TCEB UNVEILS AGGRESSIVE DIGITAL MICE PLAN FOR 2015

Collaborating with Public and Private Organisations to Launch the Second ‘Spice Up Your Business Agenda’ Campaign Targeting International MICE Travellers

Bangkok, 19 March 2015 – The Thailand Convention and Exhibition Bureau (Public Organization) or TCEB today 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 an easy access to the Thai MICE database. 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.

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.”

Mrs Lalida Jivanantapravat, Director of the Office of Digital Commerce from the Department of International Trade Promotion (DITP), views the “Spice Up Your Business Agenda 2015” campaign to be an enticing campaign providing not only excellent privileges, but also exclusive discount deals for MICE tourists coming to or in the process of deciding to come to Thailand. This campaign will, without a doubt, foster trade activities hosted by DITP. It is a widely known that DITP frequently organises numerous trade exhibitions across the year attracting a number of overseas visitors to Thailand. Within these exhibitions, business matching sessions are held to serve the requirements of visitors such as in our international trade exhibitions hosted domestically and though the in-coming international trade delegations. The Department of International Trade Promotion is honoured to be one of the organizations which helps promoting this remarkable campaign through our promotion tools both offline and online, and through our Thai Trade Centers with over 60 offices around the world.

Mr ChattanKunjara Na Ayudhya, Executive Director Advertising and Public Relations Department, Tourism Authority of Thailand (TAT) reaffirmed the benefits of this campaign to the MICE and tourist industry by adding that MICE travellers are the high quality group of tourists that looking for both business and leisure. “MICE travellers have a high spending power. Their contribution to the Thai economy starts from making business deals and topped up by the recreational spending that followed. TAT aims to increase number of quality tourists and as such we have been an active partner in this campaign 2 years in a row. This campaign will reaffirm Thailand’s position as the world’s best business and leisure destination. It will accommodate and facilitate MICE travellers as well as attracting them to come to Thailand and stay longer for leisure. Therefore, the benefits of the Spice Up Your Business Agenda 2015 campaign are far beyond the MICE industry but help the tourism industry as a whole.”

Mr Chutintorn Srisittikum, Vice President, Digital Commercial Department, Thai Airways International Pcl. said that as a national carrier, THAI places the importance of MICE market by joining closely with TCEB. For this campaign, THAI and TCEB work together on the on-line marketing platform with a view to strengthen Thailand’s position as the world’s best MICE destination. While Thailand possesses magnificent resources in terms of locations, facilities, services, just to name a few, THAI has the variety of flights and routes to offer. “The variety of THAI’s flights and routes allow MICE travellers to easily plan their trips and tailor to their business agenda. Usually, MICE travellers have a long list of activities that they do not come to only one destination. Moreover, they tend to extend their business trip for leisure activities. THAI offers both international and domestic flights that reflect their needs. Moreover, in joining this campaign, THAI offers a very attractive price privilege which is an important factor for business travellers to plan their trips. With THAI, our state-of-the-art services will allow them to have the ‘Thainess’ experience not only on the ground but also up in the air. We ensure that their memorable journey begins prior to their arrival in Thailand and lasted even after they left the country.”

Mr Somboon Krobtheeranon, Visa Country Manager, Thailand acknowledged the spending power of MICE travellers: “There are a number of offers and privileges exclusively designed for business travellers that will enhance TCEB’s ‘Spice Up Your Business Agenda 2015’ campaign. While last year’s Spice Up aimed only at international business travellers attending business events in Thailand, this year’s offers will extend to local Visa commercial or corporate cardholders. What Visa brings to this campaign is the capacity to tap into millions of Visa cardholders around the world. Last year for example, we have helped to promote this scheme heavily in China and Japan, and have seen increased activation of these offers. Examples of this year’s offers are discounts of up to 54 percent at participating hotels, restaurants, spas, golf courses and other leisure attractions.”

“Today, online marketing is crucial to the development of Thailand’s MICE industry because of our target audiences in every corner of the globe. Through effective use of = online marketing, 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.

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For further information, please contact:

Corporate Communications Division, Thailand Convention and Exhibition Bureau

Ms Arisara Thanuplang    Tel: +662 694 6095    Email: arisara_t@tceb.or.th

Mr Pishnu Plaikaew Tel: +662 694 6000    Email: pishnu_p@tceb.or.th

Ms Kanokwan Kadeedaeng    Tel: + 662 694 6006    Email: kanokwan_k@tceb.or.th

Ms Kwanchanok Otton Tel: + 662 694 6096 Email: kwanchanok_o@tceb.or.th

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.