While the ill effects the pandemic wrought is mostly behind the events industry, and MICE planners forge ahead with new learnings and an agility born out of adversity to cater to the evolved demands, there are still a multitude of challenges that lie ahead. From the lack of flights and accommodations for delegates to APAC’s slower recovery, three event planners share their difficulties.
Gregory Crandall, senior vice president, global activation team, Pico
What is surprising is how the meaning of ‘hybrid’ has evolved, becoming an integral component of brands’ approach to events.
Has the Covid situation met my expectations? Yes and no, depending on the market. There are countries in APAC that have plans to go forward and that are taking steps to achieve a balance between community health and repairing local and international business. At the same time, other APAC countries are still searching for a path ahead, resulting in constantly changing goalposts and a weaker environment for events.
Beyond these localised obstacles, it’s beyond doubt that human interaction and live events will remain a priority for audiences and brands alike. It shouldn’t be a surprise to anyone that there’s been a shift toward a physical-digital hybrid approach. What is surprising is how the meaning of ‘hybrid’ has evolved, becoming an integral component of brands’ approach to events. It’s also notable how brands are expanding their hybrid toolkits to increase audience engagement.
The experience of the past two and a half years has brought new skills and considerations to the table. We now integrate online and digital audiences in our solutions and bring a higher level of health and safety to events, and we have learned to adapt more quickly and effectively. I’m extremely confident that demand for live events will continue to grow – but I also see an ever-deeper involvement and growth by engaging remote digital participants at these events.
Gregory Crandall
Senior Vice President, Global Activation Team
