTORMING IDEAS WITH CLIENTS IN THE PRESENCE OF THE COMPETITORS? WORDS: EL KWANG CHAN WEE TECK AND VINCE OTA OF GEORGE P JOHNSON Ever tried benchmarking words like beautiful, delicious or value and try to have a large background diverse group of people agree on that benchmark? How about answering the question, “Are you creative and innovative?” asked by a potential client at a business pitch? If one does not clarify the meaning of creative and innovation with the potential client, answering yes could be a career suicide. When Biz Events Asia surveyed quite a few business events industry people at AIME 2016, the common denominator associated with creativity and innovation include being a “rulebreaker”, “disruptors”, “outside the box thinker” and “executing a new concept”. Most relate creativity and innovation to technology start-up companies before they apply the terms to the business events and hospitality industries. Some casually said unless the business events industry invest in smart technology and make the applications affordable, it will be left behind.

VIVE LA FRANCE With the recent incidents in France, the country of arts and culture felt compelled to boost the vibrancy of the French economy with a “Creative France” campaign. The presence of Matthias Fekl, French Minister of State for Foreign Trade, the Promotion of Tourism and French Nationals Overseas, drew a crowd of over 100 corporation and media to the launch at ESSEC Business School in Singapore on April 8, 2016.

“We are opened for business,” declared Fekl in his opening statement. Soon followed was a series of creativity examples that the world’s sixth largest economy (USD2,847 billion in GDP) used with its renowned savoir-flaire to express the French ingenuity. For centuries, the French has been raising thinkers, writers, artists, scientists and craftsmen to improve humanity. According to Creative France, there are 12,000 start-ups in the Paris region alone. Incubators like Numa and Halle Freyssinet are built on the true meaning of entrepreneurship, starting a business with the willingness to risk loss in order to make gain. These incubators accept young talent and especially if they are broke – an innovative way to resolve France’s unemployment issue. This drive is not new and France has already gained notable success. For example, Samsung announced plans to invest in French start-up Sigfox. Facebook is setting up a research lab, Google made France its operating base and cosmetics giant Shiseido made France its European hub. Above new technologies, the campaign is also focused on driving awareness for numerous industries like healthcare, tourism and transport, food and beverage and of course, fashion. Creativity and innovation are related to business events in many ways. All the more so as cities like Sydney, Singapore and other parts of Asia Pacific are using words like creativity and innovation when marketing their destinations.

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#TheCreativityandInnovationEdition

To advance competition and to remain relevant, corporate event planners and intermediaries have to think beyond logistics. With attendees becoming more selective, exceptional company branding through creative and innovative event marketing experience is expected, especially by the younger audience.

INNOVATION, THE ONLY CONSTANT George P Johnson (GPJ) had great opportunities of working with leading Internet companies like Tencent, Baidu and Alipay in China. The single biggest challenge faced by these companies is the pace of innovation, especially when they are to maintain their leadership position in China’s Internet industry. In the case of Tencent and Alibaba, there isn’t a single entity in the world that has the breath of offering, the ecosystem they have established, and are looking to grow. Faced with the above, one of the above Internet companies established a very unique means of driving innovation amongst agencies on their roster. Twice a year, key leading agencies on their roster are invited for a review to assess efficacy of activation platforms that GPJ worked on and to lock heads in deriving new strategies, approaches and tactics. The key challenge here is the fact that agencies competing in the same space are put together to “outshine” each other in coming up with creative approaches and innovative means of promoting a particular Intellectual Property (IP) or category of IPs. Although GPJ was skeptical in view of the fact that we were all competitors for the same services, having experienced these sessions on more than one occasion was hugely beneficial for their clients. The encounters also shed light on the uneven distribution of capabilities within the same space.

LESSON LEARNT Working with clients in the business of Internet has also motivated GPJ to re-look engagement models and approaches. With sound key account management experience and accolades, GPJ seeks to achieve a pro-active engagement model that departs from the traditional model of project-based

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engagement. This in turn switches GPJ’s mindset into a partnership mode with existing and potential clients; co-existing and co-working with sister brand agencies in developing integrated experiences that are accented with local relevance and context. Transcreation is one of GPJ’s strengths when operating in local markets; one that is focused on delivering KPIs which are very often not only driven by brand objectives but sales objectives as well. As the events industry redefines experiential marketing, GPJ views the consumer experience as a continuum: Not as one typified by tactics but as a seamless journey that very often begins on mobile devices and ends with either an online retail experience or a physical activation, leading to the brand

The above images showcase Pico’s creative process of the “Future of Us” exhibition at Gardens by the Bay. Look out for this event case study in Biz Events Asia May 11 e-newsletter.

“Working with clients in the business of Internet has also motivated George P Johnson to re-look engagement models and approaches.”

of our consumers’ preferences. Through this understanding we are able to create a consumer journey that begins well before the event, engages in a meaningful way during the event and extends positive influence well after the event is completed.

SYSTEMATIC STEPS TO BIG IDEA

being activated and consumers being encouraged to act. The events industry is at the crossroads of integrating multiple platforms based on current consumer insights. These insights form the bedrock in developing creative ideas, concepts and operating models to help clients target not only consumers but partners.

That exalted “Big Idea” we all seek in the agency world is a complex thing. It is the product of repeated distillation of an insight to its simplest, most direct and relevant expression to the consumer; an expression that can be applied through whichever campaign, channel, or tactic and still makes

the connection between what the brand wants to communicate and the consumer in a personally relevant way. Working with our clients, we identify and co-create journeys and experiences pre, during and post, as well as in traditional and social spaces. These experiences, in the context of B2B, do have some consistent and unique characteristics. For instance, there is strong and consistent branding and messaging in the form of a theme. Consistent messaging is extremely important – from the announcement of the event, to the electronic direct mail (eDM) communication, through the actual

INSIGHT–LED CREATIVITY IN THE B2B SPACE Over the last several years, the employment of data has become integral not only to recognising where the consumers are, but in establishing deep, personal dives as to who they are. When we speak about business to business (B2B), typically, we speak about product unique selling points (USPs), business objectives and KPIs. However, when we really get down to it, “Businesses” and their targeted stakeholders, whether they be C-suite, decision makers, or end-users, they are essentially, “people.” Taking a person-centric approach to data not only allows us to understand business needs, but to understand consumers on a personal level as well. What are their driving needs and interests? How do they live their lives, and what do they aspire to? Great creative connects through great consumer insight. Actionable insights are not solely based on the business and product objectives of the brand, but rather through the understanding

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#TheCreativityandInnovationEdition

Photos provided by Staging Connections: Amway Taiwan Sydney Extravaganza

event experience, there needs to be a simple, structured messaging strategy – ideally based on key consumer insight. Disjointed messaging leads to irrelevant tactics. It is imperative that a proper narrative be established and adhered to. In doing so, graphic execution of the event and its collateral are more easily produced through the application of design systems based on the messaging strategy. Each image should have a purpose in telling the brand’s story, again based on key consumer insight. It will resonate with the target audience and not just be a functional decoration with a logo slapped on it. The visual and experiential execution should lead consumer to a desired end action. Events are generally designed with this in mind – Keynote followed by breakouts leading to a sales opportunity, but it is much better for the brand if the consumer can find her/his own way to that sales opportunity. Good creative and relevant engagement can help achieve this if we put consumer at the centre of our thinking.

MORE LESSONS LEARNT Ultimately, a good creative idea and experience speak to the target audience while communicating brand objectives as simply as possible. Co-creation requires the brand to take a step back and simply enable, not try to dictate a consumer experience. For sure, it is a hard sell to our clients, however it is an important piece of ground to guard. In doing so, we have more latitude to create more interesting connections and

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tell a clear, concise story throughout the engagement. For brands and marketers, events are many times considered “activations” in a consumer marketing funnel (awareness, interest, engagement, purchase, loyalty), sometimes positioned at the top, sometimes at the bottom of the funnel. No matter where the event is considered, it is important to look at what comes before and after with regards to marketing and channel strategy. By doing so, one can craft more appropriate experiences and tactics. Which brings us back to “data.” In all creative ideation, strategy and execution, it is imperative to provide as many opportunities for a brand to learn more about each consumer individually. By doing active data collection during the event, clients can be enabled and clients can respond in real-time to their consumers via event social media tactics. In turn, the agency provides the best insights leading to great creative.

“Great creative connects through great consumer insight.”

Photos provided by Events Travel Asia: Land Rover event

KEY POINTS by Chan Wee Teck

Managing Director of George P Johnson.

