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TTG 아시아 미디어 상무이사, 대런 엔지 소개

[GMI] Please introduce IT & CMA’s business portfolios, in terms of background, goals and vision, etc.

[DARREN] Incentive Travel & Conventions, Meetings Asia (IT&CMA) and Corporate Travel World (CTW) Asia-Pacific is the World’s Only Doublebill Event in 회의 and Corporate Travel. Both events have been co-locating since 2004, offering its delegates and unparalleled platform to do business, learn and network. Since 2012, the event has incorporated luxury travel in its ambit.
Established in 1993, IT&CMA is at the forefront of fostering meeting growth opportunities for the Asia-Pacific and beyond. Its multi-faceted programme engages regional and international industry suppliers and buyers in the realms of business, education and networking. IT&CMA also features dedicated platforms designed around the interest of valuable meeting niche segments, enabling the event to consistently deliver a delegate profile that is both relevant and dynamic. IT&CMA remains uniquely positioned as the only global event with the largest exhibition showcase of Asia-Pacific meeting suppliers.
Launched in 1998, CTW Asia-Pacific is dedicated to cultivating travel and entertainment (T&E) best practices among Asia-Pacific’s corporate travel professionals. Influencers, planners and decisionmakers of corporate travel functions in their organisation attend the annual conference to keep themselves abreast of the latest trends and knowledge that enable them to get the most out of their T&E decisions.

 

[GMI] For IT & CMA, who is the target group/area of the marketplace and the corresponding differentiated strategies?

[DARREN] IT&CMA reaches out to the meeting sector including Association executives and Luxury Travel suppliers and buyers, while CTW Asia-Pacific targets Corporate Travel Managers and suppliers. The over 80 business, education and networking activities at IT&CMA and CTW Asia-Pacific.
IT&CMA In addition to structured pre-scheduled business appointments and networking events as part of the show’s main-stay programme, these are the recent additions to the IT&CMA programme that targets the various key segments: Association Days @ IT&CMA : To recognize the value of significance of the Association industry to the meeting market, we have tailored a comprehensive programme crafted with insightful forums for knowledge enhancement in the areas of association management, best practices and industry trends, updates and outlooks as well as avenues to engage with NTOs/ CVBs and networking with the rest of the meeting industry.
Corporate Travel Performance : This series of educational sessions boosts the show’s attendance of high-level corporates accountable for performance targets, doing its part to elevate the relevance
and value of the show’s buyers.
Association Meetings and Corporate Travel Presentations : Official representatives from CVBs, NTOs and leading hospitality brands will leverage on IT&CMA and CTW Asia-Pacific to present their destinations and new offerings to Association Executives, Corporate Travel professionals and Media delegates. This new publicity platform provides exhibitors with a captive avenue and even more exclusive airtime to woo these sought-after delegates with the latest offerings and promotions
CTW Asia-Pacific’s expert and peer driven conference content has always made the event a front-runner with the region’s corporate travel professionals. The event remains unparalleled in
delivering the largest number of Corporate Travel Managers, offers and impressive speaker lineup and a comprehensive educational agenda that covers topics ranging from data management,
best practices and benchmarking, managing travellers across generations to industry updates and outlooks.

 

[GMI] What are the unique marketing tools or ways you have initiated to lead a successful event and to promote the growth of the event?

[DARREN] Every year, IT&CMA and CTW Asia-Pacific is committed to enhancing the value it delivers to all delegates and stakeholders. The industry is extremely dynamic and so are we.
One of the enhancements we have made is enabling up to 100% of all allotted business appointments to be scheduled before exhibitors and buyers arrive in Bangkok. This is made
possible by the Online Diary facility, in combination with the existing PSA system. With this feature, we have given both exhibitors and buyers greater control and assurance that they can justify their business ROI even before the event begins.
The show’s ability to bring in much sought-after niche segments such as Association Executives, Corporate Travel Managers and high-level Corporates accountable for performance targets has
much to do with our tailored programmes dedicated to their needs.
We also leverage on technology to enable delegates to truly experience the event. Delegates were able to enjoy event catch-ups by watching the previous day’s highlights as well as view insights on
delegates’ perspectives. The video dailies serve as an excellent complement to the printed show dailies also distributed over the 3-day event. TTG Travel Trade publication subscribers can also
enjoy both the printed and video dailies no matter where they are in the world.
Event organisers have also partnered US-founded Guidebook, to provide a dedicated mobile app which they can begin using even months before the show as well as on-site for the latest event
information, updates, notifications, and event games! There is even a connect feature as well that allow delegates to exchange e-business cards via the app.
With so much going on during the three-day event, we have gone a step further to present all delegates with a Show Preview. This bite-sized information newsletter contains announcements of our exhibitors’ promotions at the event, a visual gallery of our new buyers and corporate travel managers, educational highlights, all event activities at a glance as well as information on our new initiatives. This publication is intended to put everything significant about the event into a handy take-away.

 

[GMI] What is the reason for selecting Bangkok as the event destination and Bangkok convention center as a venue for IT & CMA?

