MICE360 wraps in Hong KongBy Lauren Arena
16 Jun 2017
CEI Asia hosted its inaugural MICE360 event in Hong Kong this week, bringing together more than 130 corporate event buyers, agencies and suppliers for an interactive day of learning, thought leadership and networking.
Designed around an innovative event format, MICE360 featured a series of intimate discussion panels that explored experiential meeting design trends, how to navigate compliance, and tips on managing events in emerging destinations.
A panel on safety and security also addressed the new challenges faced by event planners amid geopolitical instability and the increasing terrorism threat. International SOS regional security manager, Lane Aldred, says understanding risk from the outset should be part of event planning best practice.
"Risk assessment is just as important as venue selection," Aldred says. "It starts with a macro understanding of the environment, looking at everything from the weather to terrorism threats, and having a plan if things go wrong."
Aldred also stressed that safety is subjective and that planners need to 'contextualise' risk for international clients. He says even 'safe places' can have residual risk.
A keynote presentation by Auditoire's managing director, Antoine Gouin (above), highlighted the importance of social media for event marketing in China, while event entrepreneur Kristy Castleton examined and how technology, events and neuroscience combine to create immersive brand experiences.
A final power panel of the day, featuring event heavyweights from Jack Morton, Creative Technology Asia Pacific and Uniplan Hong Kong, discussed the next generation of events and how to engage attendees in new ways.
Jack Morton VP, executive director and creative director, Lucille Essey, says event planners need to tap into the power of emotion to create memorable experiences.
"Instead of ROI, it's now all about ROA—return on attention," she says. Meanwhile Uniplan's director of event operations, Dawn Dennis, cautioned planners to consider 'the now' before hastily jumping to 'the next', especially with regards to new technology.
After a day of intense discussion at The Ritz Carlton Hong Kong, delegates enjoyed cocktails overlooking Hong Kong’s iconic harbour aboard the all-new Aqua Luna II.