What do creativity and innovation mean to GPJ? Constantly looking for new ways of doing things, tearing things down after a period of time and taking a careful re-look at the parts and putting them together again with the hope of improving the process or offering. That’s Innovation. What is experiential marketing and why is it important? What is the first thing you do when you wake up? What is your routine? What breaks that routine so that you go “Wow, that’s cool” or “Hmm, is this a moment I’d like to share”? This is experiential marketing. It’s the art and science of helping our clients stand out to their target audience, eliciting a response that is in line with their marketing objectives, to buy, to share and to talk about it. Irrespective of place, time and platform, it is a coming together of content, occasion and engagement that forms this continuum. It is a most direct response that you will ever get from your consumers and that’s why it is important. Ever more so in this day and age when technology has enabled connectivity like never before and puts

the choice of being “tuned in” in the hands of consumers today. How do experiential marketing agencies justify the cost of its services? What are some false perception? We will like to move revenue models towards actual hours. With greater transparency in third part costs and increased savvy amongst marketers, the value of experiential agencies lies in knowing our client’s business and to position ourselves as partners rather than order takers. The moment our clients view and recognise us as partners, that’s when we will be able to justify the service fees we charge. One

misconception that we come across with numerous clients is that we make a lot of our margins from mark-ups. Those days are over and that’s one key challenge that will plague us as an industry if we do not move up the value chain. What makes experiential marketing agencies unique? We are Craftsmen, Engineers and Artists. That’s what makes us unique. It is both a science and an art to craft experiences and we need to be constantly curious and diving into new experiences ourselves How do experiential marketing agencies select the venues? The basics of dimensions, amenities and technical support are a given. Most venues we speak to these days have competent event teams on the ground. However one of the key differentiators will be how they respond when given challenges and the time they take to respond. This goes towards the levels of service which are exceptionally important in small cosmopolitan markets like Singapore. We typically check out venues with a carefully conceived checklist that we tick off mentally and very often, the biggest tick goes towards service and the willingness to jump off the deep end with us.

Photos provided by George P Johnson: SAP event

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#TheCreativityandInnovationEdition

Photos provided by George P Johnson: SAP event

What were the elements that no longer work due to the pace of innovation? What has been introduced in its place and how effective were the new strategies? Segmentation of the industry as MICE, Conference or Exhibitions. This no longer works due to convergence and the lines between these tactics blur. We should be aligning resources and expertise with industries and clients. Traditional marketing planning no longer applies to marketing organisation these days. The consumers you are trying to have a conversation with are always on and are in the driver’s seat in terms of what he or she chooses to pay attention to. Like the consumers we speak with, we need to be tuned in at ALL times towards the needs of our clients and to truly excel

and demonstrate value, we need to know the industry if not better, as well as our clients. List the top technology more events should consider adopting 1. Technology that offers consumers a personalised journey from the get go. 2. We all know virtual reality is all the hype now. However, I believe this technology should be deployed more with lead motion coupled so that it offers a truly interactive and fun experience. I have been falling back on catching up with the latest out there but a third technology that enables capture of this virtual experience and facilitates the sharing of this Virtual experience will be awesome in driving user generated content.

3. Location based technology should also be deployed more for larger scale physical events enabling digital landscaping. This is old tech but not deployed often enough to provide a truly engaging and personalised experience. List new trends in sensory event. 1. Friend Finding/ Networking applications tied to most commonly used social messaging platforms will be implemented in physical experiences to enhance and facilitate networking. 2. Curated Lifestyle Designs: I believe this will be a key focus for any B2B engagements moving forward. In-line with how we view creativity in the B2B space, this is a key focus for us in ensuring we deliver a truly “human” experience in the business genre. We tend to forget that we are engaging people and not money making machines sometimes. How to deliver more innovative and creative offerings in events that would value add to the objectives? Back To Basics – I will say that this is the best way to sum it all up. It is all about the consumer/ attendee and if you start there, you can never go wrong. The secret lies in how well we understand our consumers outside of their professional lives.

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IN THE BLOOD “Professional event management is in our blood,” said Ethan Lee, Managing Director of Malaysia-based Think Tank Productions. With business partner Ronald Lim, these creative young guns let their work do the talking. They have a sound reputation for bringing musicals and art into corporate event environment. For example, Think Tank has produced mini musicals such as Chicago, Aladdin and even Glee for their clients from the oil and gas, insurance and FMCG industries.

THROUGH WORD OF MOUTH, BIZ EVENTS ASIA WAS INTRODUCED TO UP-AND-COMING YOUNG MALAYSIA TALENTS AND OWNERS OF THINK TANK PRODUCTION, A COMPANY KNOWN FOR ITS CREATIVITY AND INNOVATIVE SPIRIT. WORDS: EL KWANG

The definition of creativity and innovation according to Lee is recreating ideas and concepts that deliver clients’ key messages and story through a unique event experience. The company emphasises on a creative approach in every aspect of their work; design, business presentations, content creation, audio-visual at the event and the most effective way of transforming a venue, to name a few. The judgement and pressure of being creative and innovative without compromising on concept novelty, event experience quality and event shelf life requires one to stretch the dollar within the reality of dwindling budgets. It is definitely more costly to recreate an “Ellen DeGeneres” kind of show for a kick-off meeting as opposed to creating a conventional “run-of-themill” slides presentation. And, there are certainly pit falls to be aware of: • The client may think they want something unconventional however, mentally is not prepared to change • Presenting ideas that are more creative than the client can imagine • Creative and innovative ideas may give the false perception of inflated cost structure • Not containing creative ideas within allocated budgets and not deliver return on investment

•

The client’s project committee cannot convey the creative approach to their management

To encourage clients to “think outside the box” and beyond event décor and designs, Think Tank’s creative approach focuses on the overall message, event branding and corporate identity. It is also vital to ensure event guests have a seamless experience from invitation to arrival and post event. Professional suppliers can assist in delivering “wow” factors with the appropriate food, suitable emcee, quality entertainment and on point presentations, as well as audio and visuals. Lee advised: “The question of how you want people to remember your brand and your event, will push both clients

and suppliers to be more creative and innovative.” Lee feels that there is no boundary for creativity and innovation. The industry players and even the clients can always look beyond their own events or projects for continuous education and inspirations for more creativity. Think Tank believes in learning from others. They would attend at least one or two audio visual and technology trade shows in other regions like Europe. “Everything that we see, touch or hear can easily translate into new idea. From listening to Madonna’s “Vogue” to a random conversation with a friend over a cuppa to watching the latest viral video on social media. We are all surrounded by impetuses for boosting creativity inside us if we put in the time and effort, and if we pay enough attention,” said Lee enthusiastically.

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PULLMAN SPECIALISATION

Pullman is the high-end international brand of the AccorHotels group, targeting mainly cosmopolitan travellers with wide connections who enjoy combining work and pleasure. Located in the world’s most vibrant global cities and most sought-after tourist destinations, Pullman 4-star and 5-star hotels and resorts welcome modernday adventurers, nomads and explorers travelling on their own or with like-minded companions and associates, for business or pleasure. In this supplement, we showcase some of the Pullman hotels in Thailand and Vietnam. Each expresses its unique offerings from the fashionable city hotel to the resort perched over beach locations. Our diverse range of Pullman Hotels fulfils the meeting and incentive requirements of event planners who expect quality product and services from a trusted global brand like ours. Not just a product but a whole new concept, Co-meeting by Pullman offers high-level teams and technologies for a faultless service - because this is where great ideas make a difference. The Co-meeting concept is dedicated specifically to organising business meetings and events with expert teams and dedicated one-stop contacts. Event planners will be able to offer innovative services for meetings like relaxing, sporting, cultural or recreational breaks, or even presentations by leading experts in a variety of fields. Even a session on molecular gastronomy or tai chi can be arranged! Pullman properties invite guests to enjoy the Connectivity by Pullman experience. This allows guests to have access to high-speed Internet, mobility, confidentiality and security, as well as expert teams to answer any questions. It is available from the lobby to the swimming pool; allowing access to the latest technologies throughout their stay, anywhere in the hotel. According to Ianic Menard, Vice President of Sales, Marketing and Distribution for Accorhotels Upper Southeast Asia, Pullman’s vibrant, cosmopolitan and in style character is driving the brand’s rapid growth in Asia. Thailand and Vietnam have become sought-after destinations offering unique MICE locations for large-scale international groups but also for intimate meetings looking for the exclusivity and total escape characterized by those two South East Asian countries. Events in Upper Southeast Asia are about imagination, adventure, and connecting with local culture; Pullman Hotels & Resort is the one-stop shop to craft these events and create memorable experiences. Pullman hotels and resorts has new projects in Luang Prabang, Laos coming in 2017 and the Maldives in 2018— exciting locales that will surely be on the radar of front-line travellers in coming years. By 2020, Pullman expects to offer in its portfolio more than 60,000 rooms in 200 hotels worldwide to serve customers all around the world. Book an event with us via www.pullmanhotels.com and experience world-class service today!

UNCAPPED REWARDS

Le Club AccorHotels Meeting Planners – a loyalty programme that is truly flexibility Imagine no more restrictions on the amount of points you can earn for your events. A loyalty programme that allows you to burn points online on your personal stays or against your event master bill. It is now a reality with Le Club AccorHotels Meeting Planner, a best kept secret with access to 2,000 participating hotels in around 92 countries. Benefits include: • No maximum points earned per business event • Option of splitting or sharing of points between corporate clients and event intermediaries • Double dipping of points for bookers and delegates • Use points to access exclusive money can’t buy packages with AccorHotels partners • Convert points into gift vouches • Transfer points to airline frequent flyer programmes • Lifetime validity of points as long as a member books a meeting at least once every 12 months Le Club AccorHotels Meeting Planner rewards the people who bring people together. It is indeed a meeting planner loyalty program. Join the group of global event planners who are already benefiting from the programme by enrolling via www.meetings.accorhotels.com today!

