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IN THIS ISSUE... 1//APEC Singapore 2009 2//60th International Astronautical Congress 2009 3//FDI World Dental Congress Social Events 4//Ferrari Showroom 5//Bahrain National Day Ceremony 6//Bahrain National Day Festival Event 7// Branding and Entertainment Mix it up at Sony Conference 8//Michael Jackson Artefact Exhibition 9//Three of the Best at Cityscape Dubai 10//16th ITS World Congress 11//Mubadala Increases Stature at Dubai Airshow 12//Surviving the Recession at GITEX 2009 13//Swarovski Boutique 14//Is Sponsorship an Effective Brand Activation Strategy? 15//2009 Pico Group Annual Awards Presented
Imagemaker// JAN 2010
APEC Singapore 2009 ... Pico and MP International handled the prestigious meetings at Suntec Singapore and the Istana
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IMAGEMAKER // JAN 20102
APEC Singapore 2009 a Resounding Success
Singapore was the host for the Asia-Pacific
Economic Cooperation (APEC) meetings in
2009. This is also a significant year as it marks
the 20th year of APEC’s inception. APEC is
the inter-governmental group that promotes
economic growth, cooperation, trade and
investment in the Asia-Pacific region. Pico and
its subsidiary MP International handled the
prestigious meetings at Suntec Singapore
and the Istana. The meetings were a huge
success and the project team was lauded for
its professionalism.
The APEC Leaders’ Week is the culmination
of a series of key meetings, including the APEC
Ministerial Meeting, Finance Ministers’ Meeting,
APEC Business Advisory Council Meetings,
Concluding Senior Officials Meetings and
ABAC CEO Summit. A total of 25,000 sq. m.
of temporary offices and facility offices,
including media centre, transport and operations
hub, were created to support this event. Pico
delivered seamless planning and execution of
soundproof rooms within basement car park
areas and existing facilities of Suntec Singapore
International Convention and Exhibition Centre.
APEC branding banners and signage were also
provided throughout the venue.
The APEC Economic Leaders’ Meeting,
held at the Istana – the official residence of
the President of the Republic of Singapore, is a
“retreat” for all the APEC leaders. Pico
created temporary infrastructure and tentages
to accommodate some 180 aides from 20
economies and the operational hub/police
force required for top-notch security. Other
facilities provided were meeting rooms/areas
designated for Leaders Declaration and
Dialogue sessions. In addition, the project
team undertook the hospitality programme
which included the F & B arrangements for the
World Leaders and members of the media.
Singapore Evening at the Esplanade is an
event melding indigenous entertainment, cui-
sine, decoration/display and gifts to showcase
the country’s creative capabilities in the global
arena. The event presented Singapore’s
multi-faceted allure as a modern and cosmo-
politan city that is steeped in tradition and rich
ethnic diversity, thus reflecting and reinforcing
the spirit of APEC cooperation and integration.
To mark the closing of the APEC meetings for
21 APEC World Leaders and invited guests,
Pico conceptualised and planned the entire
evening’s programme. This included the crea-
tion, production/delivery of a 25 minute multi-
media show for 1,300 delegates and curating
the food experience and entertainment.
The 14th APEC Women Leaders Network
(WLN) Meeting was held in August 2009 and
successfully concluded in ten policy
recommendations for proposal to APEC
Leaders. Over 600 women delegates from
government, business, academia and civil
society from 21 APEC economies met during
a two-day period to discuss issues regarding
Women and Sustainable Development. The
Ministry of Community Development, Youth
and Sports (MCYS) of Singapore appointed
Pico for a total solution including event
management, design, fabrication, show
production, performance management and
AV support. This high profile event was well
received with a high delegation turnout.
Despite the short turnaround time and
numerous ad hoc changes, strong
management delivered a smooth execution.
IMAGEMAKER // JAN 2010�
60th International Astronautical Congress 2009Pico was appointed by Japan Aerospace (JAXA)
to design and produce media/exhibits as well as
project manage at the 60th International
Astronautical Congress 2009. On-site presen-
tation through live transmission via satellite,
called “JAXA Portable VSAT Project”, realised
mutual communication between Daejeon,
Korea; Tsukuba, Japan and Singapore. Through
the development and application of space tech-
nology, efforts culminated in “a dream come
true”. Pico was awarded the 60th International
Astronautical Congress 2009 Best Exhibitor.
