STB and Maritz Global Events partner to target US MICE market

The Singapore Tourism Board (STB) and Maritz Global Events are partnering with the aim of inspiring meeting planners to plan business events in Singapore.

This collaboration comes on the heels of the recently-launched unified brand, Singapore ‚Äď Passion Made Possible by STB and the Economic Development Board. It is the first time Maritz Global Events has collaborated with a national tourism organisation on such an initiative.

The new partnership follows the Passion Made Possible brand

The STB-Maritz Global Events partnership will entail Maritz Global Events using its proprietary Experience Design Labs technology and other methods such as in-depth interviews to develop ‚Äėpersonas‚Äô based on the passion points of meeting planners, to glean insights into what motivates them. Based on the insights, STB and Maritz Global Events will then leverage the use of virtual reality to create a product that appeals to meeting planners.

David Peckinpaugh, president, Maritz Global Events, said: “There is a strong alignment between STB’s new Passion Made Possible brand and the importance Maritz Global Events places on delivering exceptional experiences. Both embrace experiences and transformation as being cornerstones of a meaningful journey, and we’re glad this partnership engages US MICE players in such a creative way. We’re excited to pioneer
this initiative approach with Singapore and deepen our partnership further.‚ÄĚ

To complement the US MICE Passion Made Possible announcement, STB has also collaborated with Northstar Meetings Group on a campaign titled Their Passion Made Your Event Possible, which celebrates the passions of unsung heroes of Singapore’s business events industry in the U.S. and Singapore.

The campaign invites members of the US meetings industry to nominate and recognise the efforts of their unsung heroes. Thereafter, the US and Singapore unsung heroes will have an opportunity to meet with each other in their respective countries.

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