A newly-revamped complex based in Sydney decided to attract Singaporean event buyers by heading down personally to the garden state and giving them a taste of the Australian hospitality.
The Star, Sydney’s premium entertainment destination, engaged micenet ASIA to manage its first showcase event in Singapore on June 11, 2013. Since the AUD$870 million (US$788 million) redevelopment including the opening of the latest five-star hotel, The Darling, and the AUD$100$100 million Event Centre, The Star team had been eager to engage Asian buyers through such in-market activities with the support of their bureau, Business Events Sydney.
Lantern Bar at the Fullerton Bay Hotel, Singapore was selected as the venue for 60 guests comprising a mix of corporate event managers, destination and event management companies, and travel management companies. The objective and brief from The Star was to host a friendly and relaxing two-hour cocktail party, with good food and wine that would reflect the spirit of Australian hospitality.
On the day of the event, The Star sales team Amanda Lovett and Sandy Tsang flew down from Sydney to attend the event, along with Business Events Sydney director from the Asia office, Sinead Yeo.
These Sydney ambassadors kept formalities to a minimum, mingling with guests and answering any questions guests had about Sydney and The Star. The evening also provided the opportunity for guests to catch up with fellow industry colleagues or discuss business opportunities.
Towards the end of the event, The Star surprised the audience by giving away return business class tickets to Sydney for two, and accommodation at the hotel to a guest. Everyone else in attendance also received a complimentary two-night stay voucher at The Darling hotel. The Star general manager of sales and marketing, Jakki Temple said: “There is no better way to showcase The Star’s hospitality than to invite every one of these guests to stay at The Star when they next visit Sydney.”
Cisco Systems (USA) Pte Ltd. APJC region meetings manager, Paulyn Lim said that she had gained a better insight of The Star and had a “wonderful time getting to know the right people from The Star as well as Business Events Sydney”.
Guests felt it was generous of The Star to give out complimentary accommodation at The Darling to every attendee. “I’ve heard so many good reviews of The Star Sydney but have not personally experienced it, so I’ll definitely take this opportunity to make a trip to Sydney and find out more!” Safe2Travel Pte Ltd. MICE manager Frances Hui said.
When asked what she learnt about The Star, Pacific World regional director for Singapore and Malaysia, Selina Chavry said it is an exciting new events space because it combines business, leisure and entertainment for events and incentives.
“The 4000-capacity Event Centre gives it an edge over surrounding properties; it is an ideal venue for MICE events. We are confident there will be many opportunities for Pacific World to work with The Star in the future,” she said.
micenet ASIA vice-president, El Kwang contributed the success of the event to the Lantern Bar team: “Maybelene Chua of the venue events team has been wonderful to work with from the point of enquiry to its delivery. She thought of everything including a wet weather venue option within the hotel at the first site inspection.”
“This was the first event in Asia that we’ve helped The Star with and we’re thrilled with the results. It was a great opportunity to share the news about what’s happening in Sydney. This is just one way that we are continuing to proactively engage with the Asian market and strengthen our links with our networks,”
Ms Yeo said.