“It stood out in contrast to other booths, it
was a beautiful booth!” Mr. Eiichi Isayama,
Associate Senior Administrator, Public Affairs
Department, JAXA. – Daejeon, Korea
FDI World Dental Congress Social EventsFDI continues to be the main organisation
representing dentists worldwide. Since its
inception, the group has organised a yearly
global forum to involve dentists worldwide in
the discussion of current issues.
Pico was appointed as the event manager for
the Welcome Reception, Singapore Night and
the Gala Dinner. Pico provided full-suite services
including conceptualisation of the entire event,
design and build of the stage set, as well
as, managing the talents for the Welcome
Ceremony – an extravagant experience with
multi-media projection and the best singers and
dancers of Singapore.
The Singapore Evening created the perfect
opportunity for delegates to get to know
Singapore at the Iconic Giant Observation
Wheel – The Singapore Flyer. Delegates were
treated to various traditional and cultural
entertainment and savour local specialties and
delights such as chicken rice, satay and roti prata.
The Gala Dinner took place at an orchid nursery
that was decorated to capture the essence of
fine dining in a unique ecological environment
unique to Singapore.
All three social events have very different
requirements, challenges and objectives.
“I would just like to take this opportunity to
thank you and your team for the fantastic
efforts you put in to all three events. We had
a great deal of positive feedback and I think
that you managed to be creative and efficient
right up to the events!” Ms. Heather Sheppard,
Congress Manager – Singapore
Ferrari ShowroomItal Auto Pte Ltd. was recently granted the
Ferrari dealership for the Singapore market.
The company is also the distributor for Harley
Davidson, Chrysler, Jeep, Dodge and Hyundai
and is majority-owned by Ong Beng Seng,
Singapore’s famed hotelier and Formula One
race promoter. Pico was subsequently
commissioned by Ital Auto to execute the
interior works for the new Ferrari showroom.
This had to be fully compliant with the prancing
horse’s global corporate identity standards.
Additionally, the team had a challenging time-
line of three weeks to complete the showroom
for its Singapore Grand Prix opening. In the
end, Pico triumphed down to the last detail,
Ferrari’s renowned image was successfully
expressed throughout the 14,000 sq. m. new
showroom. – Singapore
IMAGEMAKER // JAN 20104
Bahrain National Day Ceremony
The Bahrain National Day Official Ceremony
was held on the parade square outside the
Royal Sakhir Palace on 16 December 2009. His
Majesty King Hamad Bin Isa Al Khalifa attended
the event. He was accompanied by members
of the Royal Family, Government Ministers and
citizens who were presented medals during
the event. Pico designed and constructed
the Royal Stand as well as provided marquee
grandstands for the guests, lighting, sound
systems, large outdoor LED video screens and
the film/photography crew for the ceremonial
event. – Bahrain
Bahrain National Day Festival Event
The Bahrain National Day festival event took
place on 17 December 2009 on a massive
70 m. span outdoor stage in front of the
Bahrain World Trade Centre (BWTC) where a
musical show with over 300 performers wowed
audiences. Pico supplied the stage lighting,
sound system, lasers, flame special effects
including rigging and operational crew. For this
event alone, over 80 tonnes of equipment were
flown in from Europe. – Bahrain
Sony Gulf FZE was bowled over by Pico’s unique
entertainment proposal for the 2009 BMP
Event. The proposal consisted of a “Sony” mix
of branding and entertainment by 15 dancers.
Pico planned and executed eight sequenced
performances in only 15 days. Catering to a
diverse audience, the entertainment programme
included five languages such as Hindi, Russian
and Arabic. Upon entering the ballroom, guests
entered an atmosphere of dramatic lighting and
fresh tunes. Dancers engaged the audience with
performances peppered with Sony brand props.
Event guests were overwhelmingly impressed,
naming it the best BMP event they had ever
attended. – Dubai, UAE
Branding and Entertainment Mix it up at Sony Conference
IMAGEMAKER // JAN 2010�
The world premiere of the Michael Jackson
Exhibition was unveiled at the O2 Arena in
London. This exhibition showcases a range of
extraordinary artefacts from the late singer.
