New alliance looking to push the boundaries of events held in Singapore
The partnership will see Maritz Global Events using its ‘Experience Design Labs’ technology and other methods such as in-depth interviews to develop ‘personas’ based on the passion points of meeting planners, to glean insights into what motivates them. Based on the insights, STB and Maritz Global Events will then leverage the use of virtual reality to create a product that appeals to meeting planners.
“With the launch of Singapore – Passion Made Possible, we have an invaluable opportunity to extend our US market outreach,” said Melissa Ow, deputy chief executive at Singapore Tourism Board.
“We are thus excited to partner with Maritz Global Events to explore the possibilities of how business events can be transformational, and stir the imagination of meeting planners who seek to create more experiential events for their clients.”
This partnership marks the first time Maritz Global Events has collaborated with a national tourism organisation on such an initiative and follows the recently-launched unified brand, Singapore – Passion Made Possible.
“There is a strong alignment between STB’s new Passion Made Possible brand and the importance Maritz Global Events places on delivering exceptional experiences,” said David Peckinpaugh, president of Maritz Global Events.
“Both embrace experiences and transformation as being cornerstones of a meaningful journey, and we’re glad this partnership engages US MICE players in such a creative way. We’re excited to pioneer this initiative approach with Singapore and deepen our partnership further.”
STB has also collaborated with Northstar Meetings Group on a campaign titled ‘Their Passion Made Your Event Possible’, which celebrates the unsung heroes of Singapore’s business events industry in the US and Singapore. The campaign invites members of the US meetings industry to nominate and recognise the efforts of their unsung heroes, giving them an opportunity to meet with each other in their respective countries.