TTGassociations Publications January 2019 | Page 7

By Pamela Chow
to strengthening partnerships with key
Associations gunning for regional or
associations in Singapore and turned up
global growth have been urged to adopt a conversations with regulatory boards and
tighter and more focused growth strategy, healthcare professionals in this region.
especially in a fragmented region like Asia
Likewise, the Building Industry Con-
and the Middle East.
sulting Service International (BICSI) has
Experts at ASAE’s Association Leader-
concentrated on growing certain markets,
ship Forum in Singapore advised identify- the latest being Dubai, and is approach-
ing target markets and taking on
ing each market with a unique
a localised strategy for each.
model, shared Paul Weintraub,
Dom LaVigne, former direc-
vice president of global devel-
tor of government & public
opment and support, BICSI.
affairs-Asia Pacific/Middle East,
He advised fellow associa-
Methanol Institute, noted that
tions to know “what the target
“one size does not fit all” in the
market is demanding from you”
regions, which have “disparate”
and to tailor their products and
political, media and business
services accordingly.
Weintraub: tailored
practices; as well as political
A focused approach is also
for each market
sensitivities and territories.
crucial in establishing partner-
For example, in China, the municipal
ships. Nikki Walker, vice president, glob-
officials often hold more decision-making al association management & consulting,
power than the national government.
MCI Group, advised against long-term
The European Society for Radiotherapy partnerships. She recommended that
& Oncology has binned its “one size fits
related associations come together to co-
all principle” and “standalone model” in
organise events and symposiums, and be
its pursuit of global expansion, shared
open to working with third-parties that
Sven Bossu, its director of innovation.
can help fill the gaps that associations
Instead, the association has turned
cannot due to limited resources.
{ Bureau brief }
Indonesia gets bid fund
Indonesia’s Ministry of Tourism has set aside
a US$1 million bid fund for 2019, as part of
the government’s efforts to boost the coun-
try’s business events sector. The money will
be used mainly for the bidding of international
events. Aside from the creation of the fund,
the govern
Localised expansion crucial for
association growth: experts
Visitors to act as guardians of New Zealand
Tourism New Zealand and its tourism industry
stakeholders has launched a major initiative
inviting visitors to care for its unique land
and environment. The Tiaki Promise ac-
tively encourages all visitors to experience
New Zealand in a way that keeps them safe,
protects the natural environment, respects all
cultures and preserves the country for future
generations. Visitors will learn about the Tiaki
Promise before arriving and while travelling
around the country.
Sri Lanka destination campaign is finally on
After three to four years in the making, and
despite a constitutional crisis in late-October
last year threatening to disrupt destination
marketing, Sri Lanka’s new tourism campaign,
So Sri Lanka, is finally off the ground. The
multi-year campaign will kick-off in 1Q2019,
starting off as a digital campaign targeted at
key source markets like China, India, the UK,
Germany and France. It will then taper off into
wider in-market activities to be conducted
over three years.