For the first time in its history, the Macao Trade and Investment Promotion Institute (IPIM) has unveiled an official MICE brand entitled MEET@Macao.
The new branding serves to reposition Macau as a destination that offers more than just gaming, as the government hopes to use non-gaming industries to diversify the local economy.
The brand refresh also promotes the city’s competitiveness when it comes to hosting business events both small and large as well as its compact size, attractions, strategic location, and free port status.
An IPIM spokesman shared: “In the past, we used a series of short-term key messages to communicate with the market. But now, we are in a stronger position to invest in brand activation, and a multi-layer communication strategy, as we review all of our communication channels, online and print.”
As such, Macau’s IPIM website will also undergo a revamp and it will have the new brand elements added to it.
The new branding will focus on all MICE segments in key source markets within Asia, a region seen to possess significant growth potential.
The spokesperson added: â€śNaturally, source markets within close proximity provide the most immediate potential, however we are investing more efforts into the mid- and longhaul markets as our connectivity with the world is enhanced.”
Sales and marketing efforts are also invested in Europe, and IPIM will have a presence at major tradeshows and events, conduct media promotions, as well as support event bids.