Suntec campaign is awarded UFI marketing trophy

Elena Arabadjieva, director of marketing services and communications for Suntec Singapore, said: "It is great to be recognised for our marketing efforts as they reflect very closely that we are in the business of delivering customer experience." The theme of this year's competition was 'Best Ideas to Win Customers'. Suntec's winning entry challenged its target segment to discover 'What is missing in your strategy?' Suntec Singapore's entry registered a 34 per cent response rate and 21 potential international events under consideration between 2006-2009. Ateaser chess set, missing the king and queen, was mailed to a select audience of event organisers, professional associations and corporate meeting organisers. Suntec then made personal follow-up calls to customers who requested the missing chess pieces. The message was: 'You can't win a game of chess without your key players and you can't deliver a successful event without a reliable partner'.