MICE: the festive atmosphere approach

Creating a festive atmosphere was the theme of a presentation yesterday at the MICE & Corporate Hub by Nina Gomez, Head of Operations – Singapore, CWT Meetings & Events. Gomez explains that the much-hyped marketing term is fast becoming popular in the MICE market, with organisers increasingly dispensing with conventional and fixed concepts and instead focusing on a relaxed atmosphere and informal dialogue.

Gomez is renowned for her “push” on creating more fun vibes at events, but cautions that it is important to have strong content to anchor one’s event to its core business message, “regardless of whether you have a food truck outdoors serving a DIY lunch or an art installation featuring a local artist at one of your breakout sessions”.