TCEB spearheads fresh digital MICE direction targeting international MICE stakeholders

BANGKOK - The Thailand Convention and Exhibition Bureau (Public Organization) or TCEB announced an aggressive digital marketing plan, highlighting key initiatives including the development of an innovative Thai MICE web portal, to match the standard of world-class MICE promotion organisations, and the development of a mobile application for MICE travellers and professionals to allow easy access to the Thai MICE database. The plan is in line with recently released government policies that aim to transform Thailand’s digital economy. The bureau is also partnering with four leading public and private sector organisations to launch the second edition of the ‘Spice Up Your Business Agenda’ campaign targeting savvy international MICE markets, while aiming to increase visitor numbers and spending.

Mr Nopparat Maythaveekulchai, President of TCEB said that, “This year, TCEB aims to leverage online marketing promotion through three key initiatives including the improvement of our innovative Thai MICE website to provide comprehensive information on MICE products and services catering to our target audiences. To increase Thailand’s online competitive advantage, the new website will be available in eight languages including Thai, English, Chinese, Japanese, Korean, Bahasa Indonesia, Russian, and Vietnamese. As a tool design to communicate with international MICE travellers, TCEB is also creating a TCEB mobile application for smartphone and tablet users, enabling them to gain an easy access to information on Thailand’s MICE industry.”

To support marketing and sales promotion for Thai MICE entrepreneurs, TCEB is developing online marketing tools and digital sales kits, which include a blog, digital brochure, photo and VDO content to promote Thailand’s MICE industry, as well as a PowerPoint Presentation, and ready to use online sales kits to meet with emerging demands.

To build awareness of Thailand’s MICE industry and reinforce Thailand’s positive image as a premiere MICE destination, TCEB is creating a series of online marketing promotion and PR campaigns throughout 2015 in line with the bureau’s international marketing strategy, in key high potential markets. This integration of traditional and online marketing efforts will help drive Thailand’s leadership position more strategically and effectively.

The new initiatives spearheaded by TCEB are in line with government policies that aim to transform Thailand’s digital economy, with the cabinet recently approving eight draft bills that concern cyber security and consumer rights, as well as organisational and regulatory changes. Importantly for MICE stakeholders accessing TCEB’s enhanced digital content and platforms, Thailand’s National Broadcasting and Telecommunications Commission (NBTC) is set to hold auctions to allocate 4G spectrum - 900-mhz and 1,800-mhz - in July. This will enable even greater seamless connectivity for MICE entrepreneurs and business events travellers alike, building on Thailand’s reputation as a connectivity capital for businesses seeking to unlock the great potential of the ASEAN Economic Community, or AEC.

The supportive government policies in the digital sphere are complemented by other policies that recognise the importance of Thailand’s MICE industry, which contributes approximately two percent to Thailand’s GDP, meaning that a growing MICE industry will help drive GDP growth. The government emphasises that importance of the MICE industry in the development of the Thai economy, especially in anticipation of the formation of a vast unified market under the AEC.

Commenting in more detail about the initiatives, Mr Nopparat added that, “One of the key campaigns in 2015 includes the second edition of Spice Up Your Business Agenda, in collaboration with the Tourism Authority of Thailand, Thai Airways International Pcl, the Ministry of Commerce’s Department of International Trade Promotion, and Visa International (Asia-Pacific), LLC. Aimed at attracting high quality MICE travellers to experience the strength of Thailand’s MICE industry, the ‘Social Connectivity’ campaign will connect to many channels of social media, amplifying its benefits to wider target audiences. Special privileges include 50 percent discount on accommodation, car rental, airport transfer, and golf course fees, as well as Bt500 cash coupons for every Bt5,000 spent. Moreover, we are introducing the additional Meeting Package programme covering meeting rooms, venues and accommodation, and the Rejuvenation Package programme to corporate meetings delegates, exhibition visitors, and VISA Commercial Cardholders in Thailand.”

To showcase Thailand’s MICE Cities and high potential tourist destinations, such as Hua Hin and Ko Samui, the online campaign also focuses on target markets to stimulate spending, and extending length of stay in Thailand. Since its first inception last year, Spice Up Your Business Agenda was well received by international MICE professionals, with more than 1,000,000 online impressions, 7,000 e-coupon downloads, and more than 30,000 privilege coupon booklets being distributed at many prestigious international exhibitions in Thailand.

“Online marketing is crucial to the development of Thailand’s MICE industry because our target audiences come from every corner of the globe. Through effective use of online marketing and with supportive government policies, TCEB will be able to communicate with stakeholders in real-time, while encouraging engagement among TCEB, Thai MICE entrepreneurs, and target audiences including organisers and MICE travellers in a wide variety of awareness building and marketing promotion campaigns. We believe that our digital MICE initiatives will help drive Thailand’s MICE industry to meet this year’s target of 1,036,300 MICE travellers, generating Bt106,780 million for the Thai economy,” concluded Mr Nopparat.

sourced:traveldailynews.asia