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Creative ideas and solutions for your next event
Change it up
ISSUE 4 2018
C R E AT I V I T Y I N E V E N T S C O N V E N T I O N & E X H I B I T I O N R E P O RT WORLD CUP SPECIAL E V E N T M A R K E T I N G AWA R D S JUNE / JULY 2018
CONTENTS
LETTER FROM THE EDITOR
LIGHTBULB MOMENTS
C
reativity may be an intangible, news and updates from centres in the region including Hong
unquantifiable concept – but Kong Convention and Exhibition Centre and Kyoto International
it’s everywhere around us in the Conference Centre. New tech, new programmes, new teams – we
events world. It’s not just limited have the scoop.
to the way an event looks, but rather expands Moving on to our Big Interview segment, we sit down with Paul
to lots of aspects including content delivery, Lu, events director at Intel China, to learn about how the tech
registration, and venue – all of which come giant uses events as a means to fulfil “brand promise” and how
together to achieve a common goal of he deals with increasing cost pressures.
making events better. Incidentally, Lu was a judge at CEI’s very own Event Marketing
In this issue, we dive into the many ways planners and corporates Awards, which we cover extensively in this issue. Read all about the
are using creativity to fuel their events, including breaking winning campaigns and peek at photos of our invite-only ceremony
conventional rules of storytelling, using venues beyond their night at Eaton Club in Hong Kong.
physical spaces, considering data and tech as enablers of creativity, As usual, we’d urge you to check out our exclusive industry
and the “localisation” of creative concepts in China. announcements, case studies, and photo galleries on campaignasia.
In a World Cup special, learn about the creative ways brands are com/cei and subscribe to our thrice-weekly newsletter. Till next
leveraging sporting events beyond sponsorship. We also touch on time, creative juice boxes for everyone!
China’s increasing presence in this year’s World Cup and what it
means for the rest of the region. Surekha Ragavan, editor, Campaign Events Impact (CEI)
In our annual Convention & Exhibition Report, we cover the surekha.ragavan@haymarket.asia
C O N T E N T S R E A D M O R E AT C A M PA I G N A S I A . C O M / C E I
04 COMMUNITY & BRIEFING 30 COVER STORY
Your indispensable news round-up How to use creativity as an
overarching concept for your events
10 WHAT’S NEW
Macau’s swanky new Zaha Hadid- 37 EVENT MARKETING AWARDS
designed hotel and other openings The winning campaigns and photos
in the region from CEI’s annual awards night
12 CEC REPORT 46 BIG INTERVIEW
Updates on key convention and Paul Lu, events director at Intel, on
exhibition centres in the region Cover story… Creativity abound fulfilling brand promises and managing
cost pressures
18 TECHNOLOGY
Are software integration tools what 50 DESTINATION
we need in the industry? Why Kaohsiung is Taiwan’s new
business events darling
22 CREATIVITY
How brands are cashing in on the 54 WHAT IT’S LIKE TO WORK ON…
biggest sporting event on the planet – A peek into the creative partnerships
the World Cup and ideas behind TEDxSydney
Sign-up
to the CEI newsletter
26 CASE STUDIES www.campaign.asia/RegisterCEI
Amway Indonesia’s swanky cruise trip;
Marvel’s new immersive show Big interview… Paul Lu, Intel China Follow us on Twitter@ceiasia
campaignasia.com/cei ISSUE 4 2018 3
COMMUNITY
WHAT’S HAPPENING AROUND THE WORLD...
SUSTAINABLE MEETINGS
Chatter
“ It’s important to
comprehend context
when you want
to measure
HILTON DITCHES ICC SYDNEY engagement ”
Prerna Pant, Circus Social
PLASTIC The convention centre
(p.20)
The hotel group will eliminate brings together more than
plastic straws across all its 30 local and international
properties in Asia-Pacific by organisations including major
“ In today’s world,
the end of 2018. This will also hotels, museums and city brands are acquiring
mean no more plastic bottles in attractions to improve Sydney’s more than the rights
conference and event spaces. environmental performance. to leverage assets
to commercial
advantage ”
Lizi Hamer, Octagon
HONG KONG 10/F, Zung Fu Industrial Building, 1067 King’s Road, Quarry Bay, Hong Kong
SINGAPORE 21 Media Circle, #05-05, Infinite Studios, Singapore 138562
(p.24)
To email one of the CEI team listed below please use first.lastname@haymarket.asia
Telephone +852 3175 plus four digit code below
EDITORIAL Head of Content Robert Sawatzky (+852 3175 1992) Editor Surekha Ragavan
(+65 6579 0557) Deputy Editor Olivia Parker (1998) Online Editor Matthew Miller (1931)
COMMERCIAL Head of Business Development and Sales, South East Asia Stephen Thomas (+65
“ We all try to create
something different…
6579 0536) Business Development Director, North Asia Anisa Hung (1956) Content producer
Andrew Genskow (1954) Sales Support Executive Hanielyin Wong (1920)
DESIGN Head of Design Ben Browning Senior Art Editor Louise Liu
to make our event
PRODUCTION Production Manager Liza Po
SUBSCRIPTIONS
CEI is published 6 times per year by Haymarket media Limited.
The magazine is available free of charge to qualifying readers; please complete the form
at www.cei.asia & click on the ‘subscribe’ link. unique. In China, it’s
Non-qualifying readers can subscribe by
calling +852 3175 1982 or emailing subscriptions@cei.asia
Printed by Elite Printing (Hong Kong) Co Ltd, Rm 1401-8, Hong Man Ind. Centre, 2 Hong Man Street,
Chaiwan, Hong Kong.
a different story ”
© Haymarket media Limited all rights reserved. ISSN no. 2073-8579. No part of this publication may
be reproduced without the prior written permission of the publishers.
Bert Li, Amway
MANAGEMENT Finance Director David Newton Managing Director Tim Waldron (p.32)
Brand Director Atifa Hargrave-Silk
4 ISSUE 4 2018 campaignasia.com/cei
Inspiring events for better business results A gateway to the Chinese meetings, events and incentives industry. Connect with us at www.cibtm.com Organised by
BRIEFING
Aiming high… Industry
reps are calling for
more events
infrastructure and
strategic thinking
Indonesia looks ahead to
major events road congestion and ferry delegates between
Tangerang and Jakarta in under 30 minutes.
