Event 2009 Mobile Asia Congress
Organiser Groupe Speciale Mobile Association (GSMA)
Venue Adrenaline, Happy Valley Racecourse
Delegates 250
Date November 18-19, 2009

The brief
Mobile Asia Congress is an annual international trade event for the mobile industry. At each trade show it hosts an industry awards night that recognises best practice and offers valued networking opportunities.

This year it wanted a unique venue that allowed delegates to get away from the traditional convention centre setting.

Challenges
The networking and awards evening was held at Adrenaline at Happy Valley racecourse. “Adrenaline does not have the best layout for a typical awards programme,” says John Hoffman, CEO of GSMA. “However, it not only allows for networking, but facilitates it with the right mix of indoor, outdoor, formal and informal areas, as well as a full night of horse racing.

“We presented the Asia Mobile Awards between the live races. The number of television screens, phenomenal
sound and great camera work meant everyone could see what was happening.”

Execution
GSMA realised the congress dates coincided with a race night and saw it as a chance to add a local experience to the evening.

“The people who attend these types of congresses often don’t get a chance to see the host city during their stay. They fly in, spend time between their hotel and the venue, and wave at the city on their way out,” he says.

The choice was well received and organisers increased their booking to the venue’s maximum capacity of 250 people. As the congress attracted 800 delegates, passes were distributed on a first-come, firstserved basis at the main congress venue, Hong Kong Convention and Exhibition Centre.

Buses shuttled delegates from HKCEC to the racecourse after the final conference session.

Comment
“Hong Kong is one of the great cities,” says Hoffman. “Delegates can combine business with a dining and cultural experience.

“The food was outstanding, people enjoyed the band and the main comment we received on the night was, ‘Can we do this again next year?’”