"Best marketing strategy in a changing exhibition industry" was the theme of this year's UFI Marketing award competition and the jury selected TCEB (Thailand) as the winner for their "Winnovation" project.
Holger Feist, chair of UFI Marketing Working Group said, "Change seemed to be the only constant for many in our industry over the last year. So it was only consequent to honour the 'Best marketing strategy in a changing exhibition industry' with the UFI 2022 Marketing Award." The questions at hand were: How were new demands imposed by the pandemic met? Which challenges had to be overcome? How original was the solution and how could others benefit from it?
„It is the shift in mindset that matters.“
"The winner has taken a broad perspective, looking at a country's entire MICE industry. It has applied a novel approach, designing a multi-faceted programme to foster innovation and technology adoption in the MICE sector – including matchmaking with start-ups, innovation vouchers and expert workshops", Feist continues, and adds: "And while delivering a state-of-the-art data-driven campaign, the winner has shown that in the end, it is not all about technology: It is the shift in mindset that matters. Congratulations from the entire jury to the 'MICE Winnovation – Defeating the pandemic. Winning with innovation' project. Congratulations to TCEB, the Thailand Convention and Exhibition Bureau."
The winning team is invited to present their project at the UFI Global Congress this November.blog.ufi.org/2022/06/30/2022-winner-of-the-ufi-marketing-award-tceb