The same journey can currently take more than
The country is trying to look beyond Bali to position itself as an hour by car.
a valuable player By Surekha Ragavan Something else that needs to be fixed is the
ministerial mindset of equating business events
T
he year has hit its mid-point, but at DestinASEANplus 2018. with tourism. Sukirno said that the government is
Indonesia has yet to see off its two While infrastructure and technology are fixated on visitor numbers rather than the trade
biggest events of the year – the 2018 becoming more sophisticated in Jakarta, one value of events. For instance, the 6,000,000
Asian Games and the Annual Meetings issue that seems far from being solved is its road Australian tourists who enter Indonesia –
of the International Monetary Fund (IMF) and traffic. “We simply cannot avoid this problem,” primarily based in Bali – who spend an average
World Bank Group. The former will bring in said Sukirno. “We can hardly have more than of US$1,000 each are prioritised over smaller
something upwards of 45,000 delegates and two appointments in a day because you simply delegate groups who may spend upwards of
athletes (excluding spectators) in Jakarta and cannot move with all the traffic.” US$2,500 each.
Palembang, and the latter will see more than However, with the opening of Indonesia Sukirno hopes that with more awareness
15,000 delegates take over Bali. Convention Exhibition (ICE) in the self-contained about the value of the industry, Indonesia will
One of the reasons Indonesia remains an town of BSD Tangerang, delegates have the position itself as a valuable player in the region,
attractive destination for business events is its option of putting up in greater Jakarta during especially for international events.
relatively cheap costs compared to competitors their event without travelling in and out of traffic Wini Yoniton, executive director for Indonesia
in the region like Singapore and Bangkok. in the central business district. Alam Sutera in Exhibition Companies Association (IECA), said:
“For the Asian Games, for example, room the Banten province – also in greater Jakarta – “We’re always trying to attend international
rates including tax and service, breakfast and will look to build conference facilities that will expos and trade shows to bring more meetings
laundry is less than US$50 a night,” said Indra be ready by December 2019. to Indonesia. If an association has a rep in
B. Sukirno, executive director and CEO of the Additionally, the MRT rail project – slated to Jakarta, we want to try and get them to hold
Jakarta Convention & Exhibition Bureau, be completed in 2019 – will aim to alleviate their annual meeting here.”
6 ISSUE 4 2018 campaignasia.com/cei
BRIEFING
New Zealand pushes to cut tax on events
The plan aims to position the country as a more competitive business events destination
N
ew Zealand is going full steam bid support, and the recent federal government
ahead with the development of announcement of a AU$12m (US$9.44m) bid
new strategies in line with the fund programme over three years.”
projected NZ$400m (US$276m) A strong part of the bid fund programme is
the industry will deliver to the economy from that international conferences, congresses and
conference and incentive business bids won incentives are financially supported at various
over the past five years. levels including documents and marketing,
However, to make New Zealand more travel costs, familiarisation trips, and delegate
competitive, the industry association for New marketing, which Sullivan said is an important
Zealand’s business events sector, Conventions Bustling… CINZ Meetings 2018 in Auckland part of any association business.
and Incentives New Zealand (CINZ) is seeking “New Zealand needs to be more competitive
to abolish the Goods and Services Tax (GST) for “Australia is watching [New Zealand] with on the world stage,” she added.
business event registration, and discussions with interest and acting on many fronts to win and Stephen England-Hall, chief executive for
the Inland Revenue are already ongoing. secure what they have in their lucrative business Tourism New Zealand, said the country has
Currently GST must be charged at 15% on events industry,” said Sue Sullivan, chief secured 40 international conferences and 47
registration fees for conferences held there, executive for CINZ. incentive programmes in the past year, set to
regardless of whether the attendees are “Australia now has an edge on us in a deliver NZ$86m (US$59m) to the economy.
residents or non-residents. This is putting New number of ways including zero-rated GST for “This is an excellent result and means the
Zealand conferences at a GST disadvantage international delegates since October 2016, benefits will be spread far and wide, including
compared to Australia, in particular. state funding in various forms for conference into neighbouring regions,” he said.
SMS Group introduces creative residency
The programme will work much like an artist residency with benefits for both sides
M
uch like an artist residency in creative answers
programme, experiential agency – both of which are
SMS Group recently introduced what clients seek.
a creative residency programme The most recent
where a creative expert is invited for three- creative resident is
month stints. Instead of hiring an expert to work British show designer
on just one project – as some creative agencies Robin Rawstorne who
do – SMS will use their invited creative across has been working
a multitude of live experience projects. with the agency
“Being in a people business, we wanted on a number of
to create a model that would allow us to tap Win-win… Daniel Seyferle (left) and Robin Rawstorne (right) projects. He said the
into some of the best talent in the world,” said experience has been
Daniel Seyferle, chief creative officer for SMS consideration the nature of live experiences refreshing and “unlike anything he has ever
Group. “This creative residency stimulates and tying together a myriad of disciplines, we select done before”.
inspires our team, and the agency’s long-term creatives from all professional walks of life – art, Rawstorne added: “Growing a team takes
development.” theatre, architecture – anything connected to our time and being able to work on multiple projects
Seyferle added that creatives are chosen field,” he said. over a longer period of time allowed us to
across a diverse pool of backgrounds, On the agency side, he said the program will explore together, build trust and evolve in a way
nationalities and skill sets. “Taking into help the group provide a diversity and freshness you couldn’t on a single project.”
campaignasia.com/cei ISSUE 4 2018 7
BRIEFING
Business events
more than just
tourism: JMIC
The council says that the industry is about
transformation and elevating trade
A
global movement led by the Joint Meetings Industry Council
(JMIC) is seeking to change governments’ perspective on
the events industry. The message they’re trying to put out is
that the industry is not just about tourism, but rather about
transformation and being change agents.
“The business and professional events industry is, in my mind, actually Transformative… Business events are greater than the sum of their parts
a transformative strategy for governments that are trying to develop
the knowledge and creative economies,” said Gary Grimmer, CEO for the movement aims to highlight business events as transformative for
GainingEdge. “This is a strategy for improving medical care, a strategy trade, first and foremost.
for improving standards, a strategy for attracting new talent.” Gregg Talley, president and CEO for Talley Management Group,
In the long run, with the success of the movement, the industry should added: “Now I am picking a destination that understands who I am,
make decisions on event destinations based on the understanding of what understands what I am trying to achieve, and is willing to work with me
the association or corporate client wants to achieve rather than focusing as a partner to extend the legacy, extend the leave-behind that I’m going
on the number of hotel rooms or convention centre facilities. to have in knowledge transfer. In business opportunity and economic
While infrastructure and tech are important to facilitate smooth events, development, that’s a win, win, win, win.”
