Singapore MICE Forum kicks off this week

  • Published by Ozgur Tore

singapore mice2015

The 5th Singapore MICE Forum kicks off this week, with a master class on how business events can tell brand stories, by communications specialist Felicity Zadro, Founder and Managing Director of Sydney based communications agency Zadro on Tuesday 30 June at the Sands Expo & Convention Centre, Singapore.

The call for immersive marketing has reached fever pitch in launches, activations and public events, but how can this desire for interactivity and true brand storytelling work in the world of meetings, incentives, conventions and exhibitions?

This is the question that Felicity Zadro will shed some light on, during the one day master class with participants, who all hail from Singapore’s meetings and events industry.

“Brand storytelling is extremely powerful as it aims to engage all the senses in communicating the brand essence, values and personality of the company. Using events to tell the stories of the brand is a crucial channel in bringing a brand to life.

“Business events can learn from the world of activations and product launches to start inspiring a re-think of what a business event can provide its audiences.

“This master class is about applying the principles of storytelling, to a more business to business environment, where brand storytelling becomes storyselling.

“I'll be providing a framework for the participants to think about how they can support their events, and those of their clients, to create more impact and engage with their audiences to foster a lasting connection,” said Ms Zadro.

In addition to the master class, Felicity Zadro will also join Mr El Kwang, Managing Director of Biz Events Asia, Ms Joanna Ong-Ash, Head of Corporate & Marketing Communications at AIA Singapore Pte Ltd and Mrs Sue Henderson, Marketing Director, APJ at RSA The Security Division of EMC on a panel discussion about integrated strategic communications on Thursday 2 July 2015.

Singapore MICE Forum 2015 is the preeminent conference and networking platform for event professionals to meet, learn and discover the latest thinking in business events. This annual event is organised by the Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS).

For more information, please visit

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