These artefacts, some never seen by the public,
illustrate various highlights of his life: from
his rise to fame with the Jackson 5, to his
barrier breaking solo career as the King of Pop.
The exhibit also includes MJ’s display of his
costumes and a model of the “This Is It” stage
planned for 50 dates in London’s O2 Arena,
all cancelled due to his ill-timed death.
Pico managed the installation of the entire
event: lighting, projection, audio, showcases,
graphics, drape and cabinetry and much more.
The project was completed – from project
liaison to the complete installation and public
opening within a challenging time frame of
less than eight weeks. – London, UK
Visitors to this year’s Cityscape Dubai ob-
served the after-effects of the global recession.
Property companies and real estate developers
received very clear signals regarding the market
from this long-standing event. Abu Dhabi Tourism,
Development and Investment Company (TDIC)
is the property developer responsible for many
of the ambitious projects in Abu Dhabi. The
firm has worked with Pico on similar calibre
events to showcase projects to potential
investors. TDIC was voted one of the top four
stands at Cityscape Dubai by local newspaper
Gulf News. Similar accolades were received for
Hydra Properties and Mubadala which were
also built by Pico. In addition to building three
out of the four best exhibitions, Pico assisted
Malaysian property developer Iskandar, Al
Arabiya, Reality Capitol and Durrat Al Bahrain.
Many local companies have expressed interest
in working with Pico for Cityscape Abu Dhabi
in April 2010. We look forward to working
with them! – Dubai, UAE
Michael Jackson Artefact Exhibition
Pico was also appointed by ITS Japan As-
sociation to take up all administrative work
on-site.“I would like to express my apprecia-
tion for the hard work Pico put in to set up our
stand at the ITS World Congress at Stockholm.
Our stand felt welcoming to many visitors, thus
making it a success thanks to Pico.” Ms. Maria
Downs, Events Coordinator of ITS (UK)
– Stockholm, Sweden
ITS World Congress (Intelligent Transport
Systems), an exclusive event for transport
specialists worldwide, demonstrates the latest
transport systems and solutions. This year it
was held in the Stockholm, Sweden. Pico was
responsible for the design and build of various
organisations’ booths including ITS Canada, ITS
France, ITS Japan, ITS UK, ITS USA, Forum 8,
Kapsch and Mitsubishi Heavy Industry.
Three of the Best at Cityscape Dubai
16th ITS World Congress
IMAGEMAKER // JAN 20106
A trade exhibit that has managed to hype a city
into frenzy was the latest installment of the
Dubai International Airshow. Mubadala made
sure its representation was more prominent
than ever, increasing its stand size 12 times to
that of 2007. Much of the company’s success
at the 2007 edition was due to the iconic stand
delivered by Pico. Mubadala and Pico height-
ened their profile with this year’s hospitality
chalet – a futuristic space with white finishing,
cool lighting and top-of-the-line finishing.
Visual art professor Martin M. Pegler selected
Mubadala as the Most Innovative Design. “The
Mubadala Aerospace does capture the ‘move-
ment of flight’. Without actually entering fully
into the exhibit space, the visitor is caught up
in the sense of excitement -- the flow -- the
sweep of activity yet to be experienced.”
