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TCEB unveils online marketing strategy for MICE

The Thailand Convention and Exhibition Bureau (TCEB) has announced an online marketing strategy and outreach programme targeting MICE markets worldwide.

In line with the innovative initiatives is the development of a state-of-the-art website, which will be shown in five languages.

The bureau expects to implement seven marketing campaigns focusing on both domestic and international MICE (meetings, incentives, conventions and exhibitions) markets.

In addition, the strategy will highlight the digital platform that enables collaboration between the TCEB and the private sector to synergise in the digital marketing realm while making Thailand the ideal destination for regional MICE events.

The online marketing strategy will be implemented under three key frameworks: the development of a comprehensive online MICE database, the production of digital sales and marketing tools, and innovative online marketing and public-relations activities.

Domestic and international marketing promotional campaigns aiming to attract target groups to join social-media activities are comprised of seven campaigns under a Bt45-million budget.

TCEB president Nopparat Maythaveekulchai said the TCEB's online international efforts included three campaigns.

The first is the "Spice Up Your Business Agenda" special-privilege campaign, with collaboration between the TCEB, the Tourism Authority of Thailand, Thai Airways International, the International Trade Promotion Department, the Commerce Ministry and VISA.

The collaboration will pool privileges of various products and services, such as air tickets, airport shuttles, golf, spas, entertainment and Internet service, specifically for registered MICE travellers joining exhibitions and fairs in Thailand.

The campaign will officially kick off next month.

The second is the "Dream Meeting Contest", which is an online marketing activity on Facebook designed to invite MICE travellers worldwide to join online games in order to inspire the

holding of MICE activities in the Kingdom while competing for special Thailand travel prizes.

The third international campaign is the "Itinerary Contest". Nopparat described this as a design contest that challenges contestants to create a pre- or post-trip itinerary in Thailand to introduce attractions and interesting activities for MICE organisers, MICE travellers and the general public.

"The TCEB is confident that our online marketing plans for 2014 will play an important role in attracting MICE travellers to Thailand to meet our target of 987,000 travellers, with Bt96.9 billion of revenue.

"Essentially, this effort will help drive the expansion of MICE-related business and establish Thailand as the premier destination for the world's MICE industry in the near future," he said.


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