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TAITRA Recognized with 2014 UFI Best Marketing Award

October 13, 2014 MICE No Comments Email Email

The Global Association of the Exhibition Industry (UFI) recently announced the official results of their UFI Marketing Awards—the global exhibition industry’s equivalent to the Oscars.


Good tidings spread for Taiwan’s MICE industry as TAITRA’s exhibition team, through its intricate technology-combined marketing services and led by TAITRA’s Executive Vice President Mr. Walter Yeh, beat numerous global competitors to win the 2014 UFI Best Marketing Award.

Founded in 1957 and headquartered in Paris, France, UFI is the world’s largest and most widely renowned exhibition organization. It currently has 647 MICE industry members dispersed among 228 cities and 83 countries. MICE industries from across the globe strive to obtain UFI certifications. Taiwan has already secured nine UFI certifications through the support of its Bureau of Foreign Trade. Among the UFI Awards, Marketing is considered by the international MICE industry as one of the most competitive categories. Due to the fact that a majority of the world’s leading MICE organizers compete for it, the UFI Awards have been called the Oscars of the global MICE industry. This year’s UFI Marketing Award theme was Mobile Marketing. More than a dozen international MICE companies, including the world’s largest exhibition company, Reed, entered the competition. The panel of judges consisted of MICE company CEOs from Germany, Italy, Sweden, and other countries across the globe. The final round was held in Verona, Italy, on September 5. After a series of presentations and a Q&A session, TAITRA’s exhibition team, led by TAITRA’s Executive Vice President Mr. Walter Yeh, stood apart from the rest with its provision of several refined high-tech services, such as exhibition venue navigation, mobile NFC data collection, free WiFi access in the exhibition hall, combining buyers’ visiting cards with a MetroCard, and integrating pre-registration with a Procurement Fair, among others. Services rendered by the TAITRA exhibition team were unanimously approved by the panel of international judges and TAITRA became the winner of this year’s UFI Best Marketing Award, making history for Taiwan’s MICE industry as it received the most prestigious of internationally recognized MICE awards.

Over recent years, the Taiwan government has actively assisted relevant organizations with participating in UFI-related events. The Ministry of Economic Affairs’ Taiwan’s MICE Industry Pilot Project, already being implemented by TAITRA for over a year now, is committed to strengthening Taiwan’s MICE industry and synchronizing to international standards, especially in the areas of high-tech marketing and providing refined services. A number of its distinctive solutions have already surpassed international standards, in turn securing its world leading position. This time, TAITRA’s Executive Vice President Mr. Walter Yeh led a team consisting of the TAITRA Exhibition Department and the Taiwan Trade Center in Milan along with other domestic and overseas members; together winning the UFI Award for Best Marketing. They not only significantly increased the international visibility of Taiwan’s MICE, but also serve to inspire and motivate the domestic MICE industry to continue on the path of elevating its international competitiveness.

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