'Seoul Bus' Bearing Logo Proves Popular with Visitors
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Seoul Tourism Organization Promotes the City at 'IMEX 2009,' Europe's Largest MICE Exhibition
The Seoul Tourism Organization's (STO) Convention Bureau participated in IMEX 2009 (Incentive, Meeting and Events Exhibition), held from May 26th to 28th in Frankfurt, Germany, to promote Seoul's merits and advantages as a global convention center and help the city's convention and exhibition industry further expand into the European market.
Arranging an independent booth for the first time at an event widely regarded as Europe's most important international conference and events exhibition, the STO's Convention Bureau held presentations and one-on-one consultations. These were aimed at promoting what Seoul has to offer potential organizers of major conferences and exhibitions, and identify new partners for the expansion of the city's MICE industry.
There were a variety of promotional efforts undertaken during this year's event, including an exclusive contract to operate the shuttle buses that transported visitors throughout the venue. These buses, as well as a number of escalators throughout the exhibition area, were adorned with logos and advertisements promoting Seoul. The shuttle buses with their highly visible logos extolling "Seoul: Your Complet2009-06-25e Convention City" proved especially popular with visitors, who nicknamed them "Seoul Buses."
Now in its seventh year, IMEX is a major convention and incentive tour exposition that is held in the first half of every year in Frankfurt, Germany. The event is attended by representatives of national tourism bureaus as well as major hotel groups, airlines, trade associations, and travel agencies. Over 3,500 visitors from 150 countries around the world attend the event each year. Leading global convention and exhibition centers, including Paris, London, Brussels, and Barcelona, as well as relative upstarts such as Istanbul and Berlin, had elaborate booths promoting the virtues of their cities, attracting visitors with chocolate, wine and other delicacies.
Oman and Dubai featured booths resembling traditional dwellings, while Abu Dhabi weighed in with a huge mural photograph as part of their exhibit. Asian countries such as Malaysia, Singapore and India, Seoul's major competitors, also showcased large-scale booths and traditional cultural performances to woo visitors.
The intense competition in the MICE industry represents one of the fiercest battlegrounds of today's global market, as cities around the world devote huge amounts of capital and effort toward creating strong infrastructures and promoting themselves to global convention and exhibition organizers. The city of Seoul will need to ensure focused investment and aggressive marketing in order to win a place in this ruthlessly competitive, but potentially hugely lucrative, MICE market. |
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