Mubadala expressed appreciation and plans to
participate at the Singapore Airshow in 2010
with the assistance of Pico. Pico excelled at
the Dubai Airshow, which represents many
local brands such as Emojet (Emarat), Higher
Colleges of Technology (CERT), Offset Program
Bureau (Tawasun), Midex Airlines and Jordan
Group.“A special thanks to Vina for the hard
work she put in to make the Chalet and Stand
look as beautiful as it did. We received a lot of
compliments. Pico really did an excellent job for
us.” Yvette Fernandes from Emarat. – Dubai, UAE
Panasonic Marketing Middle East achieved
maximum brand exposure through its
strategic decision to participate at GITEX
2009 during the recession. The massive
1,000 sq. m. stand executed as full turnkey
project by Pico was a prominent factor in
attracting media attention. Other industry
leaders that relied on Pico’s expertise
included FVC, Cisco, Rittal, Datacard, etc
just to name a few.“I would like to thank
you and the entire Pico team that was
involved with our booth.” Dharmendra
Parmar, General Manager-Marketing of FVC
– Dubai, UAE
Swarovski is an industry leader when it
comes to design, innovation and commit-
ment to precision and excellence. This is
readily apparent in its stylish and vivacious
red/blue Swarovski stores located through-
out India. Pico was appointed design and
build of 100 sq. m. of Swarovski Retail area
in New Delhi. Coordinating with the client
and mall management proved to be one
of the critical factors. In an effort to meet
both corporate identity and mall require-
ments, Pico created solutions that bridged
the differences between client and mall
management. – New Delhi, India
Swarovski Boutique
Surviving the Recession at GITEX 2009
Mubadala Increases Stature at Dubai Airshow
IMAGEMAKER // JAN 2010�
In less than 100 days, Shanghai World Expo
is set to open for six months targeting to
attract 70 million visitors. In the last expo, there
were only 22 million visitors. The 50 million
dramatic increase in visitor number will come
from China. For brands who are eying the huge
potential in China, World Expo will provide a
face-to-face platform for brand exposure and
activation.
Many people will compare the expo with 2008
Beijing Olympic Games. Olympic sponsorship
is not merely for sport brands. According to
a survey studying 2008 Olympic sponsor-
ship effectiveness, it was found that Bank of
Communications and Siemens are the top two
brands who benefited most from the sponsor-
ship, followed by China Eastern Airline and
Lenovo. Two other giant brands – Coca-Cola
and China Mobile ranked only ninth and tenth
respectively. The survey measured sponsor-
ship effectiveness by means of comparing the
purchase intent of those aware of the brand’s
sponsorship with the purchase intent of those
unaware of the sponsorship. It did not compare
the amount spent on the sponsorship. Sponsor-
ship effectiveness is a result of on-target
sponsorship with optimum coverage and
appropriate engagement. For Coca-Cola and
Lenovo, Olympic sponsorship is just part of
their global brand activation initiatives to
sustain brand position over a three-year-plus
perspective. Therefore, they probably will
look at a number of other perimeters in
addition to this.
World Expo sponsorship can be two-fold. On
one hand, sponsorship provides an associa-
tion with a high profile event supported by the
state. Many first tier state-owned enterprises’
brands will be put on a world stage alongside
with many other global giant brands. On the
other hand, sponsorship of pavilions will allow
brands to showcase themselves in depth to a
relatively captive and engaged audience over a
six-month period.
On what occasions should a brand use
sponsorship as a marketing tool? Effective
sponsorship can offer significant opportunities
for distinct marketing and competitive advan-
tages. While advertising delivers quantitative
exposure, sponsorship delivers qualitative
exposure. The brand name, associated with the
subject of the sponsorship, results in emotional
impacts.
Amongst a wide variety of events to sponsor,
marketers should look for associations and
brand exposure to a targeted group of the
event programme. Through the sponsored
event, marketers can reach specifically targeted
niche markets with less wastage. It is also
a powerful complement to other marketing
programs with an objective to influence
existing and potential customers.
Successful sponsorship will result in improve-
ment brand perception by target audience.
McDonald’s, for example, is always keen to
support healthy family and kids’ events in
order to generate a positive image regarding
its products. Even though there is non-stop
criticism regarding the nutritious value of its
products, the positive feelings generated by the
company’s many charitable and educational
programmes have almost neutralised most of
the negative comments. McDonald’s corporate
image is enhanced and consumer attitudes are
somehow shaped.
There are some sponsorships which can
generate leads and revenue. Many credit cards
pledge to donate one dollar for every dollar
spent by the cardholder. This act associates
the sales of the credit card company with
supporting a charitable organisation. Customers
feel better using this card instead of others.
Other sponsorships generate brand exposures.
Some of the popular TV programmes are title
sponsored by big brands. The brand names
are seen on TV together with the sponsored
programme. Take the coming East Asian Games
in Hong Kong as example. The sponsors, namely
Bank of China, Cathay Pacific, BMW and
Canon etc, will have their logos seen every-
where at competition venues as well as on TV.
Some sponsorships are for enhancing business
and customer relations. In 2009 Formula 1TM
SingTel Singapore Grand Prix, Pico has built
many corporate hospitality suites for sponsors
to entertain their guests and for networking.