George P. Johnson through a unique combination of relevant
technologies and tactile engagements,” he said.
expands creative team
Meanwhile, joining as creative director
is Andrew Larvin with eight years in the
experiential field. He has also worked with
global clients including Rolls-Royce, P&G,
The Singapore office sees key changes in senior positions Mastercard and HSBC.
Desiree Wu
E
vent and experiential marketing agency comes in as group
George P. Johnson (GPJ) has made account director
senior hires in its Singapore outpost as after clocking in 24
the agency expands its leadership and years of experience
client servicing teams. across business and
Chong joins as executive creative director; he client operations,
has a penchant for brand building and over 20 brand marketing, PR
years of experience, most recently at Anthem and organisational
Worldwide as regional strategy director. development. In the
He will use his branding experience by past, she has had
drawing guidance and inspiration from key roles in Qantas,
insights. “The outcome is that we’re creating more Cisco, American
meaningful interactions, which are built on Express, Thread,
sustainable storytelling frameworks, and delivered Level up… Ben Chong POSSIBLE and VML.
8 ISSUE 4 2018 campaignasia.com/cei
BRIEFING
Industry forms
coalition to combat
sexual harassment
The events sector takes action as cases of
inappropriate behaviour come to the fore
A
coalition to stop sexual harassment in the meetings and events
industry has been formed, comprising leaders and executives
from associations such as the Worldwide Exhibition for
Incentive Travel, Meetings and Events (IMEX), Joint Meetings
Industry Council (JMIC), Meeting Professionals International (MPI), the
Professional Convention Management Association (PCMA) and the
Society for Incentive Travel Executives (SITE).
The coalition was formed to gather everyone behind a common goal: She Means Business… CEO Laura Winterling addresses IMEX Frankfurt
eradicating sexual harassment in the events industry and workplace. Each
of these groups has been addressing sexual harassment separately and coalition recognises that when it comes to these ethical concerns and
determined that the issue required policies that span beyond the confines human rights, we are #StrongerTogether.”
of each individual organisation. Rhonda Brewer, SITE past president, 2015, said: “Harassment or
The coalition said in an official statement: “In the wake of movements intimidation of any kind, included but not limited to sexual harassment, is
like #TimesUp and #MeToo, every industry must take action to create a violation of our professional ethics and should be regarded and treated
positive change and end sexual harassment, once and for all. The as such by our members.”
Wellness and meetings merge
More venues and hotels are said Jeremy McCarthy, group director of spa,
Mandarin Oriental Hotel Group.
incorporating wellness into “Traditionally, the meetings experience is
their corporate programmes inherently unhealthy. You sit in a meeting room
for three days and you’re drinking too much
caffeine, eating sugary snacks, maybe going
H
otel groups and venues are out at night for lavish dinners with too much
increasingly looking for ways alcohol, and not getting enough sleep. And you
to implement their wellness come home from a meetings experience feeling
philosophies into meetings completely drained and exhausted.”
programmes, as demonstrated by Mandarin In the case of Mandarin Oriental, all
Oriental Hotel Group with its Mindful Meetings, properties in its global portfolio will begin
COMO Hotels and Resorts’ Healthful Meetings to incorporate wellness into their meetings
and Events, Hilton Worldwide’s Meet with packages when requested.
Purpose concept, and Marriott Shanghai’s Well- While packages are customisable, this could
Being Meetings package. mean welcome energiser booster shots upon
“There’s a rising expectation that you arrival for guests, 30-minute activities such as
should be able to attain and maintain wellness meditation or yoga, or a five-minute massage in
everywhere you go – at home or at work,” Free the mind… Take a break between meetings between meetings.
campaignasia.com/cei ISSUE 4 2018 9
W H AT ’ S N E W
LOOKING FOR SOMETHING NEW...
NEW AND NOTED FROM MACAU TO PHU QUOC
Worth the wait…
An exoskeleton mesh
wraps the building
(main); high-speed
observation lifts (left);
pool villa (bottom);
French chef Alain
Ducasse (below) has
an entire floor
of the design: “There’s barely a right angle
in the whole place.”
Some of the hotel’s star attractions
include an enormous open lobby with high-
speed panoramic lifts, nearly 100,000 sqm
of hotel space (772 rooms), a sky pool on
the 40th floor and VIP villas on the
upper floors.
Two of Morpheus’s three restaurants will
serve French chef Alain Ducasse’s creations;
indeed he has an entire floor. Alain Ducasse
at Morpheus will serve “the ultimate French
culinary experience”, while Voyages is
MACAU LAUNCHES ZAHA Ducasse’s restaurant featuring tastes of Asia. Yi will offer regional Chinese cuisine
HADID STUNNER served omakase style (chef’s choice),
Morpheus, which opened on June 15, is the and there’s also a Pierre Hermé Lounge
new US$1.1 billion, 40-storey hotel at the dedicated to pâtisserie.
City of Dreams complex in Macau, part of For delegates, the hotel offers various
Melco Resorts & Entertainment. private meeting and event spaces, and it can
Designed by the late architect Zaha also host retail pop-ups in specially curated
Hadid, it has a unique block shape with spaces.
integrated voids that you can walk over in a The completion and opening of
series of “sky bridges”, encased in what the Morpheus also marks a new beginning for
hotel calls a freeform “exoskeleton mesh” City of Dreams. Its premium portfolio now
structure, the first of its kind in the world. includes Morpheus; Nüwa; and upcoming
As Melco Resorts & Entertainment hotel Libertine, which starts development
chairman and CEO Lawrence Ho noted in the first quarter of 2019.
