Festivalisation ignites the passion and interest of audiences
Lawrence Chia
Chairman, Pico Group

More and more events are becoming ‘festivalised’ to enhance their scale and deepen experiences in the sports, e-sports and entertainment spheres – and even at international conferences. Our extensive experience in partnering with clients at large-scale festivalised events tells us that incorporating a lot of interactive elements at an event acts as an incentives to attract newcomers and encourage loyal fans to return. Ultimately, this helps the event’s messages reach a wider audience. 

At industry conferences and trade shows where the visitor experience remains relatively conventional, our Chairman suggests that event planners should also incorporate the preferences and ideas of the participants and speakers into the event in order to maximise their enjoyment and engagement.

*The above is a summary of the original Chinese article.

The full insights article was first published in Headline Finance on 28 March 2019 (in Chinese only).

Headline Finance has granted Pico permission to publish the article on all online and offline communications channels operated by Pico, as well as the channels of all our subsidiaries and affiliates.

Source: Headline Finance (E-newspaper versionWebpage version), 28 March 2019