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2014 Taiwan's MICE Promotion Program Innovative Event Marketing Increases Taiwan’s MICE Reputation

2015/01/19

Taiwan's MICE Promotion Program, organized by the Ministry of Economic Affairs' Bureau of Foreign Trade, has entered its third consecutive year in 2015. Apart from its continuous aim to consolidate the international image and competitiveness of Taiwan’s MICE brand “MEET TAIWAN”, it has also generated a variety of innovative strategies, such as event marketing schemes that combine virtual and real-life familiarization competitions, successfully promoting Taiwan’s MICE brand to the world.

In overseas marketing, the MICE Promotion Program led domestic industry representatives to attend four significant international conference and incentive tour exhibitions in Thailand, Germany, Japan, and Shanghai, plus formed four overseas promotion groups to organize a number of promotional briefings in Mainland China, Southeast Asia, and Northeast Asia. Two familiarization tours (fam tour) to Taiwan provided potential overseas industries and media visitors a specialized look at Taiwan, highlighting software and hardware advantages related to holding international conventions and incentive travel in Taiwan.

The first ever "Asia Super Team" competition took place in 2014. Combined with internet activities and a fam tour to Taiwan, the event reinforced the popularity of Taiwan’s MICE brand in its five target countries, Japan, Korea, Singapore, Malaysia, and Indonesia. In addition to social media marketing through electronic and print media, including the event's official website and Facebook, contestants were invited to participate in a trial-marketing team competition in Taiwan; both competitors and voters extended their influence as Taiwan’s corporate incentive travel ambassadors, simultaneously achieving word-of-mouth marketing and effectively raising the international visibility of Taiwan’s MICE industry.

In 2014, interior panoramic images of select exhibition and conference venues were made accessible on the MEET TAIWAN website, a pioneering service for the global MICE industry. The website offers 360-degree views of Taiwan’s five main convention and exhibition venues: the Nangang Exhibition Hall, Taipei World Trade Center Exhibition Hall 1, Taipei International Convention Center, Kaohsiung Exhibition Center, and International Convention Center Kaohsiung, enabling instant online browsing for potential overseas PEOs, PCOs, and NGOs. This industry leading service not only grants Taiwan’s MICE industry with more rapid business opportunities, it also enhances its global and cutting edge image.

Another Taiwan first, the Promotion Program adopted Event Sustainability Management Systems (ISO 20121), a London developed protocol for the 2012 Olympic Games, to promote Green MICE and sustainable environments. Both the Eco-Products International Fair 2014 (EPIF 2014) and the 9th Asian MICE Forum (AMF 2014) have become the first exhibition and conference in Taiwan to receive ISO 20121 certification, as well as the first to be issued ISO 20121 certifications by SGS in Asia. Adoption of the systems has also assisted the 2014 TPCA Show and Taipei International Convention Center in receiving carbon footprint calculation and international Greenhouse Gas Inventory Quantifier certification. This signifies a promising start for Taiwan’s advocacy of Green MICE, and ensures our leading position among Green MICE countries in Asia.

To assist the domestic MICE industry with solving cash flow problems when campaigning for or executing large-scale international conventions, exhibitions, and government events, the Promotion Program developed the 2014 MICE Industry Funding Brief to guide domestic MICE contractors on how to apply for financial assistance from the Government’s Small and Medium Enterprise Credit Guarantee Fund, so as to strengthen corporate credit, risk share, and improve on the bank’s willingness to approve financing.

Looking to 2015, the Promotion Program will continue to operate according to its existing framework, which includes the core functions of marketing communication, MICE service, industry research, and professional consulting by using innovative approaches to increase advertising reach. In addition, the “Taiwan MICE Bonus Tour” is currently underway, aiming at Mainland China’s corporate incentive travel as its target market. The event is collaborating with local governments that are counseled by the Promotion Program, introducing quality local activities, transportation subsidies, ticketing assistance, sponsorship of cultural performances, dining guides, and other services to attract more corporate incentive tours to Taiwan.

The Asian MICE Forum (AMF), a significant MICE brand originally established in Taiwan, is celebrating its 10th anniversary in 2015. The Promotion Program will use this opportunity to enlarge the scale of our participation in the Forum, introducing new exhibitions and activities, such as the Promotion Program’s achievement exhibition, a "MICE Policy White Paper" presentation, a campaign for hosting rights to ICCA’s core summit (with a preference for Kaohsiung), and others to expand the event into a full “MICE Week”. In 2015, we will continue to organize a series of event-marketing activities under the "Asia Super Team" theme in six target markets: Japan, Korea, Singapore, Malaysia, Thailand, and Australia. Corporate Social Responsibility (CSR) will also be introduced to the industry with a focus on issues of public concern, reinforcing Taiwan’s image as a top destination for corporate conferences and incentive travel by appealing through integration of international public services and charity work. Our endeavor is to effectively improve the international visibility of Taiwan MICE through domestic and international marketing, and provide opportunities for international collaboration in hopes of expanding the scale of Taiwan's MICE industry.