10 ISSUE 4 2018 campaignasia.com/ceiW H AT ’ S N E W Opening soon… Radisson Ningbo Beilun Stylish stays… Sukhothai Shanghai Highlight… 43 West Rooftop Bar RADISSON OPENS NEW SWANKY NEW HOTELS IN NEW HILTON PROPERTY IN PROPERTIES IN APAC SHANGHAI OKINAWA As part of a global rebrand, Radisson Hotel Adding to the hefty catalogue of luxury DoubleTree by Hilton Okinawa Chatan Group is opening multiple new properties Shanghai hotels is Sukhothai Shanghai, a Resort recently launched along the Chatan in the region. The rebrand is tied to a modern lifestyle hotel that aims to emulate waterfront, mere steps from the white-sand five-year strategy to become the world’s the success of its sister property in Bangkok. Sunset Beach and Mihama American third-largest hotel group operator. The biggest meeting space is the Grand Village. The surrounding resort area is The industrial port city of Ningbo Shanghai Ballroom that can seat up to 250 filled with boutiques and retail outlets, in China’s Zhejiang province will soon delegates in a banquet setting. restaurants, entertainment and activities. welcome a 230-room Radisson property in Besides that, there are six flexible One of the highlights in the 160-room the city’s Beilun district. The hotel will be function rooms including four with natural hotel is 43 West Rooftop Bar, where groups part of INSHOW City, a commercial daylight, a refreshing feature in the can soak in sunset views while enjoying complex that will feature a nautical-themed fast-paced metropolis. Planners can also custom concoctions by expert mixologists. city light show. There are also two 800-sqm consider The Meeting Point, a space for The hotel can also arrange a live band, ballrooms and six function rooms. pre-event cocktail or mingling sessions. musicians or even traditional drums and A new 218-room Radisson Blu opens on The city also welcomed Bulgari Hotel dancing for entertainment. Vietnam’s Phu Quoc island in July, nestled Shanghai, a 48-floor tower in the restored In the mornings, groups can have a local along Truong Beach on its sunset-facing Chamber of Commerce Shanghai building Japanese breakfast overlooking ocean views west coast. A potential venue for incentive dating from 1916. The hotel occupies the at the hotel’s signature restaurant, MaTiira. trips, the resort is a mere five-minute drive top eight floors of the Tower offering The neighbouring Hilton Okinawa Chatan from the international airport, which now impressive views of the iconic Bund, the Resort has event facilities. services long-haul flights from Europe. sky towers of Pudong’s financial district, “We are excited to grow Hilton’s A new Park Inn by Radisson in Malaysia’s the Huangpu River and Suzhou Creek. footprint in Okinawa by opening our fourth administrative capital of Putrajaya also The restored building houses a 500-sqm property,” said Timothy Soper, vice marked the growth of the Park Inn brand. Bulgari Ballroom with double-height president, operations, Japan, Korea and The property will become a key element ceilings that can accommodate up to 500 for Micronesia, Hilton. “As announced last of De Centrum City, a RM10bil (US$2.56 cocktails. Guests can also enter the grand year, we plan to open Hilton Okinawa bil), 40-hectare mini-city with a shopping foyer decorated with original Chinese floor Sesoko Resort, the fifth property in centre, apartments and offices. mosaics and coffered. Okinawa in 2020.” n campaignasia.com/cei ISSUE 4 2018 11
CONVENTION AND EXHIBITION CENTRE REPORT Venues get smart on space and function Upgrades and changes at convention centres across the region By Megan Gell Guangzhou International Convention Center Guangzhou may not be lacking in infrastructure, from its Zaha Hadid- designed Opera House to the recent opening of a giant second terminal at Guangzhou International Baiyuan Airport. But it is also a city with big aspirations – including becoming a major player in global business events. New venues are of course part of this new drive, and in May, GL Events announced it has entered into a joint venture with Yuexiu Group, a public real estate company, to open and operate the Guangzhou International Convention Center in March 2020, in the historical Canton Fair district. The centre will offer six floors of event space including two 2,500-sqm exhibition halls that are also suitable for large banquets, 47 meeting rooms that can hold up to 2,600 people and a 505-seat auditorium. GL Events currently manages 40 event venues around the world and said of the announcement: “The opening of the convention centre is part of plans to bring world-class events to the business hub of Guangzhou.” As a key link in the country’s Belt & Road initiative, Guangzhou welcomed the Fortune Global Forum in December 2017, and the global aviation industry will arrive for the World Routes 2018 Congress this September. Coming soon… The Guangzhou Interntional Convention Center will open in March 2020 12 ISSUE 4 2018 campaignasia.com/cei
CONVENTION AND EXHIBITION CENTRE REPORT
Hong Kong Convention & Exhibition
Centre (HKCEC)
HKCEC Management Limited (HML)
has continued to invest in the centre’s
infrastructure, services and sustainability
practices in yet another busy year.
First on the agenda is a US$3.9 million
project to rebuild the entire WiFi system
by the end of this year, including the
installation of new access points and Smart moves… A new
enhancement of the optical fibre network building management
infrastructure. The new system will deploy system at HKCEC (top)
advanced high-density WiFi (HD WiFi) will allow users to be
provided by Cisco and will support more comfortable at all times
than 20,000 mobile devices concurrently. using strategically
The new network will also support the placed sensors (below)
viewing of 4K streaming videos and real-
time social media sharing in a faster and
more stable environment. The first stage
was completed in January and most of the
venues in Phase 1 are running on high-
speed WiFi. The better news is that access
will continue to be complimentary for users.
Another major project to transition
HKCEC to a “smart” venue has begun,
which will see a new Smart Building
Management System installed using the park. The 2,000-sqm facility is on track The hall itself will offer a ceiling height
latest IoT (Internet of Things) technology to open this October, and this means that of 10m, the ability to be divided into two
to ensure users and visitors will enjoy a ICC Kyoto will now be able to host up to rooms of 1,000 sqm, four loading entrances
comfortable environment across the venue 4,000 people – a huge boost to the city’s and a VIP room. Seating capacities are 820
at all times. The target completion date is capacity for large-scale events. Thankfully, for banquets and 1,612 theatre style.
late 2019. there are supporting new hotel projects and It’s “Your Choice” catering service allows
“Adjustments can be made automatically renovations underway also. for organisers to work with four major
according to the data collected and analysed The single-storey New Hall will include Kyoto hotels – Kyoto Tokyu Hotel, Kyoto
by the Smart Building Management System, traditional Kyoto touches, particularly Hotel Okura, Hyatt Regency Kyoto, Grand
which controls and centralises systems for in the entrance and public spaces where Prince Hotel Kyoto – and ICC Kyoto’s own
energy, lighting, air conditioning and chiller gardens and natural light will be featured. catering service.
plant, water supply, ventilation, air quality,
people counting, and fire system,” says
Gloria Fong, communications manager
at HKCEC.