[DARREN] Bangkok came out top in the MasterCard Worldwide index of Global Destination Cities 2013. The city ranked 3rd in the 2013 Euromonitor International’s 100 Top City Destinations Ranking, and was also placed with in the top 20 cities for international association conventions meetings by the International Congress and Convention Association(ICCA) the same year.
All these results as well as over decade long experience with TCEB, have showcased Thailand’s capability as a global meeting destination.
Combined with its world-class accommodation and facilities, rich and welcoming culture, diverse attractions and incredible Thai hospitality, Bangkok is truly the right choice for holding our meeting and Corporate Travel event.

 

[GMI] What are the challenges and opportunities that IT & CMA faces in this competitive, unexpected time?

[DARREN] Technology has presented both challenges and opportunities to us as organisers. Technology may present alternatives that allow infinite connections digitally, but the trust factor is the biggest hurdle that only person-to-person rapport coupled with cultural and personal appreciation can overcome. The key value of trade events is the face-to-face interaction and efficiency to comb prospects and leads in a matter of days. IT&CMA and CTW Asia-Pacific provides comprehensive educational and networking platforms that allow delegates to effectively achieve numerous objectives to justify time at an event. The opportunity for organisers is then to reskill and retool in order to do this effectively and remain relevant.

 

[GMI] How do you develop the business program and its contents? Do you work with any sort of sponsors or professional partners to initiate the new programs?

[DARREN] IT&CMA and CTW Asia-Pacific’s attention to meeting the educational objectives of our delegates is one reason why our formula as a leading industry event works. We collaborate with the best minds and expertise in the field to share their knowledge. What makes our educational programmes distinctive is the way the content is shaped and developed. At IT&CMA and CTW Asia-Pacific, we support our partners by actively contributing to and investing in the co-development and in the delivery of content. We engage our delegates, partners and speakers to ensure that our programme are relevant.

참고로, 우리 행사의 협력기관은 다음과 같이 구성되어 있습니다.

후원기관(Supporting Organization)
• 태국전시컨벤션뷰로 / Thailand Convention & Exhibition Bureau (TCEB)
• 태국관광청 / Tourism Authority of Thailand (TAT)
• 태국인센티브컨벤션협회 / Thailand Incentive & Convention Association (TICA)
• 태국관광위원회 / Tourism Council of Thailand (TCT)
• 태국공항 / Airports of Thailand (AOT)
• 방콕시정부 / Bangkok Metropolitan Adminstration (BMA)

주최국(Host Country)
• 태국 / Thailand

공식항공사(Official Airline)
• 타이항공 / THAI Airways

지원항공사(Supporting Airline)
• 방콕항공 / Bangkok Airways

공식 개최시설(Official Venue)
• 방콕컨벤션센터 앳 센트럴월드 / Bangkok Convention Centre (BCC) at CentralWorld

산업 파트너(Industry Partner)
• 월드 PCO 얼라이언스 / World PCO Alliance

지지 및 지원 협회(Endorsing and Supporting Associations)
• 아시아CVB협회 / Asian Association of Convention and Visitor Bureaus (AACVB)
• 기업여행임원진협회 / Association of Corporate Travel Executives (ACTE)
• 호주협회임원진협회 / Australasian Society of Association Executives (AuSAE)
• 캐나다협회임원진협회 / Canadian Society of Association Executives (CSAE)
• 국제컨벤션기획전문가협회 / International Association of Professional Congress Organisers (IAPCO)
• 국제콩그레스컨벤션협회 / International Congress & Convention Association (ICCA)
• 국제회의전문가협회 / Meeting Professionals International (MPI)
• 인도아웃바운드여행사협회 / Outbound Tour Operators Association of India (OTOAI)
• 태평양아시아여행협회 / Pacific Asia Travel Association (PATA)
• 인센티브여행전문협회 / Site (Society for Incentive Travel Excellence)

 

[GMI] What is the unique, differentiated business scheme of IT&CMA?

[DARREN] With dedicated teams to validate and qualify their profiles, as well as invest in suitable delegates for hosting. IT&CMA and CTW Asia-Pacific has the largest number hosting places for buyers, corporate travel managers and media delegates in the world. With sincere procurement demand, business generation and prospecting at our event will always be high.
To raise quality and credibility of event content, as well as push forth industry growth initiatives.
Our key partners include: TCEB, World PCO Alliance, ICCA, ACTE, MPI and Site.
This is the 2nd year that we are introducing up to 100% of appointments that can be prescheduled before the event. This allows our delegates to start off the show with full appointments, thus, they maximise control on who they will be meeting, enabling them to better plan their business discussions.

 

[GMI] IT & CMA’s next approach?

[DARREN] We see the future of trade shows being a 360 degree offering. There has been a move by
established organisers towards offering delegates 360 degree, multiple targeted engagement opportunities by leveraging on the organiser’s wide partnership networks with education and
media partners, and leveraging new technological capabilities.
With needs constantly evolving and increasing in sophistication, event organisers need to keep up and deliver solutions that work. The savvy organiser who knows how to leverage on these partnerships/capabilities will be able to help their customers enhance mutual business prospects throughout the year. In addition, customised, smaller-scale events for more targeted business prospecting, where buyer and supplier invitees are focused on select criteria in line with an existing campaign, are also trending.
The degree of value addition is also much dependent on the readiness of the market, the availability of technology to facilitate as well as astuteness to fill an existing gap in the marketplace with a well-fitted event solution. We believe that being able to help our customers connect and engage on a sustained basis via the strength of our partnerships, content and how best we are able to leverage technology, will allow us to do it all well.

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