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2024/04/29

MEET TAIWAN Presents Taiwan's MICE Excellence at The Meetings Show Asia Pacific 2024

Singapore, April 19, 2024 — MEET TAIWAN is excited to announce its participation in The Meetings Show Asia Pacific (TMS APAC) 2024. As a key exhibitor, MEET TAIWAN has collaborated with 10 leading MICE-related businesses to showcase Taiwan's sustainable international conference venues and services.The inaugural TMS Asia event in Singapore, organized by an experienced team known for events like The Meetings Show London, attracted over 1,000 international buyers. Held at Marina Bay Sands on April 17th and 18th, it featured approximately 400 international buyers from the Asia Pacific region and welcomed over 1,139 international attendees.In collaboration with the Taiwan Pavilion, MEET TAIWAN presents the Taiwan Convention and Exhibition Image Hall, offering a dynamic display showcasing the essence of Taiwan's premier exhibition venues which are strategically located from north to south in cities that include Taipei, Taoyuan, Taichung, Tainan, and Kaohsiung. The Pavilion's surrounding Featured Cities Area further promotes Taiwan's convention and exhibition hubs through interactive exhibits, literature, flyers, and captivating videos.During the exhibition, Taiwan representatives hosted a Taiwan MICE talk, focusing on sustainability challenges and solutions within the industry. Discussions centered on global trends, challenges, and the sustainable impact of the MICE industry. William Wu, Economic Division Director of the Taipei Representative Office in Singapore, delivered opening remarks, emphasizing Taiwan's commitment to MICE sector sustainability.Looking ahead, MEET TAIWAN has exciting initiatives planned, including the International MICE Round Table Summit in June 2024, and MICE talk activities in Taoyuan later in the year. MEET TAIWAN continues to support Taiwanese conference and exhibition industry stakeholders in seeking business opportunities. A delegation is also being formed to participate in IT&CMA 2024 from Sep. 24–26. For more information, please visit https://www.meettaiwan.com/en/index.htmlMedia ContactMs. Lily SuExecutive DirectorMEET TAIWANlilysu@taitra.org.twMEET TAIWAN hosts a dynamic Taiwan Pavilion at TMS APAC for international buyers.The Taiwan MICE Talk shines a spotlight on sustainability, fostering a global exchange of ideas and practical insights.

2024/03/14

Lighting Up Taichung International Convention and Exhibition Center and the Green Museumbrary

The 2024 Central Taiwan Lantern Festival will kick off at Taichung Central Park on February 16. In celebration of the Lantern Festival, Director Chen Da-Tian of the Taichung City Government's Construction Bureau will illuminate the Taichung International Convention and Exhibition Center and the Green Museumbrary. The unique appearance of these two buildings will be clearly visible both during the day and at night. As visitors play sports, take walks, or admire the lanterns at Central Park, they can also take in the view of the future landmark of Taichung from afar, take photos, and share them with friends and family.Director Chen explained that the spotlights on the eaves of the exhibition hall at the Taichung International Convention and Exhibition Center accentuate the architectural roof trusses and skyline. From the 76-meter-tall giant dragon main lantern area, visitors can admire the beauty of the exhibition center's magic carpet roof at night. As for the Green Museumbrary, the museum lobby adjacent to the park and the interior lights of the glass curtain wall at the administrative building facing Zhongke Road will also be illuminated, presenting visual transparency and the elegant artistic ambiance of the architecture.According to the Construction Bureau, the Taichung International Convention and Exhibition Center will be able to house 2,360 exhibition booths and a large international conference hall with 2,200 seats. International exhibitions and conferences held at the exhibition center will drive the development of the software, science, and industrial parks in central Taiwan. This will attract domestic and foreign companies to settle there, contributing to Taichung City Government's vision of "Prosperous Taichung, Wonderful Life". On the other hand, the Green Museumbrary, in addition to its distinctive architectural appearance, features the design principles of "innovation, people-oriented, and sharing". The museum and library both adopted co-constructed architecture, integrating various spaces within the buildings to stimulate visitor curiosity for knowledge exploration. The two buildings are independent yet interconnected in terms of shared resources. The Green Museumbrary's world-class architecture aims to inspire artistic readership and cultural dreams of Taichung's citizens.Source: Yahoo News https://tw.news.yahoo.com/%E5%8F%B0%E4%B8%AD%E5%9C%8B%E9%9A%9B%E6%9C%83%E5%B1%95%E4%B8%AD%E5%BF%83-%E7%B6%A0%E7%BE%8E%E5%9C%96%E9%BD%8A%E9%BB%9E%E7%87%88-102644411.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAACoGFpB2Nxncu5iypuwsgLM-hvRSKcXiYpIfcFtGC64p4PE0jnFQbEyWgoDRzMqUXlPGAY4yS5O7hoOsaYJ2p9GWOepQKj0myM89hTQyWT2RbCsg5tH8NBRNDdR-96VVLBq-byUevxt7nyGWUIe5pspwXhp_iV9XpFbdzQX8Rk_K

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