Pico has also built and provided interior fit-out
services for sponsors and corporate hospitality
suites in many other events like HSBC Golf
Open and Barclays Golf Open in Singapore and
the Qatar Golf Open. The bank sponsors
consider the events attractive to their targeted
and VIP customers and therefore make use of
the hospitality suites and facilities to entertain
their clients. If the programmes are managed
well, the attendees will have a unique experi-
ence which result in long-lasting impressions.
For best results, marketers should make
sure that the event ties into their marketing
objectives and the opportunities to meet key
customers and solidify business relationships
can be achieved. These experiences can
accumulate and contribute to positive word of
month, repurchase intention and brand loyalty.
In short, sponsorship by itself will deliver
message and brand exposure only. But if
executed well, the face-to-face communication
opportunities will achieve experiential marketing
goals effectively. You should start by defining
clearly your event sponsorship objectives. You
might be surprised to see that many corpo-
rations participate in events out of routine.
Unfortunately, these are not sound business
reasons for participating and there is often a
great deal of wasted money and resources that
yield no return as a result. – Capital CEO #066
Is Sponsorship an Effective Brand Activation Strategy?
Pico Chairman’s Column in Capital CEO #066 Monthly Journal
*Mr. Lawrence Chia, Chairman of Pico, was invited by “Capital CEO” monthly journal to share his view on running a successful enterprise with sound corporate and marketing strategies during recession times. His column which was released in May received very positive response from readers and is now running in a series in the journal. Permission to publish a translated copy in ImageMaker was obtained.
IMAGEMAKER // JAN 2010�
2009 Pico Group Annual Awards Presented
The 26th Pico International Conference
was held in Bangkok in December. More
than 200 delegates from Pico’s worldwide
network attended the event to exchange
view, corporate tactics and strategy
development. During the three-day
conference, attendees also participated
in social activities such as the SL Chia Golf
Challenge and the Pico Group Bowling
Challenge. The conference closed with
a number of awards presented at the
finale gala dinner.
Best Exhibition – Single-Stand Category
Sichuan S&T Pavilion at Western Expo,
Pico Chengdu
Kohler at Bauma, Pico Chicago
Best Exhibition – Multi-Stand Category
SIBOS 2009, Pico Hong Kong &
Pico Singapore
Best Event
London Singapore Day 2009, Pico Singapore
Best Museum & Themed Environment
Daqing Oil Museum, Pico Beijing
Best Conference & Show Management
14th APEC Women Leaders’ Network
Meeting, Pico Singapore & MP Singapore
Best Interior & Retail
Midea Kitchen & Bath Division
Shop-in-Shop Upgrade, Pico Guangzhou
Best Mega Project
National Science & Technology Fair 2009,
Pico Thailand
World Events Organisation –
Outstanding World Event
Organising Award
19th International Congress of Nutrition,
AsiaCongress
Pico Board of Directors –
Project of the Year
APEC Singapore 2009, Pico Singapore
& MP Singapore
Most Innovative Design
Mubadala Aerospace at Dubai Airshow
2009, Pico Dubai
Bayer at China Coat 2008, Pico Shanghai
Y&M Jewelry at Shenzhen International
Jewellery Fair 2009, Pico Shenzhen
Outstanding Account Servicing
Adora Chong, Pico China
Alfonsos Koh, Pico Singapore
Jed Mok, Pico Singapore
Aman Leung, Pico IES Hong Kong
Chris Wu, Pico IES Shanghai
2�-Year Distinguished Service Award
Pised Chungyampin, Pico Thailand
Lee Chee Seng, Pico Singapore
Jaswant Kaur DO Pritam Singh, Pico Singapore
Pico Far East Board of Directors –
Awards for Excellence
Chan Nga Man and GMC Dongguan Team
Best Manager
Rita Lui, Pico Shenzhen
Best Office
Pico Singapore
Please visit www.pico.com for more information.Edited, coordinated, designed and published by Pico Group. All rights reserved. No part of this publication may be reproduced in any form or by any means, including photocopying and recording without the written permission of the publisher. For information, please contact us at Pico House, 4 Dai Fu Street, Tai Po Industrial Estate, NT, Hong Kong SAR, or call us at 852 2665 0990, or email to [email protected].