Staging MICE Events in Taipei – Creative Marketing and Innovative Services

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Division Chief : Dayton Wang

Report Outline

Stellar Results

City Brand Marketing Plan

Origins

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Origins

Global Trends

• Customized Services

• Experiential Tourism • Cultural-Creative

Travel Patterns

MICE

• City Visibility • High Economic

Benefits

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Industry Cooperation

•One-Stop Service

• Think Tank Formation

•Elite Team

•Promotion

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• Tourism Economy Enhancement • Development Experience

Exchange • Marketing Promotion

Effectiveness

Origins

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City Brand Marketing Plan Overseas Overseas

Domestic

Building an International Brand

Creating a Friendly Environment

Integrating Smart Tourism

City Brand Marketing Plan Building an International Brand ─

Developing Global Marketing Channels

Membership in International Congress and Convention Association (ICCA)

Participation in international professional MICE exhibitions

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Creating a Friendly Environment ─ Optimizing MICE enterprise administrative assistance

Sponsorship for agencies (institutions) or organizations staging international meetings, conferences, exhibitions, or incentive travel.

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City Brand Marketing Plan

City Brand Marketing Plan Event bidding stage NT$300,000

Taipei mayor letter of support, promotional materials, venue survey

Event promotion stage Taipei mayor letter of welcome, promotional materials,

administrative assistance

Event preparation stage NT$1 million

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Taipei MICE 4S

– Service – Subsidy – Schedule – Splendid Venues

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City Brand Marketing Plan

Active “Green MICE” promotion of Taipei Expo Park venues

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City Brand Marketing Plan

Acceptance of applications from MICE professionals for “Taipei Free” free public wireless Internet access service.

Publication of Taipei City MICE brand manual.

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City Brand Marketing Plan

Integrating Smart Tourism – Creating an ICT Cloud Platform Promotion of responsive smart tourism services . Establishment of comprehensive MICE database

and online platform Conferences and Exhibitions Database (Chinese):

Taipeitravel.net/Attractions/Meeting Room

Conferences and Exhibitions Database (English): Taipeitravel.net/Attractions/Meeting Room

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City Brand Marketing Plan

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Stellar Results

020406080

100120140160180

97 98 99 100 101 102.5

經濟效益(新台幣億元)件數

Expansion of Economic Benefits Growth of 13% in 2012

tourism receipts (NTD billion) item count

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International Congress and Convention Association (ICCA)

In 2012 ranked Taipei 26th among global conference/convention cities, 7th in Asia.

International Association of the Exhibition industry (UFI)

Investigation into Asia exhibitions sales area ranks Taiwan 6th.

Smart Travel Asia Taipei ranked 6th in voting for 2012 Best City for Business, Asia.

Business Traveler China Taipei placed 3rd in 2012 Favorite Business Cities in the World.

Enhancement of International Brand Strength

Stellar Results

Increasing Annual MICE Indicator Event Loyalty 2013 Taipei International Cycle Show 2013 Computex Taipei 2013 Taipei Tourism Expo Taipei International Travel Fair （ITF）

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Stellar Results

Strengthening Worldwide MICE Customer Relationships Incentive Travel & Conventions, Meetings Asia (IT & CMA) （IT & CMA）

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Stellar Results

2013 IMEX(The Worldwide Exhibition for Incentive Travel, Meetings & Events)

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Stellar Results

2013 Computex synchronized launch of smart tourism services.

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Stellar Results

Expanding MICE Sponsorship Impact Driving MICE industry sponsorship project diversification Taipei Free

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Stellar Results

聯絡窗口

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Guidelines for Sponsorship of Organizations Conducting International Meetings, Exhibitions, and Incentive Travel – Taipei City Dept. of Information and Tourism

Department of Information and Tourism Tel: 1999, ext. 3369 or 3371; 02-27208889, ext. 3369 or 3371

Thanks for your attention

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