STRUCTURED FUNCTIONALITY

Located between Soi Rang Nam and Sri Ayutthaya Road, Pullman Bangkok King Power is the perfect hotel for event organisers who prefer dedicated creative event spaces and a lobby set up for large group check-ins. The elegant, high-ceilinged Infinity Ballroom is built to host events with a formal agenda or dressed to the requirements of a car launch. “The Sixth” meeting spaces are designed to engage creative minds with its natural daylight and dynamic movable walls to accommodate multiple breakout sessions. Based on the Pullman concept of “Our World Is Your Playground”, the hotel is going through a multimillion dollar renovation to bring guests a brand new experience. Starting with the new “Pullman Junction” lobby area, the refurbishment will feature a novel rotating food and beverage theme with enticing food-to-go for those on the move, as well as a unique “pop-up” evening cocktail bar. The new pillar-less ballroom offers natural daylight and a versatile space with distinctive designs and an elegant environment, complete with the latest technology, a striking seven meter-high ceiling and an abundance of glass. The innovative signature aspect of the daylight ballroom is the engaging experience of interacting with our Executive Chef Dominique Ferchaud and his team in a unique open show kitchen or theatre kitchen concept thus far unseen in a Thai hotel. An additional entrance from the adjoining car park enables the ballroom to easily accommodate equipment or vehicles for exhibitions. www.pullmanbangkokkingpower.com

Pullman Junction

Superior Room

02 COASTAL CHIC “Our conference held at Pullman Danang was as close to perfect as I could think of. Everything ran smoothly, the food and drinks were outstanding, the staff was beyond amazing! Everybody, from the guys working around the pool, the girls serving in the restaurant, the conference support team and, of course the marvellous Guest Services team were faultless”. Anthony Bennett

Tapas Y Vino

Premium Deluxe Room

03 EASE OF ACCESS

Located in Bangkok’s renowned Sukhumvit and Asoke areas, Pullman Bangkok Grande Sukhumvit offers upscale services that time-poor business travellers have come to expect. The hotel’s dedicated events levels and strong WiFi connectivity in multiple meeting rooms make it the ideal choice for residential conferences. It is not just a business playground. Inject some excitement in the programme and create an “Amazing Shopping Race” in the numerous shopping centres located near the hotel. Assign delegates into small groups and allocate a small shopping budget to each. Delegates are to negotiate and purchase as many items as possible. From there, travel to the pre-selected orphanage and hand the items to the children. Host a Spanish themed wind-down dinner at the hotel’s Tapas Y Vino restaurant where delegates share their experiences with each other over tapas, paella and other delicacies in a cosy ambience and possibly a night cap at the hotel’s inBlu Bar. www.pullmanbangkokgrandesukhumvit.com

Located on the stunning white sands of Bac My An beach, the friendly and modern Pullman Danang Beach Resort is an oasis for incentive travel. Complete the meeting agenda in the 720-sq m Grand Ballroom and utilise the facilities around the resort for the leisure part of the programme. With the hotel’s dedicated events team’s assistance, challenge the delegates by having them set up the dinner party on the beach. Some delegates could assist in food preparation using the stunning natural beachfront scenery as a backdrop.

Azure Beach Bar

Other meaningful activities include a visit to UNESCO World Heritage-listed landmarks, a fun-filled session at one of four internationally designed golf courses or even a rejuvenating treatment at the hotel’s Nang Spa. www.pullman-danang.com

Superior Room

04 MODERN

CONNEXION

Perched above Phuketâ&#x20AC;&#x2122;s Naithon Beach, the stunning unblocked ocean views from the lobby of Pullman Phuket Arcadia take delegatesâ&#x20AC;&#x2122; breath away whilst injecting a sense of renewal as soon as they arrive. Besides offering 840 sq m of modern meeting rooms that are purpose-built to deliver elements of commitment, connectivity, comfort and cohesiveness, the resort has a variety of outdoor venues with the ultimate inventive and natural surroundings. Inspire a meeting or kick-off a sales conference with innovative catering options that stir conversations amongst delegates like the naughty or nice catering package made of chocolate and everything sweet with a twist on some old classics; perfect for a burst of energy in the afternoon. As a Planet 21 Gold Member, the resort is committed to sustainable development and keeping meetings green.

Hotel Lobby

www.pullmanphuketarcadia.com

Ocean Grand Room

05 DAYDREAM VIEWS

Located in the heart of Ho Chin Minh City, Pullman Saigon Centre delivers an artful blend of rich history, modern sophistication and imagination. The hotel’s 700-sq m pillarless Ballroom is filled with natural light along with a dedicated chill out zone for innovative breaks and post-events. Cobalt Restaurant & Bar

Deluxe Room

Give incentive delegates a taste of Vietnamese culture by letting them interact with locals at the famous Ben Thanh Market. Test their negotiation skills whilst they smell and taste local spices and purchase an outfit for their themed dinner. Complete the outing with a short city tour and let them experience the strength of Vietnamese coffee at a local shop. Bid the trip farewell with a celebratory evening at the hotel’s funky Cobalt Restaurant and Bar on levels 30 and 31. Tease delegates’ taste buds further with Cobalt’s signature molecular cuisine items like nitrogen ice cream and oxygen foam cocktail. Conduct a polaroid photo or social media competition capturing moments at the restaurant with its sweeping city views as the picturesque background. www.pullman-saigon-centre.com

06 POP CULTURE Located in the heart of Silom resides the stylish Pullman Bangkok Hotel G. On arrival, one will sense the great energy of its crew dressed in smart black and white uniform that mirrors the décor and colour scheme of the open-plan lobby. When it comes to event spaces, the 411-sq m ballroom on level 38 perfectly fits 350 guests. The smaller meeting groups will fall in love with the funky and fashionable event spaces called The Retreat, The Library and The Gallery. Keep delegates’ energy up by organising a morning walkathon to Bangkok’s famous Lumpini Park. Immerse them in tai chi, aerobics and yoga with the locals before transporting them via tuk tuk (motorised rickshaw) to other attractions around the city like the popular Four Faced Buddha shrine in the Ratchaprasong district. Host a casual farewell dinner for your conference or incentive group at the hotel’s Scarlett Wine Bar and Restaurant located on level 37 with stunning views of Bangkok city and the Chao Phraya River. Guests will enjoy sharing food platters of modern cuisine and daily specials accompanied by an affordable and extensive wine selection. Alternatively, delegates will love the cool burger bar, 25 Degrees, adjacent to the hotel lobby. 25 Degrees originated from Los Angeles, and is the perfect space for a themed party night. www.pullmanbangkokhotelg.com

G Deluxe Room

Scarlett Terrace Wine Bar

#Knowledge

Building the unconventional experience uniplan hong Kong shares the formula for creating experiential events By engaging audiences with its environment, content, and technology.

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out-of-the-box events are defined as unconventional, cutting-edge and creative, allowing guests to connect and engage with the brand through an unforgettable experience. here are four strategies we use to execute an out-of-the-box event, along with examples to illustrate. Brand storytelling - every brand has its own unique story to tell. translating this story in a way that resonates with the guests through live experience is the key to creating a successful and out-of-the-box event. the goal of the story is to get attendees involved in the character and bring the story to life. similar to watching a movie, our role was to understand the brand components and find a way to immerse guests in a world where they connect in interesting ways; using digital integration and creating elements of surprise is part of that connection. Example: Mercedes me Store Opening mercedes me, a life style brand, is known to be synonymous with f1, fashion, and art. to bring these very aspects out of the brand, we created a live experience that immersed our guests through a series of activities from digitally interactive art performances to a grandeur fashion show with hugo Boss. a f1 car placed at the event venue was the centre of attention and the atmosphere brought guests into the f1 world. a mercedes story was curated to depict a building up to current history, connecting the story to the whole event. Digital integration – in today’s digital era, it is absolutely critical for us to leverage this phenomenon to create another form of engagement with the audience. this is an excellent tool to bring out a personalized experience (one-to-one connection). Example: AIA European Carnival - “AIA 3D Mirror Illusion” stand the giant 7.5m x 6.5m mirror reflected the guests’ actions onto the 3d mirror, creating an illusion that the guests are doing crazy and scary actions on the rooftop of the giant aia house. photos of these scenes were

taken and electronically sent to guests to share their experience via social media platforms. through this event, aia wanted to create a larger-than-life experience for visitors as an opportunity to engage with the aia brand and to create new relationships with the brand in a positive light. in order to achieve this, uniplan needed to design and build a fun-filled environment that attracted large crowds of visitors of all ages and an opportunity for visitors to leave their contact information with aia. Element of surprise - what often makes an event memorable are elements of surprise. these elements can range from small decorations to large wow moments.

