The 70th Institute of Internal Auditors (IIA) International Conference was held for the first time in Asia at the Kuala Lumpur Convention Centre from July 10-13. The event drew record attendance and has led to IIA considering setting up a satellite office in Kuala Lumpur, but there were many hurdles along the way, including a political rally on the eve of the event.
Why did the conference organisers decide on Malaysia?
We were competing against top destinations, but the proximity of hotels to the convention centre, level of English and strength of the local chapter were well received during the site visit. We began bid preparation in April 2007, before there was a convention bureau. So our PCO, Asian Overland Services, played a vital role.
What were the first steps you took upon winning the bid?
It is once you win that the hard work starts. Anchoring the right people with the right skills is fundamental to a project of this magnitude. The initial plan from IIA headquarters was to dispatch a team of international PCOs from the US, but considering the exorbitant costs that would be incurred, IIA Malaysia decided to take over the organising roles. To provide industry oversight and leadership, the host conference committee was formed. Next, we hand-picked a group of experienced event organisers. We trained more than 100 volunteers, many of whom were also involved in the World Congress of Accountants held in KL last November.
What were your targets for attendance and sponsorship?
We set a stretch goal of 3,000 delegates, though we knew even crossing the magic number of 2,000 would set a new benchmark. Going by past trends, IIA conferences held outside the US attracted 1,500-1,700 delegates. From our analysis, if we could get 50 per cent from Malaysia, it would bring us to the halfway mark. We carried out an intense marketing blitz and came up with out-of-the-box ideas and incentives to drive registration, including participation in exhibitions both locally and overseas, and offering translation services to Asian countries that send large delegations. Korea ended up sending a 120-strong delegation.
How did you handle delays caused by the political rally?
We had 500 foreign delegates flying in that day who were all staying at hotels in the city centre, right in the middle of the rally. We met all delegates at the airport and transferred them to the secure site of JW Marriott Putrajaya. Later they were transferred to host hotels.
Any other interesting activities?
We participated in MyCEB’s sustainability initiative by raising $8,000 for the planting of 250 trees through the Forest Research Institute of Malaysia. It was an instant ‘yes’ to participate, the Institute is conscious of its legacy in a host destination.
Ngeak Choo Yong
• 1977 Started career as an assistant to operations director. Moved into marketing and then general management roles
• 1997 General manager of The Institute of Internal Auditors (Malaysia) and five years later became its executive director
• 2004 qualifies as a certified internal auditor (CIA). Also has an MBA in general management from University of Hull in the UK.