To further uphold HKCEC as a choice
venue for high-security events, HML is
undergoing a three-year project to upgrade
its CCTV system, to install a new electronic
access control system, and to renovate the
security control offices.
PHOTO ICC KYOTO
ICC Kyoto
This much-loved Kyoto venue is almost
doubling its floor space with the addition
of a New Hall on the existing adjacent car Grand designs… ICC Kyoto will almost double its footprint with a New Hall opening in October
14 ISSUE 4 2018 campaignasia.com/ceiCONVENTION AND EXHIBITION CENTRE REPORT
Adelaide Convention Centre
After completing its six-year, A$397 million
(US$293 million) redevelopment in August
last year, Adelaide Convention Centre has
turned its focus to optimising usage of its
impressive new offering.
The centre now offers 20,000 sqm of
flexible space across three buildings, all
linked by a Skywalk. And it truly is flexible
space. There’s rotating seating, retractable
seating and levered seating, and the
new East Building’s 3,000-sqm Plenary
Hall can be subdivided into 15 different
configurations from tiered seating to
banqueting.
Part of the venue’s attraction is that it
sits at the heart of Adelaide’s redeveloped
Riverbank Precinct, which also includes Riverbank events… Adelaide Convention Centre is part of a centrally located events precinct
world-class medical facilities, universities,
sporting arenas and entertainment. way for organisers to create a conference
“Adelaide is a walkable conference menu with minimally processed foods, less
destination, and it’s probably one of the sugar and salt, and more house-made items.
best-connected business event precincts And it all sounds delicious – the “Taste of
you can find,” says general manager Simon South Australia” starter offers Spencer Gulf
Burgess. “In addition to the precinct, we’ve prawns, blue swimmer crab mousse, Smoky
got 3,500 hotel rooms within five minutes’ Bay oyster, kingfish ceviche and a fennel
walk, the cultural boulevard and laneways pollen wafer.
are 5-10 minutes’ away, and there are bars,
restaurants and shopping in the city centre, World Trade Center Metro Manila
which is a 10-minute walk.” (WTCMM)
The centre has just launched a new WTCMM has just announced it is the first
menu called Honest Goodness, inspired and only exhibition venue in the Philippines
by “mindful eating”. Its executive chef that is recognised by, and is now a member
partnered with the neighbouring South of, the Union des Foires Internationales Eat right… Smart new menu at Adelaide CC
Australian Health & Medical Research (UFI), the global association of the
Institute (SAHMRI) to deliver a wide- exhibition industry. by an ISO-certified company.
ranging menu based on “feel good, whole The venue is also a proud member of the Offering 11,300 sqm of contiguous
food, made fresh”. World Trade Centers Association (WTCA) indoor space and 8,200 sqm outdoor
They’ll still make anything you request, of New York, and is the only exhibition space, WTCMM regularly hosts both
but the new range provides a quick and easy venue in the Philippines that is managed domestic and international events including
Glasstech Asia and the bi-annual Asian
Defense, Security and Crisis Management
Exhibition and Conference by Singaporean
organisers, and ASEAN Food Market Place
by Comexposium of France.
It is also experienced in high-security
events including hosting the National
Women’s Summit, at which Hillary Clinton
was guest of honour; and has served as the
international media centre for both the
APEC Summit in 2015 and the ASEAN
Join the club… WTC Metro Manila is now a member of UFI, a first for the Philippines Summit in 2017. n
16 ISSUE 4 2018 campaignasia.com/ceiTECHNOLOGY
Solving the
integration
challenge
With the roll-out of Freeman’s new event Digital struggle… The
integration platform, CEI explores the need increasingly complex
on-site tech ecosystem
and demand for this type of technology means planners risk
By Susie Harwood losing or misusing data
T
here are many barriers preventing would make this more feasible. But
planners from adopting new Freeman’s Holsinger believes planners
technology, but increasingly, it has should be free to choose the tools that best
been the integration of various event suit their needs, and not be tied to one
tech that’s proving to be problematic. company because of integration concerns.
“The number one obstacle to adopting While many event tech vendors publish
event technology is not the event APIs that enable other systems to connect
technology itself but the integration piece to theirs, Ramsay says they don’t often do
and getting the different systems and the “professional services piece” to make
technologies to work with each other,” sure those connections actually work. This
says Ken Holsinger, VP, digital solutions at is the reason Opus ends up having to do distracted by integration. So, we said
Freeman, which has just rolled out an event custom integrations for many of its clients, someone has to build some standards and
tech integration platform called Fuzion. even with products from the same company. bring together all the competitors in the
Kyle Ramsay, VP, technology, at Opus space to coalesce around these.”
Agency says that although integration is Plug and play Instead of each technology residing in its
not a new issue, it is getting harder as the But with new technologies being launched own silo with its own data, Fuzion creates a
on-site event tech ecosystem gets ever all the time, custom integrations can be foundation that allows digital solutions to
more complicated. costly as each time a product is replaced speak the same language. This platform
“There are mobile apps, registration or added, the process needs to be repeated. works by serving as an integrator across
systems and experiential technologies being “Custom integrations are done for a very event technologies and applications.
used on an expo floor and all this creates specific task. You are stuck writing one The idea is that organisers can plug and
information that organisers want to collect, integration at a time. We know a client play any combination of certified member
analyse and use,” he says. “It’s important to that spends over six-figure sums on writing solutions knowing that the integration is
make sure that data is being curated integrations between the six systems they already taken care of. Fuzion members
properly, which makes the integration piece use,” says Holsinger. “The problem is that include CadmiumCD, CompuSystems,
between all these different systems key.” every time they change providers, they lose Core-apps, DoubleDutch, EXPOCAD,
The simple solution would be to buy all those integration dollars. Hubb, Map Your Show and onPeak, as
your technology from one vendor – and “Developers want to focus on writing the well as Freeman’s own solutions.
there’s certainly been a lot of consolidation newest and coolest things and continually Another benefit of introducing a
in the space over the past several years that innovating their products, rather than being standardised platform, according to
18 ISSUE 4 2018 campaignasia.com/ceiTECHNOLOGY
Holsinger, is that it brings a standardised for, largely because the tech providers were changed, with Freeman confirming that
approach to data privacy. not interested in getting on board. major event tech platforms such as Cvent
“We had a couple of early adopters on the and etouches are among the 100-plus
The time is right tech side. They saw the vision and wanted companies in the partnership process.