Example: Moet Power of Film Gala a raw industrial venue was transformed into a luxurious, posh space for some of the most renowned celebrities in the world. the austere clearwater Bay film studio was transformed into a luxurious event space for the celebration and honouring of filmaid’s recent definitive moments. the event theme of “technicolor and monochrome” created an exciting visual experience for more than 500 guests and celebrities that attended the event. Key celebrity appearances included moet’s brand ambassador fan Bingbing, tilda swinton, donnie yen and Jamie campbell. Do’s and Don’ts in Live Events

Do’s

Don’ts

leverage digital elements in a smart manner that engages/ connects your audience in a deeper way

don’t use digital technology for the sake of including new technology

find ways to create the unexpected, elements of surprise

don’t force new ideas to be your wow moment. these moments are a combination of already existing ideas and how you build them

focus on the experience of the guests from the guest’s point of view, not from the stakeholders’ point of view

don’t limit yourself to typical spaces and format. try to find ways to change spaces and design spaces to fit your theme.

Balance needs of the stakeholders with the needs of the event when delivering what is best for the show

don’t be afraid of changes. new ideas come in and out. we are inspired by what we see on a daily basis. small ideas can blossom into big wow moments.

find priority of your budget even if its limited

don’t force creative solutions in a short time. creative solutions that are cost effective takes time don’t be afraid to take guests out of their comfort level. (eg. sit down event to standing event) don’t think big budget is your wow moment. sometimes small ideas create that moment.

Biz events asia’s #Knowledge section is brought to you by the singapore institute of technology.

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#Associations

ASAE’S IDEAS TAKE FLIGHT AND SLIDE INTO ASIA WORDS: JENNIFER SALSBURY

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2/5/16 2:33 pm

Growing from their start in March 2015 and partnering with sponsor Meetings & Exhibitions Hong Kong (MEHK), ASAE’s specialist event for the region, ASAE’s 2016 Great Ideas in Association Management Conference, Asia Pacific, ran from April 10-12, 2016 at the Kowloon Shangri-La, Hong Kong hotel. ASAE provides research-based resources, knowledge and professional development to the association community. “This conference is an opportunity to gain resources to better manage their associations, build fellowship with their colleagues and to expand career possibilities,” announced John H. Graham, ASAE President and CEO in his invitation encouraging regional association executives to attend. The programme kicked off with a day of training covering essential practices for new executives, after which the programme led the approximately 200-strong senior group through two days of sessions sharing thoughts on current issues in the region – regulatory challenges, growing pains in going global, recruitment and online engagement being just some areas analysed and reviewed. With active members from industries in all walks of life, ASAE’s key value is

to help associations and association professionals transform society through the power of collaboration. China’s presence was strong with speakers from IEEE Beijing, Kellen, as well as Maria Tong of MCI Beijing who manages ASAE in the country. Steven Basart, Director China, Kellen summed up this value in his comment on one particular aspect proving to be a common problem: “Regulatory challenges continue to be of high importance for associations and professional societies across the region. For international association executives, it is valuable to exchange experiences and share best practices as to how to keep an ear on the ground and how to set up successful dialogues with the government on behalf of their organisation. This value was also exemplified by our regulatory session at the ASAE Great Ideas conference.”

Australia as well as national associations from South Korea and the Philippines) together with those from Japan, Malaysia and Singapore, which are in varying stages of reviewing the establishing of national associations in their areas. Moving forward, the GIF event is to rotate around the region with several contenders currently bidding to host the 2017 event in their respective countries.

“Coming together to share ideas in this way creates a vibrant community that makes the world smarter, safer and better every day,” states ASAE. Running prior to the forum, the Asia Pacific Federation of Association Organizations (APFAO) held its first General Assembly with around 20 people representing the four founding members (Associations Forum and AuSAE from

JENNIFER SALSBURY Contributing Editor

Jennifer Salsbury is the CEO at IMC Convention Solutions, an international consultancy for those wishing to understand more about the China and Asian markets. She has over 30 years of experience in destination and convention centre marketing, specialising in international associations and having strong personal connections in meetings industry organisations. Contact Jenny at jennifer@imc-conventionsolutions.com

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Songsan Ilchulbong In Jeju Island, South Korea

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FUN AND GAMES IN KOREA’S COASTAL GETAWAYS 2016 IS RAPIDLY SHAPING UP TO BE A LANDMARK YEAR FOR KOREA’S INCENTIVE TRAVEL MARKET, WITH LARGE-SCALE CORPORATE GROUPS FROM AROUND SOUTHEAST ASIA SELECTING THE COUNTRY AS THEIR HOLIDAY-REWARD DESTINATION. WORDS: BEN JORDAN From January-March 2016 alone, over one million staff members from China McDonald’s, Zhulian, and Kasikorn Bank had fun trying everything from novice skiing lessons at Pyeongchang 2018 Winter Olympic venues to the novelty of strawberry picking in Gyeonggi Province and shopping at the fashion-discount mecca, Paju Premium Outlets. New ways to enjoy Korea are regularly being sought for top-performing employees, and in the southern destinations of Busan and Jeju, event planners will find just that.

BUSAN – A TOP (S)PORT Home to Asia’s largest film festival, as well as Korea’s most famous beach and busiest seaport, Busan is no stranger to international visitors. Yet for novel incentives, visitors can go beyond the obvious attractions while at the same time experiencing the city the way the locals do.

THE GREAT OUTDOORS Busan’s natural assets in particular have long made it beloved by the outdoors crowd, and with the 2014 opening of the city’s first auto-camping site, there are even more ways to have fun in the sun. Reopened for the warm weather on March 1, the campsite can be found in the Samnak Eco Park on the banks of the Nakdong, Korea’s longest river and, at its Busan leg, a place of busy estuaries and well-kept wetlands. Camping groups can enjoy not only prime position beside the Nakdong’s glittering waters, but also the rich facilities of the adjacent Samnak

Riverside Sports Park, from which they can construct all kinds of team building activities. Examples include renting free bikes and having relay races by the river, soccer matches, picnics, and more, all within the park’s 4.7 sq km of space. Regular public sporting and music events also add to Samnak’s atmosphere, and there is even an acupressure foot massage walkway for weary feet.

PHOTO FINISH For a truly colourful outdoors experience, Busan’s Gamcheon Culture Village offers the chance to create an especially memorable photo album. The distinctive hillside village of pastel-hued Lego-like residences began life as a shanty town for Korean War refugees some 60 years ago. Its makeshift homes were then slowly redeveloped with bricks and mortar in the decades that followed, however it was only after a 2009 public art project that Gamcheon’s status as a culture village was really defined. As a result, visiting groups can take photography to the next level, challenging themselves to take the best group selfie while exploring Gamcheon’s unique and winding alleyways on their way to the observatory at the top, the view from which embodies Gamcheon’s occasional appellation as the “Santorini of the East”.

SKATE IT TILL YOU MAKE IT For shopaholics, the fact that Shinsegae Centum City holds the Guinness World Record for being the largest department store currently in existence is probably incentive enough to visit. As

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guinnessworldrecords.com explains, the centre contains “floor upon floor of designer names representing everything from fashion to books and from kitchenware to toys”. However, this commercial behemoth offers far more than retail therapy. With a staggering 60-tee golf driving range and 500-person max-capacity ice rink both located within the complex, event planners can stage exciting sports competitions among employees using department store gift vouchers for onsite shopping as rewards.

Haeundae beach is one of the popular beaches in Busan

Shinsegae Centum City is also welllocated for business events, being a short distance away from major MICE venues BEXCO and the Busan Cinema Center. Time a visit to coincide with the annual Busan International Film Festival (BIFF), and your group will be right at the heart of the action.

Being a Star in Busan In 2014, Amway rewarded 17,556 of its employees with a mega-trip to Korea, staggered across six groups between May and June of that year, and included welcome parties on Jeju Island, gala dinners in Yeosu, and much more. The Busan Cinema Center in particular hosted the company’s 2014 Amway Young Festival, dubbed “I Am a Star”. The event saw the company’s junior members participate in a fashion competition, while an award ceremony was held with Korean actress Yoon Eun-hye and featured performances by K-pop stars Rain, Beast, and T-ara. The Busan Cinema Center is a core venue of BIFF, hosting among other things each opening and closing ceremony.

Jeju Folk Village

JEJU – ISLAND INNOVATIONS Although Jeju Island has long been a popular resort destination for Koreans and overseas visitors alike, new ways of exploiting both its natural and cultural assets for incentives and business events continue to be discovered. The island’s own convention bureau offers many fun ideas for gatherings and team building, while gamifying local shopping venues can be easily done with a little help from the national tourism bureau.

SCENIC SPREADS Jeju’s Jungmun Tourism Resort Complex in the island’s south, which can be found in International Convention Center Jeju (ICC Jeju), offers a range of stunning open-air seaside banquet options at venues such as the Lotte Hotel Jeju, Haevichi Hotel & Resort, and Seaes Hotel & Resort Jeju. Further afield, however, planners will find some truly island-style unique event venues. The Jeju Spirited Garden, for example,

is the perfect setting for secluded outdoor banquets. Comprised of seven themed gardens – each filled with plant life unique to the island along with waterfalls, fountains and dol hareubang (Jeju’s Easter Island-like stone grandfather statues), Spirited Garden keeps the world at bay – at least for a few hours. For an altogether different dining experience, groups can step back into the island’s past at the Jeju Folk Museum, constructed with refurbished authentic Jeju-style housing and recreating village life as it was in the 1890s. Among the buildings is Hallajung, which facilitates banquets for up to 450 persons, while there is also an outdoor banquet space for 450 people. Traditional Jeju handicrafts can also be experienced at the village’s folk art centre. Meanwhile, groups can enjoy dinner and a show at Aqua Planet Jeju, billed as Asia’s largest aquarium event facility. Banquets and meetings can take place next to the main water tank for 120-300 persons, giving them ringside seats to exotic marine life and performances by haenyeo, Jeju’s female divers.

