Bangkok/24 January 2014 – TCEB and Thai Airways are ramping up their online marketing plan through a strategy that utilises the popularity of social media as part of a strategic partnership with Thai Airways to launch the ‘MICE Destination Review Competition’. The contest aims to find professional event organisers and bloggers in MICE circles worldwide as contenders to join in the promotion of Thailand by sharing their experiences in five of Thailand’s MICE Cities via social media. The competition is expected to reinforce Thailand’s reputation as the regional hub for the MICE industry.
Mr. Nopparat Maythaveekulchai, President of Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, said that, “Over many years, TCEB has provided support to both the domestic and international MICE industries, while also helping the industry to reach its potential, including through human resources and the establishment of an international standard for the Thai MICE industry, enabling it to be recognised on the international stage. It is clear that social media is paramount when considering effective public relations promotion and boosting awareness about MICE, as it can quickly communicate with target clients who are international MICE travellers. It is fast and offers efficient two-way communication between TCEB and our target groups. This is especially the case in the promotion of MICE City options such as Bangkok, Pattaya, Phuket, Chiang Mai and Khon Kaen.”
In 2013, TCEB initiated a programme to advance the MICE industry through the utilisation of technology. Additionally, the bureau re-engineered its organisation by forming an IT department with a core mission to map out TCEB’s online system development and progress successive online marketing activities. In 2013, TCEB also held several important projects, such as ‘Inspiring Thailand’, a photography competition aiming to enhance the image of Thailand as a regional MICE hub that offers a great variety of precious experiences.
Another significant online marketing project – The MICE Destination Review Competition – between TCEB and its long term partner, Thai Airways, also commenced. Continuing from the fiscal year 2013-2014, its mission is to discover the best professional event organisers and bloggers in the MICE industry, who will compete in the storytelling of MICE experiences in Thailand. Having kicked off late last year, five finalists have been shortlisted, and they will now join a tour that allows them to witness the readiness of the Thai MICE industry in various areas, including infrastructure, transportation, accommodation, convention and exhibition centres and main attractions. The tour is designed to highlight the variety and options for MICE venues throughout five of Thailand’s MICE Cities, including Bangkok, Phuket, Chiang Mai, Pattaya and Khon Kaen, from 19-25 January 2014. Finalists will then share the experiences gained during the survey of MICE Cities via social media in order to create awareness among a worldwide audience. The project will definitely promote the potential of each MICE City, all of which are ideal for international MICE events.
“TCEB and Thai Airways called for applicants via an online system during October-December 2013 and a total of 100 applicants from 20 countries worldwide entered. Criteria to decide the winners will be mainly based on experience and achievements as professional event organisers and MICE bloggers, as well as proven knowledge of the MICE industry. The five finalists from four countries are: 1. Mr. Robert Schrader, blogger from the USA 2. Mrs. Victoria Philpott, blogger from the UK 3. Miss Stephanie Selesnick, blogger from the USA 4. Miss Jennifer Lee, Project Manager at UBM Asia Trade Fairs Pte., Ltd. and 5. Mr. Nguyen Hoang, director of Hanoi Foreign Affairs Service Centre from Vietnam.”
Finalists are required to complete the mission in MICE Cities during 19-25 January 2014 and share their experiences with MICE Cities on their blogs to inspire target audiences. Many interesting attractions are lined up for the finalists to visit, including Nong Nooch Garden Pattaya, The Royal Park Rajapruek Chiang Mai, Cultural Show at Siam Niramit Phuket, Sala Mai Thai Khon Kaen and the new shopping and leisure complex at The Asiatique Bangkok. A Bangkok sky tour in a private jet will also be included in the programme. The competition is divided into two categories, which are the Most Viewed Blog, for which the winner will win cash and other prizes totalling 5,000 US dollars, and The Most Knowledgeable Blog for which the winner will win cash and other prizes totalling 3,000 US dollars. Winners will be announced on 28 February 2014,” concluded Mr. Nopparat.
The MICE Destination Review Competition is generously supported by Thai Airways International Plc., Bangkok Airways Plc., Anantara Hotel, Four Seasons Hotel Bangkok, InterContinental Bangkok Hotel, Millennium Hilton Bangkok Hotel, Dhara Dhevi Hotel Chiang Mai, Shangri-La Hotel Chiang Mai, Centara Hotel and Convention Centre Khon Kaen, Pullman Khon Kaen Raja Orchid Hotel, Dusit Thani Hotel Pattaya, Sheraton Pattaya Resort, Daungjitt Resort & Spa Phuket and many other affiliated organisations.
“TCEB’s online activities in 2014 will be implemented based on the bureau’s strategy, especially the PROMOTE strategy, which integrates a wide array of actions, ranging from brainstorming, and support from public and private sectors, as well as relevant parties. In the fiscal year 2014, online operations will be highlighted even more and in February 2014, we will launch the bureau’s official online strategy.
“Our actions to boost the MICE industry via online channels will also contribute to achieving the bureau’s overall vision for the advancement of the MICE industry under the MICE Master Plan for 2012-2016, which concentrates on attracting high quality MICE travellers into the country. The plan also serves as a project that assists TCEB in achieving its mission for the fiscal year 2014. It is expected that the plan will increase MICE travellers by 5 per cent, or 987,000 travellers, which could increase revenue for MICE industry by 10 per cent or 96,900 million baht,” added Mr. Nopparat.
# # #
For further information, please contact:
Corporate Communications Division, Thailand Convention and Exhibition Bureau (Public Organization)
Ms Arisara Thanuplang
Mr Pishnu Plaikaew