Freeman is not the only company interested to build a best-in-class product rather than While Ramsay agrees there is a need for
in the event tech integration space. Two do the integration work, but we didn’t have an open platform, he says the downside of
years ago, consulting group The Event any interest from the big tech players,” he a standardised approach is that every client
Guys attempted to launch a similar offering says, adding that perhaps they saw it as a has different objectives and wants different
powered by Built.IO Flow technology. But threat to the revenue they get from things from their data – and is increasingly
CEO Eric Kingstad admits the platform providing APIs and custom integrations. spurred on to demand it by their marketing
did not generate the demand he’d hoped Two years on and it appears things have departments.
“Planners want incredibly rich data about
their attendees and a standard platform isn’t
“ We know a client that spends over six-figure necessarily going to give them that,” he says.
With that in mind, will this new breed
sums on writing integrations between the six of integration platforms solve the ongoing
challenge? “These platforms will take care
systems they use ” of the majority of the heavy lifting, but I
think there is always going to be room for
Ken Holsinger, Freeman a little customisation,” he says. n
campaignasia.com/cei ISSUE 4 2018 19TECHNOLOGY
VOICE
ON TECHNOLOGY
PRERNA Captured… Track everything and be sure to tweak parameters throughout the event
PANT
is general Tracking event engagement
manager for Be on top of what your attendees and clients are talking about
Circus Social
U
sing engagement as a metric for lat-long – so that even if the photowall
ROI is standard practice in the wasn’t so popular, you’ll get the Happy
events industry – but how and Hour pics that didn’t make use of the
what you track is an art that hashtag but still indicated engagement.
constantly evolves based on your objectives.
Here are some tips in using social media Track your sponsors and speakers
to track what attendees are talking about. This is not only handy for figuring out what
resonated with your audience, but also good
Details matter for proving ROI to sponsors. Did sponsor
We’ve seen many occasions where content content get photographed, tweeted, or
that’s being shared is not part of an official shared? Who had more social traction –
hashtag or mascot. You can plan, but you your keynote speaker or the blogger? You
can’t predict what’s going to go viral so on might find the results surprising.
the actual day, track everything. Track
variations and misspellings of your hashtag, Track behaviour changes
tweak your keywords and search parameters During the event and post-event, it’s
again as the day goes on and as speakers important to track how your audience’s
come and go, track even your smallest perceptions have changed. For example, if
sponsor and its products, and track the your objective was education, were you able
after-party venue as well as the caterers. to impact the conversations people had?
Track your geo-location Context is everything
Sometimes attendees are having a great Whether you’re trying to understand if
time, but what they’re actually motivated to content is social- or news-worthy, it’s
post on their Instagram feed is not the important to comprehend context when
keynote speaker, but the amazing flat white you measure engagement. For example, if a
near Booth 12 with the great coffee art. product announcement was shared on news
This is where geo-location tracking is your platforms but not on social, continue to
friend. It helps you track by location and work on your content strategy. n
20 ISSUE 4 2018 campaignasia.com/ceiAre you looking for the same kind of conference content, speakers and formats?
Do you need answers? Are you happy staying in your comfort zone?
Then prepare to be disappointed. Question everything.
SMF 2018
24-25
JULY 2018
Victoria Theatre
& The Arts House
Achieving Exponential Growth • The Future of Meetings • Building Communities
Tomorrow • Artificial Intelligence for Dummies • The Art of Strategizing Brands
• Data vs Insights • Unlocking Crowdsourcing • E-Communities • Future of
Media Consumption • Bringing Communities Together F2F • Innovating
Business Model • Learn – Unlearn • The Changing Role of Marketers •
Unconferences • Marketing Technology
Meet some of our speakers
Aaron Hung Arvinder Gujral Fabian Pfortmüller Felipe Daguila Frank Sliwka
Senior Director of Managing Director SEA Founder & CEO, Head JAPAC – Google COO,
Partnerships APAC, & Senior Director COMMUNITY Assistant (AI) & Strategic Electronic Sports
TripAdvisor Business Development Products and Partnerships, League Asia
APAC, China, Australia, Twitter Google
Manisha Seewal Martin Enault Sherrif Karamat Stephen Ho
Head of Marketing, CEO, APAC, C2 President & CEO, PCMA President - Greater China
Tokio Marine Insurance International Global Operations, Hyatt
Singapore Ltd Hotels & Resorts
#SMF2018 | www.SMF2018.org
+65 97323941 | events@saceos.org.sg
@smfsingaporeC R E AT I V I T Y
Taking off… AirAsia announces their partnership with Malaysian TV network RTM to sponsor the broadcast rights of live World Cup matches
Game plan
days where brands are happy with just
having their logo on a jersey,” he says. “The
World Cup has the ability to really engage
with audiences and this allows brands to
really deliver messages to very passionate,
The World Cup season is upon us and that means one thing – excited and interested audiences.”
brands are scoring deals from all corners of the pitch Each sponsorship package is not like the
other, with brands seeking new ways to
By Surekha Ragavan engage with fans. For example, Coca-Cola
T
ran a pre-event competition to select young,
here’s no one sporting event in the “Brands can look at the World Cup amateur football players to act as ball boys
world as widely watched as the from an awareness perspective, from an and ball girls in official matches.
World Cup, with the 2014 engagement perspective, use it to educate Another example is Budweiser – the
tournament clocking 3.2 billion total and demonstrate products, or run retail official beer of the World Cup – that
viewers. No doubt, these numbers are promotions. There’s no end, really.” released limited edition beer bottles in
extremely valuable to brands and marketers China in the colours of various national
that jump on every opportunity to relay This message was brought to you by... teams. Among other efforts, the brand also
their messaging in creative ways. Sponsorship is one obvious way to capitalise launched noise-activated World Cup packs
“Sport is the ultimate social currency and on the football fever, but Vaswani says that complemented by a two-hour delivery
the World Cup, unlike a lot of other not all brands want to blow money on a service and sponsored a “Man of the
football tournaments, is not just an event premium proposition if it doesn’t fit into Match” segment where social media users
that targets football fans. It’s a global their messaging. can vote for their favourite player.
