The Sixth UFI Marketing Trophy
was recently awarded to Suntec Singapore Int’l Convention and Exhibition
Centre. Semi-finalists for the 2006 competition were: CES, USA; CeBit, Hannover; Excel, London; Messe München, Munich; RAI, Amsterdam, and Suntec, Singapore.
The theme of this year’s competition was “Best ideas to Win Customers” and Suntec Singapore’s winning entry challenged its prospective target
segment to find out “What is missing in your Strategy.” The Suntec entry was selected for its clear problem definition and effective solution
proposals and resulting high return on investment.
Singapore ad agency Chuo Senko and produced in-house, the Suntec Singapore direct marketing campaign was designed to attract
potential international event organisers, professional associations and corporate meeting organizers to the Singapore venue, by stressing the
professional competence of its staff and the flexible quality of its facilities. A teaser chess set, missing the King and Queen, was mailed to a select
audience. Personal follow-up calls by the Suntec Singapore team were made when customers requested the missing chess pieces. The campaign
message went straight to the point “You can’t win a game of chess without your key players and you can’t deliver a successful event without a
reliable partner.” The Suntec Singapore team made it clear that they are ready to provide the key to a successful strategic partnership.
2006 entries submitted to the UFI Marketing Committee Jury were received from exhibition organizers and venues in countries as far ranging as the
USA, Romania, the UK and China. This year’s contest was more competitive than usual as, for the first time, the contest was open to entries from
both UFI members and non-members.
“We are delighted and honoured to receive the UFI Marketing Award 2006. It is great to be recognised for our marketing efforts as they reflect very
closely the fact that we are the business of delivering customer experience. This campaign’s objective was to develop a creative, modestly
budgeted, DM campaign which would educate and entertain potential customers and in the process generate new business - and these objectives
were all achieved!” Suntec Singapore's CEO Warren J. Buckley said.
UFI President Tom Beyer applauded the winner saying,
“Suntec Singapore stands out as an organisation able to develop innovative marketing campaigns providing solid results. This campaign definitely
merits it’s trophy for the 2006 UFI Marketing Award.”
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