Organised by the Singapore Tourism Board, the Tourism Industry Conference brings together stakeholders across the sector to exchange ideas and chart new directions. In 2019, PLUS was engaged to design a holistic event identity and spatial experience that would not only frame the year’s theme—’Shaping Our Tourism Journey Together’—but also energise conversations about the future of travel and hospitality in Singapore.
We delivered an end-to-end experience that supported delegates from registration through to post-event engagement. Our scope covered visual identity, pre-event registration and communications, wayfinding and spatial layout, audiovisual and lighting setup, event management, and post-event video production.
Pre-arrival: Registration & Invitation
Registration was conducted via an email invitation and through a microsite, allowing the team to have live updated numbers for planning purposes.
On-arrival: Registration
The on-arrival registration system utilises ipads to quickly scan QR codes sent to the delegate emails for entry, minimizing bottlenecks.
Conference: Immersive AVL experience
A long fully digital backdrop gave the flexibility of content display and creates an immersive and changeable background for the event to suit different segments of the programme.
Showcase: Content Display & Networking
As part of the event, an area was designed to showcase relevant content and facilitate networking.
Visitor Experience: Spatial & Visual Design
To facilitate wayfinding and programmatic needs, key visuals was applied strategically across various points to connect delegates seamlessly across the event venue.
Visitor communication
Mobile/ online channels were applied during the event to ensure delegates had a constant way of communication, participation and networking.
Documentation: Photography & Videography
Event photography, event recording, and videography was executed so that STB has the flexibility of creating a post-event experience.
The 2019 conference was kickstarted with a welcome address by Senior Minister of State for Trade and Industry and Education.
The conference line-up included a panel discussion by industry experts and key figures.
In the afternoon, delegates picked one of the concurrent tracks and attended focused breakout sessions in smaller rooms.
During the momentous conference, STB signed a Memorandum of Cooperation (MOC) with Traveloka, Southeast Asia’s largest technology company in the travel and lifestyle industry.
STB’s own travelling activation was featured in the networking hall. It revolved around a unique way of showcasing our city - an interactive table that brings you to a first-person view of different sights in Singapore.
The event also showcased efforts from key industry platers such as Sentosa, who brought new innovations implemented in the island.
The event identity used simple prism motifs to guide movement and draw focus. These forms were arranged in gradients that moved from deep red to white, visually lifting the gaze and echoing the conference’s forward-looking theme. Applied across the venue, this upward motion created cohesion between wayfinding, content, and experience.
