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REPORT – IMEX – FRANKFURT: The iconic Suntec brand name is going abroad. The name synonymous with excellence in the MICE industry is creating Suntec International Convention and Exhibition Services Pte. Ltd. (Suntec International), a member of the ARA Group, that will expand the Suntec brand and services beyond Singapore to the global platform. Pieter Idenburg, CEO of Suntec Singapore as well as Suntec International, announced the launch of the new entity at IMEX 2010 in Frankfurt, Germany. This is the first time in the industry that a MICE player will offer franchising and brand transfer opportunities. Suntec International will also provide a wide ranging portfolio of services that include sales and marketing representation, venue management, consultancy services, with a key focus on highly customized solutions to clients.
Commenting on the development, Mr Idenburg said: “As a pioneer in Asia’s MICE industry, we are delighted that the strategy we have put in place some years back is now coming to fruition with the formation of Suntec International. Many venues have previously requested our skill in managing their centres and providing consultancy services. We are now ready to accomplish this through Suntec International. It has been an exhilarating journey as we see our efforts now bearing fruit and have the privilege to showcase to the world a genuine Singapore product. Together with our combined knowledge in running venues and our understanding of both Asia and the nuances of the MICE industry, puts us in good stead as a trusted entity”.
Through the evolution of this business model, the new enterprise aims to reach out overseas by tapping onto proven expertise from Suntec Singapore. Drawing on the strengths of its resident professionals, it will adopt the collaborative management model that has made Suntec Singapore one of the world’s best. The brand has achieved tremendous recognition over the last 15 years and is today recognized as a brand par excellence.
Additionally, Suntec International will introduce to its clients custom designed, cutting edge
technology solutions to organise, automate and synchronise various management tools. These include linking CRM and reservation systems to the clients’ financial and yield management tools. Through the use of a secure client domain, Suntec International will offer a suite of services from electronic contracting to up-to-date training solutions.
Suntec International will be helmed by Mr Idenburg, who has a proven track record of more than 25 years in the hospitality and service industries. Ms Chu Pui Wia, Director of Sales and Marketing (International Business Development) has extensive experience in the MICE industry in Asia. She will service the first contracts that will be signed with the new entity.
Singapore will serve as the headquarters for Suntec International. Home to some 7,000 multinational companies including the Asia Pacific headquarters of many Fortune 500 companies, the city-state is a world-class business hub. In the MICE sector, it has also been continuously ranked amongst the top cities and countries globally for meetings. A vibrant city with excellent infrastructure and a business friendly environment, Singapore is a melting pot of cultures that is positioned as the commercial gateway for doing business with the East and West.
According to Mr Chong Lit Cheong, Chief Executive Officer of International Enterprise (IE) Singapore: “Singapore has over the years established itself as one of the world’s leading MICE destinations. A strong pool of companies supports the vibrant MICE industry in Singapore and they are increasingly sought after as valued partners for the development of the industry. A home-grown Singapore brand, Suntec has contributed significantly to Singapore’s MICE industry and offers a wealth of experience and capabilities to their partnerships.” IE Singapore is the lead government agency spearheading the development of Singapore’s external trade.
Miss Melissa Ow, Assistant Chief Executive of the Business Travel and MICE Group of the Singapore Tourism Board, “Having established an iconic brand name and firm foundation in Singapore, Suntec is well-poised to take its award-winning capabilities and services to new heights. The internationalization of Suntec’s expertise will propel it to become a leader in business events on the global stage.”
Suntec Singapore International Convention and Exhibition Centre has been a major pillar of Singapore’s MICE industry since its opening in 1995. To date, it has hosted more than 15,000 events including several iconic events of diverse nature within its premier exhibition and convention facility. Having just hosted APEC 2009, the team at Suntec Singapore is now gearing up to host the Youth Olympic Games 2010 in August. The venue will host 6 ground sports and will serve as the proud official convention centre partner. A versatile and flexible space spanning over 100,000 square metres, the venue has received copious accolades and awards and has been recognized as one of the leading convention centres globally.
