Conceptualizing Thailand into a Marketing Tool at MICE Trade Shows
2019 is turning out to be another prosperous year for the Thai MICE (Meetings, Incentives, Conventions, and Exhibitions) industry. Since 2014, Thailand Convention & Exhibition Bureau (TCEB) has served as the country’s official government agency for supporting, promoting, and developing global and regional business events. This year, the Bureau has stepped up its game with a new design concept for “Thailand Pavilion 2019” as a marketing tool to attract clients at trade shows overseas.
Thailand Pavilion Partnership
TCEB’s MICE Business, in partnership with Thailand Incentive Convention Association (TICA) and Ambience Studio Co., Ltd., has launched the new “Thailand Pavilion 2019” design concept for MICE trade events.
Nichapa Yoswee, TCEB’s MICE Business Senior Vice President, said the new concept strengthens TCEB’s unique “Thailand: Redefine Your Business Events” branding, as a co-creator, partner, collaborator and thought leader, to enable the success of business events hosted in Thailand and to help the country attract more overseas business.
Commenting on the main concept, SVP Nichapa had this to say: “The heart of the Thailand Pavilion 2019 design lies in how we integrate the ‘Redefine’ concept that visitors can experience and relate to.”
The uniqueness of Thai heritage is at the core of the redefined TCEB branding. Thai Temples are a key visual element, along with the concept of New Dawn – as in Thai phrase Roong Arun, meaning “first light of the day”, to symbolise the meaning of ‘Redefine’.
For international trade events and TCEB-sponsored road shows, Thailand Pavilion 2019 shines with four main elements to announce to the world Thailand’s readiness to host MICE events and activities.
The first element is Traditional Thai Roof Tile, which makes the pavilion stand out with the appearance of a Thai-style temple roof, catching the eye from every angle.
This is coupled with the second element – Traditional Thai Mural, which tells the story of Thailand’s unique culture, amazing destinations, great infrastructure, and various innovations.
The third element is a Bua or Traditional Thai Decorative Wall, a fundamental detail in Thai art and architecture which is incorporated into many elements of the design, including the wall base, meeting tables, and reception counter.
Lastly, the Unique Thai Tone Colour of Nam Mark, a traditional Thai plant which was selected to represent the concept of New Dawn due to its red-tinged hue, evoking the colour of pre-dawn sunlight.
These four main elements help visitors to enjoy and appreciate the pavilion and Thai beauty as if they were viewing an actual Thai temple with delicate details. It also clearly testifies to Thailand’s readiness to host MICE events in a unique setting.
In addition to these four design components of the Thailand Pavilion 2019, the concept of ‘Redefine’ is conveyed through other parts of the project, including souvenir give-aways. Thai dance performances and Thai boxing demonstrations are included in a contemporary way to emphasise the concept of Redefine.
It is no exaggeration to say that the concept reflects a perfect balance between simplicity, sophistication, authenticity and modernism.
TICA President Sumate Sudasna said, “We are always optimistic about bringing new Thai MICE operators to international events. The new Thailand Pavilion 2019 design and branding really help. There are obvious benefits and advantages to TICA joining forces with TCEB.”
The new Thai Pavilion is located at five trade shows this year. IT&CM China, China’s leading international MICE event held in Shanghai during March 19-21;IMEX Frankfurt, the worldwide exhibition for incentive travel, meetings and events held in Frankfurt during May 21-23; IMEX America, America’s worldwide exhibition for incentive travel, meetings and events held in Las Vegas during September 10-12; IT&CMA, Asia-Pacific’s leading international MICE event co-located with CTW Asia-Pacific and held in Bangkok during September 24-26; and IBTM World,the leading global event for the meetings, incentives, conferences and events industry, held in Barcelona during 19-21 November.