event,” says Khushil Vaswani, vice “The important thing is that they spend For brands that aren’t official sponsors,
president, sports lead, Weber Shandwick. the right resources to activate. Gone are the it gets a little tricky as any mention of the
22 ISSUE 4 2018 campaignasia.com/ceiC R E AT I V I T Y
World Cup is disallowed in their marketing a list of nearby bars on its search platform. Zhu says the increase in Chinese sponsors
collaterals. For instance, Beats Electronics This proved especially relevant at a time says more about the brands than it does
was in hot water in 2014 for its “guerrilla when second screens are a given. about Chinese football fans. While the 20%
marketing” stint when it gifted headphones viewership has been a mainstay for China,
to footballers while not an official sponsor. The China effect the difference is that “Chinese brands are
A common route is to partner up with This year, seven of the 19 private sponsors more ready to go out into the international
footballers and teams, or to buy broadcast are Chinese, a record for China. “The market” compared to four years ago.
rights. In Malaysia, budget airline AirAsia World Cup is very popular in China even Chinese smartphone company Vivo
teamed up with state TV network RTM to though we are not playing,” says Shoto signed a six-year partnership with FIFA,
sponsor the live broadcast of World Cup Zhu, founder and CEO, Oceans Sports & which includes the 2022 World Cup and
matches. Rudy Khaw, group head of Entertainment. His company helped to sign the FIFA Confederations Cup.
branding, AirAsia, told CEI that “the deal on Argentinian player Lionel Messi as an “Sponsoring the World Cup makes sense
is not about AirAsia”, but about bringing ambassador for Chinese dairy company and for us as it will help us reach our target
football to Malaysians for free. News flash: official World Cup sponsor Mengniu Dairy. audience of passionate young people around
The deal is very much about AirAsia. “One fifth or 20% of [total global] the world, raise brand awareness, and aid
Less directly, Microsoft jumped on the viewers are from China. No matter how big our progressive expansion across the
football bandwagon by teaming up with the time difference is, Chinese viewers will international market,” says Michael Chang,
social media partners to provide fans with still watch matches.” brand director, international business, Vivo.
“Sponsorships with major sporting events
and leagues have contributed to our growth
“ Gone are the days where brands are happy in China and aided our global expansion.”
One of the ways the brand is leveraging
with just having their logo on a jersey ” its position as a sponsor is the Vivo
SuperFan photographers programme that
Khushil Vaswani, Weber Shandwick will recruit 128 fans to document World
Cup moments via close-up access to players
and matches. Ahead of each match, the
chosen photographers will be provided with
a Vivo smartphone and given exclusive
pitch-side access to capture content such
as pre-match warm-ups to share publicly.
“The World Cup is one of the most
prestigious events in China, so it’s
something brands want to be associated
with,” says Zhu. “It’s a very good platform
for Chinese brands because it shows that
your company is big or credible enough
to become a sponsor.”
On whether this newfound reach will
resonate with brands in other parts of Asia,
Weber Shandwick’s Vaswani is optimistic
about it being a matter of time.
“Look at the English Premier League
for instance. Maybe 10 or 12 years ago, you
had a lot of sponsors that were British or
Europe-based. But in the last couple of
years, you have brands in Southeast Asia
getting more involved with sponsorships
like Chang Beer and King Power,” he says.
“Brands in this part of the world are
definitely recognising the value of working
Snap happy… A Vivo SuperFan Photographer shares exclusive content via a Vivo smartphone with sporting events.” n
campaignasia.com/cei ISSUE 4 2018 23C R E AT I V I T Y
VOICE
ON CREATIVITY
LIZI Not just a sport… Fans’ passion for a particular sport often extends beyond their own team
HAMER
is regional creativeHow brands score in sports
director for Here’s how brands can leverage the universal appeal of sport
Octagon
E
yes will be firmly fixed on the region Add value to the fan
@LiziHamer as Japan prepares to host The Rugby One way to add to fan experience is
World Cup 2019 and Tokyo understanding the ritual connections.
Olympics 2020. This means plenty Standard Chartered Bank as main club
of major sponsorships and endorsements. sponsors of Liverpool Football Club (LFC)
In today’s world, brands are acquiring understood this and allowed LFC fans
more than the rights to leverage assets overseas to truly experience the famous
to commercial advantage, but also the Kop. Using binaural technology, the LFC
opportunity to fully embrace the tagline “You’ll never walk alone” was
sponsorship property and its fans. brought to life in a 360-degree soundscape
Here are some tips to positively earn to deliver an immersive experience for fans.
attention through sport.
Think about the “passion”
Combine brand and property skills Many fans have a particular football team
Use your skills as a brand to enhance sport. they support, but their passion extends
BMW did this exceptionally well when it beyond just one team. Creating content
used its engineers to enable advancements from an understanding of this can extend
of USA Paralympic teams’ wheelchair your reach. E-commerce company Wish
aerodynamics. BMW stood proud as a did just this by delivering a humorous video
sponsor who worked alongside the athletes featuring football players absent from this
to make an incredible difference and were year’s FIFA World Cup.
able to tell a rich story around it.
Gift fans memories
Know what the fans want Allowing a few fans “deep and personal”
V Energy made “modifications” on the moments can be a positive demonstration
video game Fallout 4 by creating a new of how brands understand their fans. For
PHOTO AFP
V-inspired “power up” function. This is a example, Hyundai’s Super Bowl ad last
stunning way to step into a rich environment year connected active members of the US
by enhancing the game experience. military with loved ones across the world. n
24 ISSUE 4 2018 campaignasia.com/ceiA G E N C Y U P D AT E
Driving offline conversions
The Hong Kong agency using event data to track offline behaviour By Surekha Ragavan
Track and target…
Using WiFi and GPS,
Cosmose can track an
audience’s post-event
visits to both client and
competitor stores
I
n the last few years, connecting the dots accuracy of 2m (2 sigma). The data is then brands are also able to measure ROI based
between consumers’ online and offline anonymised as 34-digit numbers and used on whether an attendee returned to the
habits has been a hot topic for brands. by brands to target ads on online channels store after being retargeted or developed
But one agency in Hong Kong is taking such as Google or Facebook. an offline interest in the brand post-event.
it a step further by using attendee data at “One of our goals was to help brands “If a brand’s call-to-action after the
events to target online ads, which are then understand – based on digital marketing event is for [attendees] to visit their store,
used to drive offline sales for brands. – that their results are based on what they’re we’re able to measure that from their
Advertising tech agency Cosmose uses its getting back from an offline perspective if movements,” says Cheng. “We can also
OMNIcookie technology – which functions they don’t have an e-commerce site,” says go down to segmenting those who have
on WiFi triangulation and GPS – to allow Zoe Cheng, head of growth, Cosmose. visited a competitor store.”
retailers to target offline customers via “From an event planner’s perspective, it’s Once the company determines a user
online channels. The company’s clients interesting to be able to reach an audience visits a competitor’s store, the client can
have included L’Oréal, LVMH and Cartier. who’s been to a brand event – and then also invite them to a brand event and other
This is how it works: If a brand has a retarget them online.” incentives to lure conversions. This method
tangible store, Cosmose visits the store to While there are other methods to do has proven effective with Cosmose’s luxury
install various OMNIcookie touchpoints. this such as EDMs, Cheng says that using and cosmetics clients, according to Cheng.
