Company Tiger Beer Singapore
Organiser Concept Alliance Asia
Venue Nikoi Island
Attendees 16
Date July 10-12
The brief
Tiger Beer Singapore ran a campaign from April 1 to May 31 for an all-expenses-paid ‘Private Island Escapade’ for 15 people worth US$40,000. Tiger Beer wanted the host island to have an exclusive feel.
Challenges
Parent company Asia Pacific Breweries (APB) Singapore and organiser Concept Alliance Asia considered a couple of islands close to Singapore, but Nikoi was the only one with the exclusivity required. However, its relative remoteness also meant there were some logistical challenges.
Mei Wai Wong, head of marketing for APB Singapore, says: “There was a need to plan in advance on the logistics front, as sound equipment and branding materials had to be transported to the island. These challenges were overcome by conducting a site visit to Nikoi Island prior to the actual event and engaging the resort on the island to assist with the transportation arrangements.
"It was important for us to ensure that the needs of the guests would be catered to in order to create the best getaway experience. We worked with the resort’s management to ensure that the on-ground staff would be on standby to assist us accordingly.”
Execution
Organisers arrived a day early to set-up the resort – from putting up branding at the resort’s main dining areas and pool bar, to filling up the in-room coolers with Tiger Beer.
The group travelled on the Emerald Class ferry service to Bintan Island, before the 15-minute boat ride to Nikoi. Lunch was served on arrival and the afternoon was left free for water sports and exploring the island. After a steak dinner in the main restaurant, the group was to enjoy a pool party but rain meant it was moved undercover to the resort’s main bar. However, a DJ was there and kept things lively.
The group gathered for meals on the following day and the weekend closed with a beach campfire and party, where cans of Tiger Beer were available from ice-filled traditional longboats.
Comment
Connie Seah, assistant activation director for Concept Alliance Asia, says: “The Emerald Class ferry service was worthwhile, it meant we got priority embarkation and disembarkation, onboard visa service for non-Asean attendees and a pleasant experience overall.”
Wong says: “Nikoi Island is one of the most stunning islands in the region and it served as the ideal location. As there is only one 15-villa resort with no other restaurants and shops, this also ensured true privacy and seclusion for the group.”
Timeline
March 2011 Event concept was put together
April Site visit to Nikoi Island
May Venue booked
July 9-12 On-site preparations and event