Bangkok - Thailand Convention and Exhibition Bureauor TCEB (Public Organization) unveiled the bureau's online marketing performance via different digital platformswhich connect Thailand with event organizers and MICE travellers from around the world. The bureau is moving forward with development of digital strategy, launching two new mobile applications, Smart BIZ Event and Smart BIZ Organizer, which are a revolution in convenience for Thailand's MICE industry.
Mr. Chiruit Isarangkun Na Ayuthaya, President of TCEB, said that TCEB is one of the leading agencies which have been supporting and driving Thailand's MICE industry by the use of technology, creativity, and innovation. The actions are in line with the Thai Government's Digital Economy Policy as well as the Thailand 4.0. Furthermore, according to the MICE Industry Master Plan Year 2017-2021, the strategy is aimed to stimulate the growth of MICE events in the country by using the innovation in the light to create differentiation, attract MICE travellers, and establish the knowledge and statistic platform to support the industry in term of the strategic planning.
"TCEB's strategy focuses on the development of innovations. We aim to catch up the digital trend and respond to the demand of MICE organisers and travellers in the digital era. In the fiscal year 2017, the target markets show a great response to our activities which include the development of our website, online sales and marketing channels, as well as online marketing communications."
TCEB's website is designed to support the content marketing strategy with the comprehensive information provided to meet the user needs. The site offers information in eight languages, it has 2,2701,958 page views of which 1,000,449 are from overseas visitors, and 1,701,509 are from domestic visitors. Building on the success of this digital platform, TCEB also developed the mobile application so-called 'Biz Thailand', to response the rising trend of the smartphone. The app supports information in Thai and English languages. It presents details about tourist attractions, restaurants, accommodations, domestic and international flights, as well as data on MICE venues in Bangkok and MICE cities. Users will be able to get a real-time update on news and promotion activities by the location-based service. Besides, the link with social media makes it easier for the users to share the information with their network. This useful application is designed to facilitate the users who are interested in conventions and business events in Thailand. Until present, the app has a record of more than 6,000 downloads.
For the digital sales and marketing channels, TCEB created the online 360 Degrees Virtual Reality platform. The bureau also produced the digital sales kits with 360 Degrees Virtual Reality images. The sales kits were distributed to the MICE entrepreneurs with 3D glasses. The activity received a record of 1.6 million views within the two-month period (August to September 2017).
Meanwhile, in the area of online marketing communications, the on-going collaborative campaign between TCEB and its alliances from the public and private sectors 'Spice Up Thailand 2017' has been introducing in the market for four consecutive years. The campaign is aimed to attract MICE travellers by offering exclusive privileges. There were up to 70 events, from 20 organisers, which registered with the campaign, and up to 70,000 coupons were redeemed. The campaign received a total of 14 million views through different online channels. Top five favourite products and services for the coupon redemption are shopping, accommodation, tourist attraction, and spa. While top ten markets with the highest record of coupon redemption are China, India, USA, Malaysia, Singapore, Philippines, Australia, Indonesia, South Korea, and Thailand, respectively.
Ms. Sarita Chintakanond, Specialist of TCEB said, "To enhance the MICE events and encourage the development of digital platform in the MICE industry, TCEB develops two latest online applications, 'Smart BIZ Event' and 'Smart BIZ Organizer', which are the revolution in convenience for Thailand's MICE industry. Both of the apps are packed with resources for MICE events including registration details, related business event documents, and the real-time updates on statistics. They offer information in Thai and English versions.
The Smart BIZ Event is developed to facilitate the MICE visitors. It offers a one-touch registration system and comprehensive event information. Users can receive electronic copies of event materials, such as presentations, event calendar, indoor map, brochures, and speaker information, by simply scanning QR codes. Meanwhile, the Smart BIZ Organizer uses QR-code scanning to help organisers efficiently check-in and search attendees. The app also provides real-time reports and analytics, allowing organisers to know how and where to improve business events. The app is free to download.
"With the extensive development of digital tools, TCEB aims to bring the event planning and event organising in Thailand to the next level. The objective to modernise the MICE industry is in line with the bureau's vision to promote Thailand as a hub for MICE activities in the region. Meanwhile, TCEB expects that the latest applications will attract 10,000 downloads by next year," said Mr. Chiruit.