TEAM JEJU Jeju’s frequent selection by Korean corporate groups for team building activities has led to the creation of various programmes by the island’s convention bureau. Its own version of the Amazing Race, for example, challenges groups to discover some of the island’s hidden attractions by

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smartphone, while similar missionbased games take them along Jeju’s olle walking trails and to the UNESCOheritage Geomunoreum volcanic lava tubes. Groups interested in creating their own colourful mementos of their visit, meanwhile, will enjoy the chance to try organic dyeing, using fabrics and dyes native to Jeju. There are also programmes for designing t-shirts and even creating pottery based on the island’s distinctive artwork. Of particular interest to hallyu (Korean Wave) fans will be the Drama Shooting programme, encouraging teamwork through the creation of a short production at one of the country’s most picturesque filming locations. Alternatively, groups can challenge themselves to make a teu, or traditional Jeju sailing boat, which they can then use to stage races along the Jeju coast.

MARKET CHALLENGE While there are plenty of traditional marketplaces in Jeju, Dongmun Market is especially recommended, not least due to its size and proximity to Jeju International Airport. Better still, the market can be gamified and therefore turned into a fun incentive-shopping activity thanks to the Korea Tourism Organization’s handy “Jeju Dongmun Market” guide. Available at the airport or online via the tourism board’s website, the guide can be used by event planners to create shopping challenges for Jeju-specific products and souvenirs using market vouchers and time limits.

Jeju Folk Village

Various forms of gamgyul (Jeju tangerine – extremely popular nationwide due to its sweetness thanks to Jeju’s rich volcanic soil), Jeju chocolates, and other local foodstuffs are just some of the items that make for fun prizes and mementos.

ISFNT-12 Shows Horse Sense Last year’s 12th International Nuclear Fusion Symposium (ISFNT12), held at ICC Jeju from September 14-18, took full advantage of its location, offering its 600 attending delegates various opportunities to soak in the local culture. Visiting nuclear fusion experts from across the globe were able to get handson picking gamgyul (Jeju tangerines) at a local orchard or try horse-riding, an island-specific tradition imported by the Mongols centuries ago. Culture tours also took them to popular Jeju attractions such as the Jeju Folk Village, O’sulloc Green Tea Museum, and Saeseom Island, among others, while the event’s gala dinner included the best of Jeju cuisine. Ulaanbaatar, Mongolia

KEEP THE IDEAS FLOWING As a starting point for brainstorming unique incentive ideas for corporate groups visiting Korea, the Korea MICE Bureau division of the Korea Tourism Organization offers a range of incentive and meeting planner guides at koreaconvention.org. Further explorations of Busan, meanwhile, can be done at bto.or.kr, while readers can delve further into Jeju’s activities and venues via jejumice.or.kr.

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ACTE EDUCATION FORUM RETURNS TO SEOUL

THE 2ND ACTE SEOUL EDUCATION FORUM ENJOYED AN INCREASE IN ATTENDANCE AND PROVED WHY IT IS ONE OF THE MOST IMPORTANT CONFERENCES ON CORPORATE TRAVEL TO ATTEND. WORDS: ALEX PAIK

The Association of Corporate Travel Executives (ACTE) made a return to Seoul on March 31, 2016, for its second Seoul Education Forum. Held this year at the Sheraton Seoul D Cube City hotel, the event attracted about 70 corporate travel executives and travel industry suppliers from both Korea and abroad, and comprised of educational sessions, panel discussions, and networking opportunities. The morning education session kicked off with a presentation titled The Next (Dramatic & Disruptive) Mobile Wave, which showed in what ways even corporate travel trends are now being affected by the ever-evolving uses of information technology. As Korea is one of the world leaders in IT and mobile technology, forum attendees took great interest in topics such as invisible apps and real-time passenger notification platforms. The presentation was delivered by Jay Kim, a key account manager at HRS Korea, and followed by a panel discussion amongst corporate buyers, GDS service providers, and travel management companies. A session on Innovation in Corporate Hotel Programme followed lunch and a light networking session. Kay Lee,

Hyatt Sales Force Senior Global Sales Director of Seoul, gave her keynote presentation on the lack of familiarity with corporate hotel programmes in Korea. The presentation was conducted in Korean to an audience including many local suppliers, and showed ways the local industry could adapt to become more competitive in RFPs by overseas corporate travel managers. Following a panel discussion of local hotel and travel agency professionals, one young hotel sales manager remarked, “Honestly, I think it will still take some time for views on corporate hotel programmes to change. However, if Korea is to keep up with the competitive market of Asia, old habits will eventually erode and these triedand-tested methods will start getting adopted.” ACTE holds many educational sessions and congresses throughout Asia, and this forum was the second ACTE event to be held in Korea. From the momentum of the increased attendance and engaging dialogue during these last two Seoul sessions, ACTE hopes to plan more educational forums and other larger events in Korea.

Benson Tang, Asia Regional Manager for ACTE, expressed continual excitement for future Seoul events, stating, “We are getting more participants to this forum every year, and the involvement and engagement of the attendants are encouraging. There were many meaningful discussions and information exchanges during the Seoul forum.” Regarding the importance of Seoul to ACTE, Tang said, “South Korea is no doubt an important market in the corporate travel industry. Although the concept of corporate travel management is still at an early stage, the corporate community is paying increasing attention to corporate travel management. Especially since more and more Korean firms are employing dedicated personnel to manage corporate travel.” Sponsors for ACTE’s Seoul Education Forum included Best Western Hotel & Resorts, HRS Global Hotel Solutions, Japan Airlines, and Starwood Hotels and Resorts.

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ASSOCIATIONS FORUM NATIONAL CONFERENCEâ&#x20AC;&#x2122;16

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FUTURE FORETOLD A PANEL SESSION MODERATED BY INTERNATIONAL MEDIA PERSONALITY AND TRAVEL HOST, ANITA KAPOOR, DISCUSSED HOW DESIGN AND TECHNOLOGY ARE IMPACTING THE FUTURE OF HOSPITALITY. WORDS: GINA SIN

Held at Hotel Vagabond’s Bar Vagabond @ the Salon, the future of hospitality panel discussion covered design and technology trends and advances this year, and how they are affecting guest experiences. Panellists include Allan Yip, Vice President Marketing, Distribution and Brands at Artyzen Hospitality Group, Paul Semple, Principal at HASSELL, Judith Davidson, Head of Marketing at HomeAway, James & Tamara Lohan, Founders of Mr & Mrs Smith Hotels, and Bleisure Traveller Damion Breust.

DESIGNING THE TECHNOLOGICAL EXPERIENCE The rapid evolution of technology within less than a decade has enabled the hospitality industry to better identify how and what truly engages the user experience. However, designing how technology should be used in guest experiences is no mean feat. As Mrs Lohan shared, a hotel she came across had all their staff constantly on their mobile phones. She later realised that they weren’t being rude – they were all working through a work group chat. Breust commented that technology has advanced rapidly the past five years allowing more trusted platforms to provide trusted information. Consensus was that while technology is an enabler of communication, it should not replace common sense and service standards. Being able to anticipate a guest’s needs before being asked for it defines the fine

art of hospitality know-how. An example of this is the service experience at The Upper House in Hong Kong. Renowned shared economy and disruptor HomeAway’s Judith Davidson affirmed that technology allows the everyday citizen to participate in hospitality; turning homes into businesses. Other than giving home owners a go, technology gives travellers preferred options from local experience driven location to the number of bedrooms and common space in a home that promotes emotional connection with each other. Davidson stressed that at HomeAway, no matter how advanced technology is, a human is needed on the other end of the phone when there is trouble.

DESIGN IS KEY Artyzen Hospitality Group’s Allan Yip explained that data has changed the way hotels are designed. With a clearer understanding of what consumers want, design needs to focus first on consumer needs. Service design also needs to be personable. “If there is something I won’t install at home, it will not be installed in my hotel,” said Yip. Supporting Yip’s comments was Paul Semple from HASSELL. He believes that design is the curator of experience and it is best to cut through the “noise” (negativity from online platforms) and understand what consumers

really want such as how consumers use accommodation rooms. HASSELL works closely with clients to unlock opportunities instead of building facilities in a hotel that are of less importance, like business centres.

ADVICE FOR THE FUTURE Kapoor suggested that big and boutique hotels could share knowledge, experience and work together for a more sustainable future of hospitality. According to Yip, one should respect the principle that a brand cannot be everything to everybody so it is best not to complicate hotels. If the basics are right, the future may not be as bumpy. Semple seconded the bumpy future but insisted that the industry should continue to filter out noise. Davidson sees the potential of hospitality and suggested the industry to have a less cookie cutter approach as travellers are seeking more unique experiences. When using shared economy services, consumers can also be offered a bundle of other services like cleaners, drivers and babysitters. As the only consumer on the panel, Breust challenged the industry to keep up with change and be aware of pitfalls. Security will remain a main concern of business and leisure travellers. The industry has to work hard to address security concerns. He predicted that in three years, the market will be different again.

