Advertising and Marketing Opportunities with Odyssey Media Group

M.I.C.E. Venues

 April 10, 2001
Launch Of Singapore Intelligence Centre

 For the first time in the history of the meetings, conventions and exhibitions industry in Singapore, ten local partners have pooled their resources in a joint advertising campaign targeted at the global meetings and conventions marketplace.

The ten partners are:

- Conrad International Centennial Singapore
- Focus5.net
- Marina Mandarin Singapore
- The Oriental Singapore
- The Pan Pacific Singapore
- The Ritz-Carlton Millenia Singapore
- The Westin Stamford Singapore
- Singapore Airlines (SIA)
- Singapore International Convention & Exhibition Centre (SICEC)
- Singapore Tourism Board (STB)

The campaign seeks to create an awareness among the international meetings, incentives, conventions and exhibitions (MICE) industry, of the fully integrated ìevents infrastructureî of as provided by the Singapore partners, centering on the Suntec, Marina and Raffles City area where SICEC and the hotels are located.

Singapore Intelligence Centre

This events infrastructure, to be branded the "Singapore Intelligence Centre", will encompass the facilities, services and products of SICEC, the hotels, SIA and Focus5.net (an e-application solutions provider), and the assistance of the STB.

It will also include other attractions of the Singapore Intelligence Centre, such as more than 5,000 hotel rooms, 1,000 retail shops, 300 restaurants, several office and entertainment complexes and the soon-to-be-completed Esplanade: Theatres on the Bay, all inter-connected by covered walkways and underground passages.

Said Mr James L. Papineau, SICEC's Deputy General Manager, "Whether for an exhibition, international congress, corporate meeting or special event, the Singapore Intelligence Centre is an events infrastructure that is unsurpassed by any other destination in the world. There is no other place where you can find such a huge inventory of meeting space, guest rooms, business and leisure facilities within such a compact area."

Complementing SICEC's 35,000 square metres of convention and exhibition space and 31 meeting rooms, the surrounding hotels offer an additional 101 meeting rooms and 11 ballrooms. In total, there are over 75,000 square metres of state-of-the-art function space.

Key Objectives

The advertising campaign is targeted at decisions-makers with groups of 1,500 to 2,000 delegates or larger.

Apart from generating awareness of the product "Singapore Intelligence Centre", the campaign seeks to generate more meetings, conventions, and exhibitions business for SICEC. It also aims to create business spin-offs (e.g. room occupancy, food & beverage, air-tickets, on-line registration) for the hotels, SIA, and Focus5.net.

STB's Chief Executive, Mr Yeo Khee Leng said, "This is a fine example of the Singapore Inc approach - a successful collaboration between the public and private sectors. It is a win-win situation for the industry as a whole. The STB commends and fully supports this private sector initiative in driving this very comprehensive and integrated marketing programme aimed at promoting Singapore as one of the premier MICE destinations in the world."

Future Plans

The joint advertising campaign will be administered and executed by SICEC in consultation with a marketing committee comprising representatives from the other partners. This marketing committee will meet quarterly to review the campaign and develop future joint marketing strategies.

As a start, SICEC has appointed an international research company to identify group business in the MICE industry of 1,500 persons or more that could be attracted to the Singapore Intelligence Centre. SICEC will also look into the production of marketing collateral and designing a website for the Singapore Intelligence Centre.