Because of the agency’s partnerships with Facebook or Instagram to retarget attendees At present time, the data collected from
over 400,000 apps, the technology is able is a “softer approach” and could relay brand the OMNIcookie tool can’t be personalised
to capture phone IDs of visitors with the messaging more effectively. Thereon, due to data protection laws. n
“ If a brand’s call-to-action after the event is for [attendees]
to visit their store, we’re able to measure that ”
Zoe Cheng, Cosmose
campaignasia.com/cei ISSUE 4 2018 25CASE STUDY
Wow factor… Organisers chose not only a new ship, but the largest one ever built, to generate excitement and motivate delegates to attend
Smooth sailing
trip, Amway held an awards ceremony to
recognise the top distributors amongst
attending delegates.
The cruise set sail from Barcelona, calling
at ports in Palma de Mallorca, Marseilles,
Amway Indonesia delegates embark on a cruise to remember La Spezia, Civitavecchia and Naples, before
making its way back to Barcelona.
By Kim Benjamin A pre-arranged program of shore
A
excursions was created for all participants
mway Indonesia held a West It planned the cruise 15 months in advance, on arrival at the various ports. At Palma
Mediterranean-themed Amway to tie in as closely as possible with the de Mallorca for example, groups headed
Leadership Seminar (ALS) from launch of Symphony of the Seas, which held to the historic town of Valldemossa for a
May 6-13, 2018. Around 200 its inaugural sailing in March 2018. scenic walking tour of the village, before
delegates explored several countries in “We thought about hosting the event not enjoying lunch at Son Amar, a 16th-century
Europe with a cruise on board Symphony only on a new ship, but also on the largest manor house, and enjoying a show based on
of the Seas, the largest passenger ship one ever built to generate excitement Mallorcan culture.
ever built, owned and operated by Royal among delegates,” says Sorin Widjaja, “We reserved the venue and show on
Caribbean International. Amway Indonesia’s assistant manager, a private basis, giving us the opportunity
special events. to have a group picture, some welcoming
The ideas Amway worked with several agencies speeches and an awards ceremony on the
The aim of the incentive was to motivate to create the event, including Indonesian stage before lunch and the show,” explains
Amway business owners and energise them travel agency Smailing Tour and incentive Widjaja.
to push to the next level in the coming cruise organiser Buy the Sea, while Kuoni In Marseilles, groups visited the cathedral
year. Amway wanted to create a sense of handled the logistics. As well as hosting in the city centre, with free time allocated
excitement and a wow factor for the event. business meetings during the week-long for shopping. Upon arrival in La Spezia,
26 ISSUE 4 2018 campaignasia.com/ceiCASE STUDY
participants enjoyed excursions to Pisa Activities on the ship were as important travelling on business in between.”
and after docking in Civitavecchia, they as off-shore excursions for team-building Despite all the challenges during the
visited a number of famous sights in purposes, with delegates trying zip-lines, preparation stage, Widjaja says the Royal
Rome, including the Vatican and the Trevi watching ice-skating shows and taking part Caribbean team was very supportive, with
Fountain, before passing by the Colosseum in sporting activities ranging from futsal a group coordinator helping to smooth the
on the way to lunch, with free time for and basketball to table tennis and jogging. process. From the moment Amway stepped
shopping at the Spanish Steps. onto the boat until the end of the incentive,
In Naples, Amway hired three private The insights regular discussions took place around
jetfoils to bring delegates from Naples port Widjaja notes that major issues were boarding times, the best locations in which
to Capri, where they enjoyed an island tour. encountered with strict visa systems, with to gather participants and arrangements for
Once on Capri island, delegates had free timing an added challenge, as it was hard to business meetings.
time to wander around the village, have juggle participants’ working schedules with Widjaja adds: “They were very helpful
lunch at their leisure and enjoy a spot of their availability for visa interviews. and willing to accommodate our needs,
shopping. On arrival back in Barcelona, “After some negotiations, we got a three- and also helped to tailor other aspects such
groups opted for a city tour or a visit to the day slot agreed with both sides concerned as the food. Royal Caribbean arranged for
Camp Nou, FC Barcelona’s home stadium. to facilitate the submission of passports and Indonesian staff and chefs to join us on
Business meetings were held in the the visa issuing process,” he says. board to match our needs.
ship’s Royal Theater while sailing between “The other challenge was the time taken “We were able to request Indonesian
ports. To add excitement to the occasion, to process the visas, which could take up to dishes such as fried rice, sambal, fried
illusionist Hector is Magic was brought three weeks. This really limited the window chicken and telur balado (spicy egg), on top
on board to announce Dubai as the 2019 in which participants could apply for the of other dishes served during the cruise.”
ALS destination. visa, particularly as some of them were Widjaja says his standout was simply
experiencing Symphony of the Seas and
its sheer range of activities. A post-event
“ We were able to request Indonesian dishes survey has not yet been completed, but
overall feedback so far has indicated that
such as sambal...and telur balado on top of participants were satisfied with both the
other dishes served during the cruise ” cruise and the various excursions. n
Sorin Widjaja, Amway Indonesia
KEY
TAKEAWAYS
Visa arrangements
Factor in enough time
for interviews and
delivery
Communication
Hold regular
discussions between
parties to ensure
everything runs
smoothly
V I P Private bookings
Plan well in advance
to create an exclusive
We made it… Shore excursions in major cities allowed for sightseeing, shopping and selfies experience
campaignasia.com/cei ISSUE 4 2018 27You can also read