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VENUES THAT DEFY CONVENTION BRILLIANT EVENT IDEAS ARE BEST REALISED IN SPACES THAT TELL A GREAT STORY. OPEN THE DOORS TO FIVE VENUES, EACH A CHAPTER OF SINGAPORE’S COLOURFUL HISTORY.

iving up to its reputation for efficiency, safety and the ease of doing business, it isn’t hard to see why Singapore thrives as a destination for global events and meetings. Delegates attend a myriad of events all year round, which turns the focus on organisers to create memorable concepts and experiences. Meeting spaces are changing in favour of the unconventional, and organisers are driven to move their events out of the box in order to keep delegates engaged. Singapore’s rich and diverse cultural influences have created a unique blend of the old and new. It is a modern metropolis that glitters with historical gems. From a chapel to the old Supreme Court, explore five spaces that promise to add a twist to your next event.

WORDS: ONG WENLI DESIGN & LAYOUT: GAVIN LIN

CHIJMES HALL, CHIJMES

THE NATIONAL GALLERY SINGAPORE

This enclave was a convent school and quarters 160 years ago and has since been gazetted as a national monument. Given a facelift last year as part of a SGD45 million refurbishment, the CHIJMES Hall has been a popular venue for gala dinners and increasingly a hotspot for lifestyle events such as fashion shows or team building activities.

A decade-long project that was only completed in November last year, the National Gallery Singapore was designed to retain elements of what were formerly the Old Supreme Court Building and City Hall. Currently the largest visual arts venue and museum in Singapore, the Gallery houses the Supreme Court Terrace, which was designed around the original Supreme Court Rotunda dome.

The carefully restored high ceilings and stained glass windows add a touch of glamour while the long aisles come in handy when planning for something different. Conveniently located across the road from the City Hall MRT Interchange, the exciting new mix of dining and entertainment offerings within the CHIJMES complex are also perfect for unwinding post-event.

Banquet Seating: 300 pax

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The versatile space at the Level 4 Mezzanine also features tree-like structures extending to the glass roof that provides an interesting centrepiece and icebreaker. An added draw is the adjacent Glass Room that can function as a separate reception area overlooking the dome.

Theatre Seating: 265 pax (Supreme Court) 125 pax (Glass Room)

THE PAVILION @ FAR EAST SQUARE

THE CHAPEL, NATIONAL DESIGN CENTRE

THE POD, NATIONAL LIBRARY BUILDING

Sitting at one end of Far East Square between Chinatown and the CBD, the Pavilion was recently reopened in January 2016. It was given a new lease of life by The Rice Company, a non-profit organisation committed to enriching the community through the development of arts and culture. Level one of the two-storey complex offers an expansive performance and exhibition area while the second floor houses budding entrepreneurs who are drawn to the creative energy.

The former Nanyang Academy of Fine Arts and later, Chinese Opera Institute, is now fittingly at the heart of the most vibrant art and cultural district. Bordering Bugis and Bras Basah, the arts and heritage districts in Singaporeâ&#x20AC;&#x2122;s civic centre, the buildingâ&#x20AC;&#x2122;s design features wide-open spaces and a careful adaptation of the pre-war buildings.

This iconic building opened its doors in 2005 and sits in the heart of the vibrant Bugis area, known for its countless dining and entertainment options and museums. The adjacent Kampong Glam district is rich in culture and history and also home to some of the trendiest cafes and restaurants.Perched at the top (level 16) of the National Library Building, The Pod provides an intimate setting for seminars, product launches and cocktail receptions.

The versatility of the space is evident by the diverse events that have been hosted since its opening, from musical productions, a flea market and an Annual General Meeting to even a Muay Thai match.

Banquet Seating: 400 pax

The conserved chapel in Block D was creatively restored to become a 120-seater auditorium with retractable seats that can be hidden to convert the space to a different layout. The atrium at the main building was designed as a more collaborative space, featuring plenty of filtered daylight and open public spaces.

Theatre Seating: 120 pax

Floor-to-ceiling windows offer a rare panoramic view of the major attractions in Singapore. The National Library Building also offers a variety of other venues from the Courtyard, the Plaza to exhibition spaces throughout the complex.

Theatre Seating: 130 pax

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Sofitel Luang Prabang

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LAND OF ZEN AN ACCORHOTELS REGIONAL MEDIA FAMILIARISATION TRIP TO LUANG PRABANG, LAOS, SHOWED BIZ EVENTS ASIA HOW THIS UNESCO-PROTECTED GEM WILL STEAL EVEN THE HARDEST OF HEARTS. WORDS: GINA SIN

It was 44 degrees when we first touched down in Laos. Even for locals, the heat was unusual. But this did not dampen the group’s enthusiasm in the city of Luang Prabang, a UNESCO World Heritage Site situated in the north of Laos. Languid and lovely, Luang Prabang was once the royal capital until Vientiane became the administrative capital in 1946. Today, it remains as the most visited city in Laos. 90 percent of the people in the country work in agriculture, with rice accounting for 80 percent of agricultural production in Laos. This is an unspoiled destination that has yet to be discovered en masse – its religion, culture and tradition still tenacious. A natural beauty, Luang Prabang is surrounded by mountains and is 700 metres above sea level at the confluence of the Nam Khan and Mekong Rivers. Explore the city’s old-world charm made up of over 2,000 saffron-clad monks living in 33 gilded Buddhist temples and monastries, breathtaking scenery, sustainable community outreach programmes, rich culture and Gallic villas revived as boutique hotels.

GETTING THERE The most convenient international gateway to Laos is Bangkok. Flying in from Singapore, it is well worth it to spend a night or two at Novotel Bangkok Suvarnabhumi Airport Hotel.

Great for large groups, the hotel offers 612 rooms and suites, seven restaurants and bars, a luxurious VOUS Spa, a swimming pool surrounded by tropical gardens complete with a pool bar, a business centre with secretarial services, 12 meeting rooms that accommodate up to 1,000 people and expansive spaces to accommodate various events. Its “24 Hours Flexi” and “Flexi Meal” allows for no set check-in time. Guests can arrive at any time and check out 24 hours later, as well as receive the usual breakfast meal adjusted to any buffet of the day (conditions apply). En route to the land of Zen, check into one of Bangkok Airways’ boutique lounges at Suvarnabhumi Airport, available to all Bangkok Airways passengers at no extra charge. The Blue Ribbon Club Lounge offers exclusive services to premium passengers flying with Bangkok Airways’ business class. Apart from food and beverage options, hot meals, a personal shower room, a massage parlour and a library room – which can also be used as a small meeting room – are also available.

STAY Lunch at 3 Nagas Luang Prabang MGallery by Sofitel is one experience that should not be missed. The 3 Nagas restaurant gives a perfect introduction to the Lao cuisine, which consists of an assortment of fresh vegetables, spices,

buffalo meat, and more. This charming boutique hotel is within close proximity to the ancient city’s major tourist attractions – it is only two blocks away from the Royal Palace Museum – and is housed in three restored UNESCO Heritage buildings. The hotel’s 15 rooms blend historic architecture and modern contemporary charms. In similar UNESCO-protected fashion, Sofitel Luang Prabang was once a century-old mansion of a former governor’s, restored to its full grandeur and grace. Time seems to slow down at the hotel, being surrounded by a lush tropical garden and boasting 25 suites ranging from 46 to 120 sq m, each with its own private garden, oversized bathtub or private pool. The hotel restaurant, Governor’s Grill, offers a delectable blend of fine western gastronomy and traditional Lao cuisine. Guests enjoying the restaurant can choose cosy indoor seating or alfresco dining in a colonial-style tent overlooking the garden. Sofitel Luang Prabang’s private boardroom and lounge, Kaipen, accommodates up to 70 people, while The Garden is a great space to hold a 200-pax sunset cocktail event. Just beneath the meeting room, the hotel’s Ka-toke cooking school can be booked as a team building cooking class. To relax and rejuvenate, LE SPA offers treatments and therapies that combine

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ancient Lao healing techniques with local organic products and the latest advances in skin care. Guests can also opt “Blind Massages”, which are provided by local community members with disabilities as part of the hotel’s sustainable development initiatives. These massages are slightly more vigorous and intense than usual due to the heightened senses of the therapists. As Pablo Barruti, General Manager at Sofitel Luang Prabang sums it up, “Heritage is married with modern comfort, and the enduring tranquillity of the destination will appeal to guests in search of refuge in this age of sensory overload.”

