Q1a) Singapore’s current destination brand is call ‘Passion Made Possible’ as it was being lunch

on 24 August 2017 by Singapore Tourism Board (STB). The reason of chosen such brand as the
marketing environment are getting more challenging and competitive which is why Singapore is
building up their foundational strength to help to tackle such challenges. As deciding on the
destination brand for Singapore, their approach is to do deeper research onto the stories of
Singaporean and resident to share on their thoughts and experience as living in Singapore. They
have also approach with three fundamental shifts which are unified brand beyond tourism,
inside-out approach and standing for an attitude & belief to create this destination brand.

Q1b) Three challenges which involved in branding Singapore as a destination:

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Q1c) The five marketing techniques are:
1) Collaborative approach - The success being the mission of the convention bureau’s mission
are primarily depending on the supports actively gained from the stakeholders that is operating in
the destination. Hence, most of the convention bureaus will be focusing on advancing the
collaboration with the various stakeholders. They will also fill up with leadership and
coordinating roles.

2) Destination Branding and Positioning - Brand developing is now being accepted as an

essential tool in allowing DMOS to present their destination with the places that are memorable,
distinctive and clearly differentiating from their competitors. It is critical for those individual
destinations to be differentiate themselves from the competing cities.
3) Advertising - Advertising is one of the most used techniques that is hired by the convention
bureaus to intensify the awareness of the destination brand and to motivate the event planners to
consider their country as one of the locations for their future conference meetings and incentive
trips. The four stages in design and implementing any advertising campaign as described by Pike
(2004, p. 142) which are setting of the objectives to include those employees that are related to
sales target goals and communication purposes, decision made for budget allocation, decision to
me made from messages both the content and the medium type and lastly will be the evalution of
the campaign.

4) Public relations – Using of communication techniques to create and maintain good

relationships between the organizations and the publics. Two most used for public relation
engagement which firstly will be press relations to use to increasing awareness of the destination
brand and attracting the impression of the potential clients. Secondly,
Lobbying of the governments and other leaders that had a direct power in funding of the
convention bureaus.
5) Harnessing Local Expertise and Knowledge – It is to strengthen their biding for the business
events whereas the convention bureaus are trying to differentiate their destination by expanding
the strategic alliances with their local knowledges of the industries.

Q2a) The six common types of meetings are management meetings, staff meetings, training
seminars, shareholders meeting, sales meeting and product launches meeting.

1) Management meetings – This meeting arrangement is to bring the roles of the management
such as board of directors, managers, general manager to gather together to decision and solve
those unexpected issue that will be address out in them meetings.

2) Staff meetings – This meeting is to gather all employees from the company to speak and talk
about certain aspects of the business management that cannot be spoke or decision through
emails or telecommunications.

3) Training seminars – This meeting is to bring all employees to attend the training seminars to
improve on the methods of job performance or learning new skills to operate new systems or
equipment

4) Shareholder meetings – This meeting can also be termed as stockholder meetings or annual
general meetings which it will be held every once in a year for all of the senior executive to
attend such meetings to review on the business results and possibly new to vote for a next
appointed directors to run the company.

5) Sales meeting – This meeting is set for employees that will be selling the company’s product
or services to the potential client or customers. Sales result will also be reviewed at the end of the
meetings and teams that has done exceptionally well will be recognized and be rewarded
accordingly.

6) Product launches meeting – This meeting is one of the main drivers for the company to grow
further where they will announce and showcase their product to the guests. With the
improvement and the enhancement quality of the product and technology, companies will
continuously sell their product to their consumers or presenting their products to distribute new
networks, to the press conference and to the public.
Q2b) The advantages of using PCO:
- They are substantial, more specialist in terms of knowledge than the in-house staff, having
more other responsibility which is unrelated to the organizing meetings.
- They have the ability to negotiate for cheaper rates with venues and accommodation providers
and with their connections and venues, they are able to liaise with more supplies and offer their
rates with several clients working in different services.
- They have wide range of client profiles due to their valuable insights and experiences gained in
their profession.

The advantages of using DCM:

- DCM has the advantage of staff that is equipped with abilities and skills such as creativity and
knowledge who can offer their best knowledge of the destination with their local buying powers.

Q3a) 1) Regularity - Most of the association's conferences are held periodically, most often once
a year or every other year. The bylaws and rules of the association usually dictate how often they
are held. In current years, the trend has been for institutions to evolve their rules to permit them
to keep meetings greater often, as the pace at which new information is being generated in
many fields of activity has elevated.
2) Long Lead Time - Lead times of five years or more are not uncommon in the field of
international association meetings. The scale of such an event with thousands of attendees
requires a considerable amount of planning time, starting with the choice of destination and
venue, as described below.
3) Venues - Most corporate events are planned in hotels (or in increasingly rare places), but the
most common venues used for association meetings are large national and international demands
of a huge number of attendees. In the case of a large association, it is a dedicated or modified /
reused conference center.
4) Destination Selection - The process of selecting a venue for a large international association
meeting is very complex, often months or years, compared to the relatively simple venue and
venue selection systems found in corporate meeting spaces. Selection committees are usually set
up to determine where an organization's annual meeting will be held, especially for large
associations.

Q3b) The target audiences that will be focusing on will be the teenagers/young adults ranging
from 12 to 18 years old that will be going for this event conference.
Two marketing methods to be implement for the chosen target audiences will be:
1) Promotional Activities
2) Social Media – Using social media platform to advertise the event internationally to promote
such event more effectively.
Q4a) Seven reasons why Singapore highly ranked internationally:
1) Singapore is one of the safest countries in the role with one of the tightest security and lowest
crime rate in the world.

2) Singapore is one of the most vigorous and business-oriented country in the world where
Singapore is open towards various types of business that could help to improve the economy and
creating good business profile with the country.

3)
4)
5)
6)
7)

Q4b) SACEOS is the representative for Singapore’s leading convention and organizers together
with the suppliers of facilities and services. SACEOS work closely with IE Singapore, SECB and
STB in help to develop Singapore into a global exhibition city, regional convention and meeting
hub. SACEOS has four business sectors which are PEOs, PCOs, Meeting and Incentive
Organizers and Supplies of the facilities and services for various types of events such as
exhibition, convention and meeting industries. Whereas for SECB, there are the top tier for
handling business travel and events. Their responsibility is to shape and retain Singapore
business event destination where the MICE industry is filled with ideas, people, technology and
wide range of network. They are also equipped with various key drivers which are Business
Event Champions, Experienced Architect, Global Marketer and Industry Developer.
4c)