In an exciting press conference held at Kaohsiung Exhibition Center on September 16, the Economic Development Bureau of Kaohsiung City Government announced its new MICE brand, “Kaohsiung, we connect.” Mr. Ho-Chung Fu (Director-General of the Economic Development Bureau), Mr. Michael Tu (President of Interplan Group), Mr. Wayne Liu (tourism marketing expert), and Mr. Ben Ho (brand strategy expert) joined the LIVE TALK round table to share cross-sector perspectives on the keys to successful city branding.
MICE has become a key tool for cities to market itself and stimulate economic growth. Since 2013 when the Bureau first established the MICE Office, the city has made significant headway integrating local MICE-related resources and subsequently winning the bid to host ICCA Congress 2020.
Director-General Ho-Chung Fu kicked off LIVE TALK by emphasizing that ICCA Congress 2020 will be a great opportunity for Kaohsiung to market itself as professionals from around the world gather for this annual event. Throughout the ICCA campaign, ‘Kaohsiung, we connect’ will be the key platform connecting local industries and resources to market Kaohsiung as a top MICE destination. Brand strategist Mr. Ben Ho concurred stating that Kaohsiung should market itself from the perspective of a foreign visitor. Communicating Kaohsiung’s differences through stories will be key in allowing the city to stand out on a global stage. Mr. Wayne Liu, former Deputy Director of the Tourism Bureau, emphasized the importance of first impressions. The minute a visitor arrives at the airport, efforts should be made to communicate Kaohsiung’s unique ‘lifestyle’ and how one can experience this ‘lifestyle’ during their visit. Lastly, Michael Tu, President of Interplan Group promoted the idea of a ‘Big MICE Platform’ whereby the Kaohsiung MICE Office is effectively used as a tool for public and private sectors to join forces and improve Kaohsiung’s position as an international destination.
In 2020, Kaohsiung City Government will host the 3rd Global Harbor Cities Forum and ICCA Congress 2020. With the aid of the new brand along with its marketing strategies, the city will take advantage of the positive impact of the upcoming events to become the first choice for MICE.