Exceptional Event Experiences, by Swissotel The Stamford and Fairmont Singapore

PRODUCTS + SERVICES – Brand Elevation Strategy

THE BRIEF:

In the cluttered world of convention complexes, it’s challenging to stand out and express something “different” to key buyers. Boasting one of the largest and most upscale residential convention complexes in Singapore, Swissotel The Stamford, Fairmont Singapore, and Raffles Convention Centre was already creating ways to deliver elevated, branded experiences to international business event organisers, particularly those who had yet to travel to Singapore.

Wanting to express their creativity and create meaningful memories was important to the hotels when hosting global events. Knowing they are blessed with an incredible location, the complex needed to find a way to showcase this in a manner that excites high-level, hugely experienced planners, appealing to their status as thought-leaders.

THE STRATEGY:

Beginning with a deep understanding of what the target audience truly craved, BEAM knew a highly-relevant, fresh and original idea was fundamental. It needed to immediately activate a sense of possibility, with no room for doubt left in the audience’s imagination.

Combining all possibilities for event space usage, activation and the landscape for activities, BEAM unpacked cost-effective & impactful experiences, for both the complex and their customers to produce.

THE EXECUTION:

The outcome was a multi-page digital brochure, showcasing 36 experiences both within the complex and its surrounding location. Some of these experiences foster collaboration with local organisations and attractions, elevating the complex’s ‘destination first’ marketing strategy.

Making a point of showcasing Singapore’s local arts and culture, nature experiences and of course the pièce de resistance – the diverse cuisine and unique flavours –   each experience solution is tailored with respect for and attention to the organisation’s brand, the needs of organisers themselves and ultimately those of the event participants.