Singapore Sports Expo earns market approval

Challenges Co-located with the Standard Chartered Singapore Marathon entry-pack collection, one-third of the area was assigned to badge collection so the organisers had to attract people to the exhibition area instead of leaving after collecting their packs. New and lesser well-known sports were introduced at the Expo. However, using an indoor venue required the area of play to be scaled down. This took careful planning, coordination and execution. Execution Creative displays and strong sales pitches drew much interest, such as a giant model of the new adidas intelligent running shoe with built-in microprocessor. The organisers also used contests, demonstrations and floor activities to make the event more interactive, competitive and fun. Champions and professional sports personalities helped draw the crowds. In addition, 'dollar deals of sports equipment and accessories for less than US$1 every hour each afternoon were used to attract more visitors. Verdict All levels of consumer interest and proficiency were catered to at Sports and Fitness Expo 2006. For instance, avid inline skaters had a choice of four competitive categories judged by an international panel. Beginners could avail of basic coaching clinics. There were also skilful acts from China, France, India and Korea. Suntec Integrated Media director, Roel van Leeuwen, says: "We unveiled a new look to reflect the dynamism and tremendous growth of the event since its inception in 2004. "We now have bigger floor space, an increase in the number of exhibitors as well as a fantastic programme for the enjoyment of all visitors."