Suntec Singapore International Convention & Exhibition Centre (Suntec Singapore) and its partners are touting the centre as "Asia's convention city', dropping the 'Singapore intelligence centre - where great minds meet' positioning that was created to position the facility and its environs as a self-contained, integrated events venue.
The latter initiative coincided with the April 2001 birth of a marketing alliance that included Suntec Singapore, hotels within its vicinity, Singapore Airlines and Focus5. net (technology solution provider) and was supported by the Singapore Tourism Board. Focus5.net and Ritz-Carlton have dropped out of the alliance, but James Papineau, Suntec's director of sales and marketing, said "contributions are in line with previous years".
The campaign comes as Singapore - and the rest of Asia - is fighting back to regain convention planners' interest following the Sars health crisis and terrorism. It includes print advertising, mostly in trade publications, and the internet, where the site is being revamped to reflect the new line. A fistful of incentives has also been put together to encourage bookings,including a US$98 hotel rate plus breakfast, . The package is valid for new events until December 2004, and bookings must be made before year-end.
- See p15.