Event Cartes in Asia 2010
Venue AsiaWorld-Expo, Hong Kong
Organiser Comexposium
Attendees 2,500
Date March 16-18




The brief
Cartes is the world’s leading smartcard technology trade show, based out of Paris for 25 years. Recently, though only 11 per cent of attendees came from Asia, they made up 40 per cent of the smartcard market.

The industry in Asia is also experiencing 30 per cent growth. For both of these reasons, organisers wanted to set-up a show that specifically addressed the needs of the Asian market.

Challenges
“As a first-time event, it was difficult to identify and bring in the right visitors,” says Michael Weatherseed, security business unit director of Comexposium. “Smartcard technology has applications across many sectors including banking, telecommunications, transport and retail, and this is continually expanding. It can be hard to identify the decision-makers within the key companies of each sector.”

Comexposium contacted association networks, used word of mouth, public relations and advertised in industry journals to contact the right visitors. They also received assistance from several Hong Kong organisations.

“We received tremendous support from Meetings and Exhibitions Hong Kong (MeHK), AsiaWorld-Expo and Invest Hong Kong from our first visit in April 2009,” he says.  “We were able to pass this information on to exhibitors and visitors alike. “This was part of doing everything we could to provide a high-quality delegate experience, which will encourage visitors to return and establishes a strong foundation for the show going forward.”

Execution
Cartes wanted a pan-regional show in a city that was both a hub and ‘location neutral’. 

“The three major Asian markets for smartcard technology are mainland China, South Korea and Japan,” says Weatherseed. “Hong Kong’s location is convenient for these markets and the immigration requirements for all foreign delegates were simple.”

The opening day began with a conference session, awards ceremony and welcome cocktail reception at Icon restaurant – all within AsiaWorld-Expo. The exhibition took place in Hall 3, which is located directly below the main entrance.

Comexposium contacted the major hotels on Lantau Island in advance of the event to negotiate special delegate rates. SkyCity Marriott, Regal Airport Hotel and Novotel Hong Kong Citygate were all involved.

Comment
“In addition to the benefits of the Business Right Here campaign, MeHK provided contacts, advice, quick and effective answers, and assistance ranging from organising a government official to open the show, to restaurant recommendations,” says Weatherseed. “AsiaWorld-Expo was helpful, supportive and professional. They reacted quickly and accurately, and it was a pleasure doing business with the team.”