TCEB's website is designed to support content marketing strategies with comprehensive information provided to meet user needs.
Thailand Convention and Exhibition Bureau or TCEB (Public Organization) unveiled the bureau’s online marketing performance via different digital platforms which connect Thailand with event organizers and MICE travellers from around the world. The bureau is moving forward with the development of digital strategies, 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 innovation to create differentiation, attract MICE travellers, and establish a knowledge and statistics platform to support the industry in terms of the strategic planning.
“TCEB’s strategy focuses on the development of innovations. We aim to catch up with 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 content marketing strategies with comprehensive information provided to meet 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 from domestic visitors. Building on the success of this digital platform, TCEB also developed a mobile application called ‘Biz Thailand’, to respond to the rising trend of smartphones. The app provides 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 are able to get real-time updates on news and promotion activities with the location-based service. Besides, users are able to link the app to their social media accounts which makes sharing information found in the app worth their network easier. This useful application is designed for the users who are interested in conventions and business events in Thailand. Until now, the app has a record of more than 6,000 downloads.
As 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 MICE entrepreneurs with 3D glasses. The campaign 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 introduced to the market for four consecutive years. The campaign aims 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 on different online channels. Top five favourite products and services of the coupon redemption are shopping, restaurant, 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,
Ms. Sarita Chintakanond, Specialist of TCEB said, “To enhance the MICE events and encourage the development of digital platforms in the MICE industry, TCEB develops two latest online applications, ‘Smart BIZ Event’ and ‘Smart BIZ Organizer’, revolutionise and bring convenience to Thailand’s MICE industry. Both of the apps are packed with resources of MICE events including registration details, related business event documents, and real-time updates on statistics. They offer information in Thai and English versions.”
The Smart BIZ Event is developed to target the MICE visitors by offering a one-touch registration system and comprehensive event information. Users can receive electronic copies of event materials, such as presentations, event calendars, indoor maps, brochures, and speaker information, by simply scanning QR codes. Meanwhile, the Smart BIZ Organizer also offers the QR-code scanning feature to help organisers efficiently check-in and search attendees. The app also provides real-time reports and analytics, allowing organisers to know how to improve their business events.
“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, President of TCEB.
Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.