TCEB’s ‘MICE Winnovation’ program wins 2022 UFI Marketing Award

Thailand Convention and Exhibition Bureau (TCEB) joined the UFI Awards and Competition programs and was declared the winner at the UFI European Conference held in Poznań, Poland May 4-6, 2022. The awards program was organized to share best practices and showcase the most outstanding initiatives in six categories among UFI’s 812 members from 84 countries. The six categories are digital innovation, human resources management, industrial partners, marketing, operations and services and sustainable development. The Marketing Award is judged on six criteria: how the market strategy responds to the new demands imposed by the COVID-19 pandemic; The main challenges encountered during the implementation of the strategy (timing, location, regulations, budget, etc.); The process used to develop the marketing strategy; The key elements of the marketing strategy (target groups, value propositions, key selling points, clearly defined and measurable objectives and communication channels); Sales support provided by the marketing team; and Results and Lessons Learned. The 2022 UFI Marketing Award finalists were Thailand, Spain and China.

Mr. Chiruit Isarangkun Na Ayuthaya, President of TCEB said: “TCEB launched the ‘MICE Winnovation’ program in 2021 to propel the development of innovation and inspire our exhibition industry to ‘win with innovation’. The goal is to help improve and to strengthen the competitiveness of Thailand the MICE industry and help our MICE entrepreneurs respond more effectively to risks and market trends. This award reflects TCEB’s commitment to promoting innovation as a means of sustainable growth. We want to help organizers harness the power of technology and instill a spirit of innovation. During the pandemic, “MICE Winnovation” was launched as a platform to connect tech entrepreneurs with organizers to generate market-ready solutions that address specific pain points and drive productivity gains . As an incubator of technology solutions for all facets of the MICE business, from visitor engagement to energy management, the “MICE Winnovation” program has enabled us to create an online catalog of innovation , a resource now available to all MICE entrepreneurs. »

M. Holger FeistChairman of the UFI Marketing Working Group said: “Change seemed to be the only constant for many in our industry over the past year. So it was only consequential to honor theBest Marketing Strategy in an Ever-Changing Salon Industrywith the 2022 UFI Marketing Award. How have the new requirements imposed by the pandemic been met? What challenges had to be overcome? What about the originality of the solution, and how might others benefit from it? The winner took a broad perspective, looking at a country’s entire MICE industry. He applied an innovative approach, designing a multi-faceted program to drive innovation and technology adoption in the MICE sector – including matchmaking with start-ups, innovation checks and workshops of experts. And while delivering a cutting-edge, data-driven campaign, the winner showed that in the end, it’s not all about the technology: it’s the mindset shift that account. Congratulations from all the jury to the MICE Winnovation – Overcoming the pandemic. Win with innovation project. Congratulations to TCEB, the Thailand Convention and Exhibition Bureau.”

Over the past two years, MICE Winnovation has proven to be a marketing booster for the industry. In 2021, TCEB received applications from organizers looking for innovation and technology for 26 events. TCEB then tracked the economic impacts of the technology introduced in 10 of these events. The results were eye-opening: the technology adopted created €63.54 million worth on a budget of €190,000. The two main areas of application of new technologies were the organization of hybrid events and the management of crowds for health and safety purposes. In 2022, TCEB will continue to promote hybrid technology for events and will help MICE organizers explore the use of robotics, automation and facial recognition to increase productivity and improve visitor experience.

MICE Winnovation is a collaboration between TCEB and 6 partners: National Science and Technology Development Agency (NSTDA), National Innovation Agency (NIA), Digital Economy Promotion Agency (depa), Thai Exhibition Association (TEA), Thailand Incentive and Convention Association (TICA ) and the Thailand International Events and Festivals Association (TIEFA).

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About TCEB


Established in 2004, Thailand Convention & Exhibition Bureau (Public Organization) or TCEB – the government agency under the Prime Minister – has been entrusted with the role of promoting, supporting and developing the event industry. business – corporate meetings, incentive trips, conventions, exhibitions, mega events and global festivals. As a strategic partner, TCEB helps deliver creative ideas and solutions to succeed and meet the demands of professional events. The main objective is to drive Thailand become a global destination for MICE and mega-events that can boost strategic industries and the country’s national economy.

SOURCE Thailand Convention and Exhibition Bureau (TCEB)

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