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Singapore rolls out global MICE campaign
The Singapore Tourism Board (STB) has launched a new global marketing campaign showcasing the ‘World’s Best MICE City.’
The campaign invites Meetings, Incentives, Conventions and Exhibitions (MICE) event planners to take a fresh look at Singapore as a MICE event destination.
It marks the first of six global campaigns that STB is rolling out in the coming years.
Yap Chin Siang, Deputy Chief Executive, Singapore Tourism Board, said, “Positioning Singapore as the World’s Best MICE City is integral to maintain a competitive edge.”
“This is critical as MICE event organisers and delegates seek destinations that deliver value and drive positive impact.”
“We remain committed to invest in new MICE products.”
STB’s global MICE campaign takes inspiration from businesses and events that are leading the charge in creating a positive impact.
Existing business events in Singapore include:
Singapore International Water Week (SIWW), held biennially
RehabWeek 2023 (24 – 28 September 2023)
World Congress of Anaesthesiologists 2024 (3 – 7 March 2024)
STB is developing a comprehensive legacy toolkit which will contain a clear framework for planning, executing and measuring the impact of an event.
For example, business partnerships forged in a meeting can drive increased community awareness of a health issue to improve quality of life.
It will also include case studies and information on the support that STB offers.
This is expected to be completed and launched by June 2024.
STB has also rolled out an enhanced Singapore MICE Advantage Programme (SMAP) to further lure MICE event organisers to Singapore.
This programme features discounts from new lifestyle and retail partners Mandai Wildlife Group and Design Orchard.
Privileges with existing partners have also been expanded to include shopping vouchers and complimentary experiences.
The World’s Best MICE City campaign is an extension of the Passion Made Possible destination brand.
The campaign will roll out progressively across key markets and regions including China, Europe, Germany, Indonesia, and the US.
It will include in-market trade engagements and MICE travel shows.
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