Morning market Monks receiving Alms

EXPLORE AND EXPERIENCE It is almost a ritual for first-time Luang Prabang visitors to visit the Royal Palace Museum, which houses exhibits tracing back several centuries to the turbulent past of the Lane Xang kingdom and colonial era. Originally the residence of the royal family, the royal chambers, murals and artefacts have been carefully restored to offer a fascinating glimpse into the royal family’s lifestyle. The forests around Kuang Si Waterfall have always attracted a large number of butterflies. Olaf and Ineke from the Netherlands sold everything they had and moved to Luang Prabang to realise their dream of creating a research centre studying and publishing about Laos butterflies, host plants and other conservation projects

T Photo credits: SUPERADRIANME.com

“

the city’s old-world charm is made up of over 2,000 saffron-clad monks living in 33 gilded Buddhist temples and monastries, breathtaking scenery, sustainable community outreach programmes, rich culture and Gallic villas revived as boutique hotels.

“

Novotel Suvarnabhumi Airport Hotel Ballroom Foyer

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3 Nagas Luang Prabang MGallery by Sofitel

brought about by environmental issues in Laos. The Butterfly Park was established 11 months after the couple started work in Laos. It is open to the public and creates educational experiences for schools to create awareness about the importance of preserving nature. Volunteer biologists, botanists and entomologists visit and train the local staff, who are funded by donations and entry ticket sales. Funding will also help provide safe and free transportation for groups up to 30 children. Approximately 30 kilometres away from the city, Tat Kuang Si is home to one of the most stunning waterfalls in Southeast Asia as well as the Free the Bears Tat Kuang Si Bear Rescue Centre. Learn about the various bear species and the sanctuary’s rescue efforts. Trek up to the top of the waterfall for some great photo opportunities or dip into one of the many cooling pools as you go downstream. Social enterprise Ock Pop Tok began working with Lao artisans in 2000, after being inspired by a vision to create opportunities for weavers to advance their skills and secure a sustainable source of income for their families and communities. Nestled on the banks of the Mekong, Ock Pop Tok’s Living

Crafts Centre offers visitors a chance to learn more about Lao textiles and handicrafts, including classes to create your own textile or weave your own bamboo basket. For a touch of exclusivity, Luxury on the Mekong offers private boat charters for both overnight and day charters. The boat, named Dok Keow, is 28 metres in length and comes equipped with a kitchen, two bed rooms and ensuite bathroom, and a shower area. Catering and itineraries can be fully customised, such as a picnic or champagne brunch at a stopover on a sandbank.

BOURNE IDENTITY The fabric of diverse ethnic groups, their traditions and cultural identities form the heart and soul of Laos. The Traditional Arts and Ethnology Centre (TAEC) is the only independent non-

Ock Pop Tok

proft museum and resource centre in Laos dedicated to the collection, preservation and interpretation of the traditional arts and lifestyles of the country’s many ethnic groups. Learn about TAEC’s broad range of museum and community engagement activities, or take part in one of the TAEC director-led seminars or half-day handicraft workshops. While Luang Prabang is considered the tourism hub of Laos, it never feels like a bustling tourist trap found around the region. The languid pace, friendly faces and picturesque landscapes will more than make up for almost any weather conditions that may come your way.

Kuang Si Waterfall Park

Asian salad with buffalo meat

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THE NEW REALITY WHAT ARE PHYSICAL WEB BEACONS AND HOW IS THE AUGMENTED REALITY TECHNOLOGY A COMMONPLACE IN EVENTS?

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#WiredUp

The emerging beacon industry is at its embryonic stage of development but has potential ramifications for the events industry. With major tech companies like Apple, Google, and Facebook making multi-million dollar investments into beacon technology you know it is something to keep an eye on. A second generation of beacon technology: Google’s “Physical Web”, was showcased by designers Rob Peart and myself at Singapore Design Week from March 8-20, 2016. The #DesignDiscoveryTour - mobile formatted walking tours of Chinatown and Little India – raised awareness of this next generation of beacon technology. The tours highlighted an interactive map that showed locations of design and heritage significance in walking distance of the New Majestic Hotel in Chinatown and Wanderlust in Little India. The web tours were accessed from beacons positioned in the lobbies of the hotels without the need to install a unique application. To encourage event participation, Unlisted Collection (the owner of the participating hotels), offered staycation prizes. Augmented Reality (AR) smart glasses were demonstrated so “design tourists” could choose to access the tours using the AR headsets instead of their smartphones. This novelty created a talking point for organisers and participants. Local food and beverage businesses hosted additional beacons broadcasting hidden menus and special offers.

WHAT IS THE PHYSICAL WEB? The Physical Web is a method for Bluetooth Low Energy (BLE) beacons to communicate webpage links directly to smartphones without the need for a unique application to be developed, downloaded, and installed on the device. The Physical Web beacons speak directly to a phone’s browser. This overcomes one major obstacle to popular beacon adoption: people resisted installing an app for a one-time engagement.

companies now manufacture Eddystone beacons that support the Physical Web protocol. The distinguishing characteristic of the Physical Web is that it communicates directly with a smart phone browser. Everyday mobile formatted websites are used instead. The Physical Web is an evolution of the original iBeacon™ platform launched by Apple in 2014. iBeacon requires users to install dedicated applications on their devices, which has been a major barrier to beacon adoption. Whereas the Physical Web circumvents this obstacle. As Chrome, Opera, Firefox, and other mobile browsers upgrade to support the Physical Web it opens the door to increased beacon use, but we are still at an early stage of adoption. It is similar to the situation with Wi-Fi 10 years ago. In those days we had to install a sign to say that Wi-Fi was available. We had to show people how to find the Wi-Fi network on their device and navigate to enter the password. These days the majority is familiar with Wi-Fi and log-in without support from IT staff. We should be able to see history repeating itself with beacons and the Physical Web. For now, we have to educate and signpost that a beacon is available. We have to help individuals to configure their phones so they can enjoy these additional services. In coming years though, people will turn up at meetings and events, log-in to the Wi-Fi, and then start looking for beacon services. Just like Wi-Fi today, beacon services are destined to become an expectation of business event attendees.

GREGORY CORNELIUS Managing Director Modn Media

The future of beacons and events Beacons installed at business event facilities offer a new media platform upon which useful content can be delivered to event stakeholders. Examples of possible software products and services that could be broadcast over the top of a beacon network include: AV equipment speaker profiles, event social networks, and surveys interactive advertising

The Physical Web is a new technology that’s part of Google’s Eddystone beacon platform launched in June 2015. Eddystone is to beacons what Android is to smartphones. Any manufacturer can install the open source software platform on their beacon hardware. Some 20

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# FEAST WITH YOUR EYES AN UPSCALE VENUE IN SINGAPORE ELEVATES THE FOOD AND ART EXPERIENCE. From palate to palette, food and art have long joined forces to create an artistic medium for enriching the dining or banqueting experience. Perched on the 40th floor of Singapore’s latest green landmark CapitaGreen overlooking the Marina Bay Sands skyline and flaunting an adjoining 15,000 sq ft (1,394 sq m) roof terrace, Artemis Grill blends flavours from coastal Spain, Southern France, Italy and Greece to give birth to a Mediterranean splendour. If making food like edible art isn’t enough, Artemis Grill’s menu maps the journey from farm to fork with some of the best Mediterranean produce that Chef Fernando Arevalo takes pride in. He works with artisan suppliers who share the restaurant’s commitment to quality and sustainability, including meats that are grass-fed and hormonefree, wood-fired Heirloom produce dishes reminiscent of a Mediterranean seaside lifestyle, and having one of the the largest selection of vegetarian and gluten-free dishes in Singapore. A 100 year-old olive tree acts as the centrepiece of the roof terrace, which features full sound and light capabilities for corporate presentations. This open-air Sky Forest can accommodate

WORDS: GINA SIN Gambero Welsh Lamb Saddle

Patagonian Tooth Fish with Heirloom vegetables

Lobster Tail

10-100 pax in a cocktail event setting, while its main dining area accommodates the same number of people in a sit-down meal setting. Two private dining rooms accommodate up to 14 pax each, and 36 collectively. Floor-to-ceiling windows provide an abundance of natural lighting, and has views as stunning during the day as they are at night. Artemis Grill’s 350-bin wine list features a superb selection of organic and biodynamic wines sourced from around the Mediterranean. World Wide Water ™ is the water of choice to help minimise waste and the carbon footprint of importing endless amounts of bottled water. Interestingly, CapitaGreen was built to minimise solar heat gain, with its innovative façade that employs energy-efficient double-skin high-performance glass and extensive vertical greenery. It harnesses innovative water-saving techniques such as rainwater harvesting to irrigate the building’s plants, while a cool void at the centre core of the property permits air flow throughout the building to effectively regulate the building’s temperature.

