The Singapore Tourism Board (STB) and Maritz Global Events signed a partnership agreement during a STB-sponsored breakfast at IMEX America today.
The partnership will entail Maritz Global Events using its proprietary Experience Design Labs technology and other methods such as in-depth interviews to develop "personas" based on meeting planners' areas of interest, to gain insights into what motivates them. Based on the insights, STB and Maritz will then leverage the use of virtual reality to create a product that appeals to meeting planners.
During a panel discussion moderated by Lori Cioffi, senior vice president and chief content director of Northstar Meetings Group (Successful Meetings
' parent company), David Peckinpaugh, president of Maritz Global Events said that experience design is what is defining meetings today.
"In the past, Maritz was all about logistics, today that's a given," said Peckinpaugh. "Now we are about experience design and creating a customized meeting environment."
Speaking on the same panel, Melissa Ow, deputy chief executive of STB, said: "We are excited to partner with Maritz Global Events to open up the possibilities of how business events can be transformational and stir the imagination of meeting planners who seek to create more experiential events for their clients."