A conference for an Austrian luxury brand showcases the high service standards, efficiency and flexibility event planners expect in a destination.

Organiser: Austrian Luxury brand
Event: CGB Conference 2012
Type: Conference
When: June 4-8, 2012
PAX: 300-320


A three-day Consumer Goods Business (CGB) Conference comprising 300 management and employees, investors and partners from Austria, Germany and Switzerland was initially planned for another country in 2012. After site inspections proved unsuitable, Singapore, with a reputation for delivering world-class events, was naturally next in line. The brand reached out to the Singapore Tourism Board as well as destination and event management company EAST WEST PLANNERS, which assisted on venue inspections and itinerary planning respectively.

The conference venues the brand had in mind included flexible spaces measuring 2-3,000 square metres with high ceilings, suitable to incorporate their corporate branding collaterals and elaborate event design set-ups. After a series of inspections in the award-winning MICE destination, it was decided that Singapore was the ideal choice for their event.


A great sense of arrival at Singapore Changi Airport provided the delegates a glimpse of the glitz that was to come in the next three days. Alongside welcome banners and dedicated counters, ushers stationed across all three terminals in the airport were decked out in chic cheongsam tops donning jewellery (by the luxury brand) for the women and smart suits for the men to welcome the delegates flying in from various locations and at different timings.

As delegates made their way to Mandarin Oriental Singapore, where they would stay for the duration of the conference, they were treated to music used in the brand’s product advertisements in the airport transfer vehicles, which set the mood and prepared them for the conference ahead.Mandarin Oriental further personalised the experience by welcoming the group in an exclusive lounge for delegates to converge and relax in. The lounge also included a dedicated fuss-free check-in counter. 90 per cent of its rooms were blocked for the conference.

The conference comprised intensive sessions at Marina Bay Sands, themed exclusive dinners at the poolside of Marina Oriental, Capella Singapore and One on the Bund, as well as a team-building activity around Singapore. A gala dinner was held on the fifth level of Sands Expo and Convention Center, following pre-dinner cocktails at the 55th floor Sands SkyPark.

With corporate branding as a key emphasis, the brand’s signature pink lighting and décor exuding elegance and luxury were incorporated into all the venues, while pre-approved banners and LCD screens were also used on-site for a full brand transformation.
In partnership with the venues and suppliers, EAST WEST PLANNERS went the extra mile by providing a luxurious and personalised touch at every step of the way. For one of the off-site dinners, chartered bumboat rides were arranged to seamlessly transport delegates to and from Mandarin Oriental and One on the Bund, where delegates were treated to breath-taking views of the opulent Singapore skyline in the evening. All menus were also pre-selected to ensure delegates indulged in the genuine flavours of Asia.

One day before the scheduled after-party at Avalon, the brand requested to move a 7-by-7 ft (660-880 pounds) metal photo booth from Marina Bay Sands and have it hoisted to the main entrance of Avalon. To ensure it remained intact, EAST WEST PLANNERS appointed a logistics contractor for assistance, who successfully forklifted the booth to the ideal position within a few hours.

This case study was provided by EAST WEST PLANNERS. Visit www.eastwestplanners.com for more ideas.


“Thank you for your extraordinary support for the treasure hunt (Unlock Singapore). The delegates really enjoyed it. All I received are good feedbacks from the delegates that they have enjoyed it. Thank you very much!”

Sophie Pellet, Project owner, CGB Conference 2012

“Everything went well! The weather was perfect and the delegates were happy. All the hard work within that nine months are all worth it! Thanks to you.”

Karima Tabib, Project head for Treasure Hunt (Unlock Singapore), CGB Conference 2012