MAY 2016

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#Engage

HERITAGE PRIDE FROM A MONTH OF LAUNCH EVENTS AT INTERCONTINENTAL SINGAPORE, BIZ EVENTS ASIA ATTENDED TWO THAT SHOWCASED CONSISTENCY AND QUALITY. WORDS: GINA SIN PHOTOS: CHUA YI KIAT

The first Wine Down Wednesday networking event in 2016 organised by ACI HR Solutions and Biz Events Asia attracted at least 100 people within the events, tourism and hospitality industries to the newly refurbished lobby lounge of InterContinental Singapore. Supported by the Singapore Association of Convention and Exhibition Organisers and Suppliers and the Association of Corporate Travel Executives, guests got the chance to explore parts of InterContinental Singapore’s multimillion dollar revamp project. Accommodating up to 148 guests, The Lobby Lounge exudes a captivating old-English grandeur while retaining aspects of Peranakan heritage. Guests mingled and tasted the hotel’s extensive range of hors d’oeuvres amidst grand chandeliers and towering colonial pillars with colourful Peranakan tiles surrounding the base of each pillar cocooned. Its new Ash & Elm restaurant, refurbished from what was once the Olive Tree Restaurant, is a European dining restaurant featuring three

culinary theatres – a charcuterie and cheese room, wood-fired oven and an open-grill kitchen. Earlier in March, InterContinental Singapore hosted a launch event that brought guests through a story-telling

The Lobby Lounge

journey from The Lobby Lounge to the elegant lobby with Peranakan-inspired concierge lounge, Heritage rooms and suites, and the light-palette guest rooms of the main tower. The journey ended at the Presidential Suite with a number of cocktail stations and a table of hors d’oeuvres beautifully spread out, complete with an ice sculpture of the hotel building.

Presidential Suite - Living Area

MAY 2016

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WORDS:

“

“ 52

MAY 2016

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2/5/16 3:08 pm

“共同未来”展滨海湾花园照片由笔克环球服务有限公司提供

同的中介或代理公司将处于同一个空间

“革新”才是唯一不变的法则

进行“厮杀”

George P Johnson (GPJ) 有机会与中国互联网巨头如腾讯

百度和支付宝合作

对中介或代理公司而言

这是一个严峻的挑战

但对客户来说却是

受益匪浅

这些大机构所面对的其中一个主要问题是如何在革新的过程中仍保持其在市场中的领先地位

就以腾讯和阿里巴巴来说

目

前为止没有任何一家公司有能力为他们提供服务

B2B行销也能玩创意在分析数据时面式

以上的某一家互联网巨头创造

了一个独特的方式来进行创新和改革年两次

不要只是着重于生意的层

必须从数据中看到和了解客户本身

了解他们的需求和兴趣

有鉴于此

一

领先的中介或代理公司将受邀为

此互联网巨头提供创新的点子定新策略和方法

并从中拟

此方式的一大挑战是不

GEORGE P JOHNSON 董事总经理 CHAN WEE TECK 的小提示

他们的生活方

体验式营销机构如何挑选场地场地的规模

设施和技术方面的支持是极

为重要的

相信大家都不会反对这个说

创意来自于

法

很多场地拥有一个能干的团队

了解客户需求背后的“为

而

在挑战降临时

以及他们渴望成为什么

对客户的洞悉

如何去面对

然

什么”才能为客户打造一个独特的体验一个好的创意点子除了能将信息有效地传

牵涉到服务水平的问题了

达给目标客户外

国家和地区来说

以及花

多少时间去解决问题才是关键所在

地传达品牌目标

还能以简单的方式清楚

重要

通常

这就

对市场较小的

如新加坡

这一点尤其

我们会仔细查看场地的清单

是否详细而全面

以及该场地是否愿意与

我们一起“赴汤蹈火” 哪些技术是商务及会展活动应采用的 1. 能为客户提供个性化服务的科技 2. 能为客户提供互动和有趣体验的科技 3. 充分利用基于位置的技术型活动上

尤其是在大

虽然这不是什么新技术

是往往却被忽视

但

没有最大限度地发

挥其作用

MAY 2016

#封面故事

连年成长的法兰克福 IMEX展 2016年法兰克福IMEX展吸引近9000名来自全球的国际买家与专业观展者

MAY 2016

WORDS: EL KWANG

“Exclusively Corporate @ IMEX是法兰克福IMEX展中的一项重点活动也是企业买家不可错过的活动之一我每年只有3到4次的机会可以暂且放下职务到其他国家和地区参加展会或活动而IMEX展是我绝对不会错过的展会之一 ” Alise Long 荷兰蒂斯曼集团战略会议及活动经理

奖

以肯定她多年来对会展教育所作出的巨

大贡献在科技发达与企业关系紧密的今日

展会是

战略和业务发展副局长苏琦然

否已经失去了其意义

对卖家来说

参加展

Teerarat

会意味着额外的开销

而买家为了参展则必

须暂且放下工作

飞往展会举办地

Supawan

Janet Tan-Collis也是新加坡会议

展览协会的主席

女士则向大家介绍泰国的创意

加强业务联系

产业

会见一

虽然法兰克福IMEX展是个大型展会

个接一个的客户和出席一场又一场的研讨会

世界过敏症会议经理Leah Skogman也受

参展者对彼此却不陌生

或讲座

邀在ICCA亚太区会议上与各位来宾分享她

家庭

所负责的活动的细节和概况

广泛的认可

每年都有很多会议及奖励旅游展在

世界各地举行

为何德国IMEX展总是能够

吸引那么多国际买家与专业人士来参展

以及在选择会

大家犹如一个大

为了让会展业得到更大的肯定和更

销组织

展举办地时的考量因素

可是

IMEX主办方联同欧洲城市营

European Cities Marketing

国际大会与会议协会

ICCA

和国际会议

企业买家之间的联系

中心协会 (AIPC)

是全球会展城市每年不可缺席的一场盛会

IMEX展的其中一项活动是在豪华的洛克

会

今年是Biz Events亚洲首次参加法兰克福

福特别墅肯尼迪酒店举行的Exclusively

论坛

IMEX展

Corporate @ IMEX

中包括了德国国家及区域政府部长出席了

IMEX为全球最大的会议及奖励旅游展

也

此次展会让Biz Events亚洲大开眼

界

在展会正式开幕的前一天

动

如协会教育及联谊活动和国际大会与

会议协会开

ICCA

多项外围活

高层次的企业专属

共有来自26个国家的90位企业

买家受邀出席了这项活动

亚太区会议就已隆重展

为接下来的展会活动定了基调

软公司

在国际大会与会议协会

ICCA

议上

马来西亚会展局

西门子公司和

著名商业战略专家Kaihan

驱动力

述他们如何评估会展业的经济效益

不可错过的活动之一

如何衡量会展的经济效益是至关重要的

我

们需要一个完善的评价体系澳大利亚国

新加坡和泰国都是著名的会展

虽然澳大利亚会展业起步较早

会展业已处于非常成熟的阶段展业经济效益方面出

而且其

但在评估会

新加坡却显得非常突

新加坡旅游局会展与会议执行总监林

当

旅游与大型活

艾尔斯(Stuart Ayres)

商务活动是新南威尔士州经济的主要

长 IMEX展中的一项重点活动

长Ray Bloom先生在IMEX开幕致词中说

动部部长斯图尔特

培养思维的敏捷性和灵活性 Exclusively Corporate @ IMEX是法兰克福

以及如

澳大利亚新南威尔士州贸易表示

亚太区会

IMEX集团董事

主办了IMEX政治家

这个论坛

Krippendorff博士在活动上与来宾分享如何

新加坡会展局和泰国会展局分别向与会者阐何赢得政府的多方面支持

的赞助下

逾40位具有政治影响力的人物

他们包括微

标致汽车公司

MAC化妆品

会员之间的紧密联系澳大利亚会展局

活动

AIPC

并在联席会议产业委员

它不但刺激本州的知识型经济的增

保留

支持贸易与投资

有助于人才的招聘和

还促进了可持续经济增长

也是企业买家

荷兰蒂斯曼集团战略

会议及活动经理Alise Long表示

她每年只

IMEX集团首席执行官Carina Bauer也表示

今年多位来自全球的高级政坛领袖和政

有3到4次的时间可以暂且放下职务到其他国

府官员出席了政资论坛说明了许多国家的政

家和地区参加展会或活动

府极度重视会展业

而IMEX展是她

并肯定了会展业对经济

绝对不会错过的展会之一

发展

尤其是知识型经济的带动作用

对会展业的杰出人才给予肯定

许多参展商和观展者无不被IMEX集团董事

今年的第14届IMEX庆祝晚会在法兰克福机

长Ray Bloom先生和他的女儿的谦虚和亲

场喜来登酒店及会议中心举行

主办单位在

力亲为所感动

当晚颁发多个奖项给数名嘉宾

以肯定他们

家和展商沟通和交流

他们无时无刻都在展厅与买设法了解他们的需求

多年来对会展业所作出的贡献来自AEG奥

和向他们寻求反馈

格登集团的会展中心总监Geoff Donaghy

身为集团董事长的Ray Bloom先生竟亲自

会议上与大家分享新加坡如何衡量其直接

获颁本年度的IMEX奥斯卡奖

动手协助收拾整理媒体资料区

间接及衍生的经济效益

业老将Janet Tan-Collis则被授予了专业会

分体现了商务活动及会展业所强调的人际

议管理协会

关系素养

雪颖

Jeannie Lim

女士在ICCA亚太区泰国会议展览局

PCMA

新加坡会展

的年度全球行政会议

最令人感动的一幕是他的举动充

MAY 2016

gina@bizeventsasia.com

el@bizeventsasia.com

WeeTeck.Chan@gpj.com

Vince.Ota@gpj.com

2016 5

BIZEVENTSASIA.COM

MAY 2016

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