Sunway Lagoon looks to medium-haul markets to beef up business

One of the possible locations in Sunway Lagoon where a themed dinner can be held

Sunway Lagoon is looking towards India and China as new possible targets for business events groups, to complement their existing corporate markets from Malaysia and Singapore.

Michelle Gregory, director of marketing at Sunway Lagoon, explained: “Both India and China have huge potential as they are both medium-haul markets with direct flights to both main and secondary cities. According to their budgets, corporate companies also have a choice of full-service and low-cost carriers that travel directly to Kuala Lumpur.”

One of the possible locations in Sunway Lagoon where a themed dinner can be held

Tapping into these two new markets will also help the company increase its marketshare of business events, which currently stands at 25 per cent of the business mix.

In order to do so, Sunway Lagoon will be participating in key trade shows to increase market awareness about its product offerings and what it can do to create “wow” and memorable events. A greater emphasis has also been placed on being featured in leading travel trade publications in Asia specialising in business events, as well as being included in the brochures of both Chinese and Indian outbound agents.

This year, Sunway Lagoon also plans to increase the number of sales visits to outbound agents from China, and business events planners in first- and second-tier cities including Beijing, Shanghai, Guangzhou, Guilin, Chongqing and Shenzhen.

An online marketing strategy is also being developed, to complement existing marketing activities. This includes developing an online MCE database, producing digital sales and marketing tools, and conducting digital-based marketing and public relations activities.

Sunway Lagoon has also developed a number of in-park shows and performances that are suitable for themed dinners.

Gregory shared: “The themed dinners are part of our efforts to upscale themed dinners and make them more elaborate and luxurious.”

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