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Hong Kong Ramps Up MICE Marketing in Australia

By Jill Innamorati-Varley
The Year of the Ox and celebrations to launch Meetings & Exhibitions Hong Kong (MEHK) in Sydney were preceded by three enormous dragons, much drumming, clatter and ceremony at the Four Seasons Hotel on Thursday (Feb 5).
Organised by an alliance that includes the Hong Kong Tourism Board (HKTB), Hong Kong Economic & Trade Office, Hong Kong Trade Development Council and the Hong Kong Australia Business Association — NSW Chapter, the event was witnessed by local government ministers, consular officials, trade partners, media and some 300 guests.

Meetings & Exhibitions Hong Kong launched its new
Sydney bureau last week
at the Four Seasons Hotel

HKTB chairman James Tien said the new initiative had been rolled so help Hong Kong stay ahead of the competition in a volatile economic environment.

“Competition is becoming tougher than ever.  Our competitors are already setting up dedicated MICE bureaus and rolling out incentive schemes to entice events. We must ensure that Hong Kong maintains its lead over our regional rivals,” he said.
“Working in concerted effort with the Government and trade partners, we will launch targeted promotions in high-potential markets, cultivate new business contacts and build awareness of Hong Kong’s MICE brand so that we can lessen the impact of the downturn and be ready to make a head start when the climate is right.”
In support of MICE organisers, the MEHK office will mobilise the collaboration of different sectors of the community to devise customised solutions and value-added hospitality offers.  The office will also work closely with members of the alliance group to maximise synergy.
The MEHK office will adopt a highly focused approach, leveraging a marketing platform named “Hong Kong – Converging Possibilities”. It will sustain Hong Kong’s MICE brand through a multi-faceted campaign that comprises advertising, direct mail, trade shows, public relations activities, seminars and workshops.

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