To become a top brand in Asia, home to billions of people, is no small feat. So when Asia Brand Ceremony started handing out recognition to companies whose products created an emotional impact and instant recall, the event became a red-letter date in the region’s corporate social calendar.
Hosted by China’s State-owned Assets Supervision and Administration Commission of the State Council (SASAC) based in Beijing, the Asia Brand Ceremony comprises of an industry-wide forum, culminating in a glitzy gala dinner award ceremony. Started in 2006, the event celebrates renowned brands and the people behind their creative concepts. Companies are nominated and evaluated based on market performance, potential for growth, quality of products or services and financial performance, through a strict procedure that ensures winning companies are star performers in their respective industry and geographies.
During the most recent Asia Brand Ceremony held in September 2008, 230 guests – representatives of major brands based across the region – converged in Hong Kong for their yearly gathering that not only fetes the best of their corporate peers, but also offers a unique platform for feeling the pulse of the marketing industry.
The Hong Kong Disneyland Resort (HKDR) seemed an unlikely place for the prestigious event. But the people behind Asia Brand Ceremony wanted to work with meetings and events professionals who could provide large-scale and tailored programmes. Obviously, HKDR fitted the bill perfectly as this was the second consecutive year the high-profile gathering was held in the resort.
HKDR put to work its “It’s Time to Team” concept to bring all the elements of the event together. For the forum, the resort’s events team re-arranged the programme schedule to maximise the client’s meeting time as well as facilitate the different setup changes within the limited timeframe.
No stone was left unturned to make the forum run smoothly. Although the majority of the delegates were Chinese speakers, simultaneous interpretation in English, Korean and Japanese were provided for non-Chinese guests.
“As the official representative of regional name brands, we put a premium on creativity, innovation and imagination side by side with quality and professional services. Our delegates at the Asia Brand Ceremony share the same sentiment, and Hong Kong Disneyland as our working partner understands this all-important objective,” says brand connoisseur and event chairman Wang Jianggong, adding that they wanted a “creative event that merges their own ideas with the magic of Disney”.
True to form, the resort’s events team harnessed its deep roots in showbiz and entertainment for the gala dinner and awards ceremony that was the high note of the three-day and two-night 3rd Annual Asia Brand Ceremony event.
Dubbed “Hooray for Hollywood”, the gala dinner evoked the feel of an Oscars Awards Night replete with red carpet, ubiquitous “paparazzi”, spectacular audio and visual effects, a themed stage, posters and other stunning elements.
To personalise the theme for Asia Brand Ceremony gala dinner, the event’s logo and brand designs were cleverly incorporated into the backdrop and stage set-up.
The whole event and its glittering gala dinner proved to be a hit with its discriminating guests who are consummate masters in the art of persuasion and presentation.