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9 ISSN 36 The Telling of 87 Business guests 100 Meetings of Seoul 771855 a Good Story want it all KME 2012 promises to build on Brand management is out, because The perfectly organised congress everything achieved in 2011 and follow 1855-8615 today it is simply unmanageable - from a hotelier's point of view the road map for the industry’s future 8 Ivan Tanić Roko Palmić Robert Cotter 61009 SOUTHEAST EUROPE MEETINGS INDUSTRY MAGAZINE, VOLUME VI, ISSUE 2, APRIL 2012 www.kongres-magazine.eu OFFICIAL MAGAZINE OF THE SLOVENIAN CONVENTION BUREAU www.slovenia.info DIVERSE EXPERIENCES at meetings & congresses at Sava Hotels & Resorts • Proud keeperers of Slovene greatest water treasures • The most beautiful destinations within Slovenia • Memorable experiences and unique surprises • Creative & stimulating environment combining tradition and modern trends • Recognisable & reliable quality • Professional and experienced team • Our partners are our friends • Experiences that will be forever engraved in your heart Sava Turizem d.d., Email: [email protected] • Tel.: +386 4 579 1607, +386 2 512 2281, www.sava-hotels-resorts.com oglas revija Kongres 04_04.indd 2 4.4.2012 16:57:51 3 Contents Our selection 5 A word from the editor Page 37 6 Column by Rok Klančnik In focus: 7 Column by Viljam Kvalić News: The Telling of 10 News from SouthEast Europe 14 Slovenia to host IMEX Challenge 2012 a Good Story 16 Conventa News, Diary Brand management is out, 18 Photo sessions because today it is Interview: simply unmanageabley 30 Barbara Vajda Ivan Tanic In focus - EPK: 28 Suzana Žilič Fišer and Mia Miše Page 74 32 Mitja Čander 33 Darja Slivnjak The Best of ... : In focus - Marketing: Special venues 34 intervju with Rolf Jensen 36 The Telling of a Good Story in South East Europe 38 Neuro-linguistic programming? In focus - Events: Page 87 40 Kamenko Kesar, Phenomena of TEDx Events Croatia Addendum: 41 Event 3.0 – How generation Y & Z are re-shaping the events industry 42 What is the real communication power of events? Business guests In focus - Publishing: 44 The Cost of Knowledge want it all 46 Preserving conference knowledge for the next generations The perfectly organised Surveys: congress - from a 50 Conventa 2012 Visitor Satisfaction Survey hotelier's point of view 52 Aslight downturn in overall attendees Roko Palmić Gastronomy: 54 Are congresses an opportunity to introduce and assert culinary trademarks? Page 90 56 The Three Tenors (Chefs) of Bled Croatia Addendum: 58 Kongres at the Keyhole Medical and pharmaceutical Kongres travelogue: 62 Lošinj and Cres congresses - the most 66 Bled demanding events Kongres personality: 72 Enfant Terrible, Nikica Žunić What makes the organisation Examples & advice: of medical congresses so specific? 72 Good practice examples Sanja Vukov-Colić 73 Gadgets The Best of ... Page 100 74 Special venues in south east europe Kongres telescope Croatia Addendum: 79 A word from the editor Meetings of Seoul 80 Creativity - key to the successful organisation of meetings and events KME 2012 promises to build on everything 83 A New Era for Adriatic Luxury Hotels achieved in 2011 and follow the road map 87 Business guests want it all 90 Medical and pharmaceutical congresses - the most demanding events for the industry’s future 92 Croatia – a significant partner of the European Society of Cardiology Robert Cotter 94 The most enjoyable way to do your job. Agency presents: 96 Atlas DMC, Looking for the perfect Partner? Kongres telescope 100 Meetings of Seoul 102 Maureen O’Crowley 104 IT&CM 2012: Skywards in Shanghai 106 The last word, Change is the Universe’s only Constant FIRST SOUTHEAST EUROPE MEETINGS INDUSTRY MAGAZINE The Kongres magazine is entered into the media register under sequence number 1423. Editor-in-Chief: Gorazd Čad; Assistant to the Editor-in-Chief: Jan Klavora; Editor of Croatia Magazine issued in: January; April; July; October; December Addendum: Daniela Kos; Editor of Kongres Telescope: Robert Cotter; Associate Editor of Kongres Publisher, Production and Marketing: Toleranca Marketing d.o.o., Štihova 4, SI-1000 Ljubljana, Telescope: Artemis Skordili; Editorial Board: Renata Balažic, Gorazd Čad, Anuša Gaši, Miha Kovačič, T: +386 (0)1 430 51 03 , F: +386 (0)1 430 51 04, E: [email protected] Viljam Kvalić, Srečo Peterlič, Tatjana Radovič, Maja Vidergar, Rok Klančnik; Editorial Board of Croatia Issue date: April 2012 Addendum: Daniela Kos, Aleksandra Uhernik Đurđek, Roko Palmić; Photographer of Croatia For the content reproduction it is required to get the written editorial consigment. Addendum: Ana Šesto; Design and AD: Andreja Martinc; DTP and prepress: Premedia, Andrej Juvan; Translation: Nina Polak, Robert Cotter; Printing: Kerschoffset; Circulation: 6000 copies; ISSN Number: 1855-8615 KONGRES magazine IS MEDIA partner OF: Go smart. Go creative. Go mice. conGress and marketinG aGency www.go-mice.eu 5 A word from the editor Gorazd Čad Striking a Chord Congress Music Lessons by Gorazd Čad e all know that music is the already set. A new IDEA or original idea sets The perception of non-musicians who see universal language; I can’t imagine the basic tone to a good event. The idea is music as perhaps some kind of unstructured W a world without music. In music important and so is creativity, which brings messing around is simplified and wrong. the same rules apply as for events the idea to realisation. An event fuelled by a – you need to know the chords to make a story touches the hearts of your guests much If you are in any kind harmony. My own musical experiences helped more quickly. This requires a heart-storm, of a band, rules and set me realise that you need years of practice and which is an upgrade of the brainstorm. a lot of craftsmanship to succeed at both. After relationships apply. Your you have mastered the basics, you can then Good ideas come from ego needs to be put on ice. make the same relaxed jazz improvisation at emotion, passion, love. your own event. Events cannot be forced. Every participant Such ideas create a dialogue with the audience must become a part of the sound or the For each event three and a spark that leads to a connection. event. The most thrilling moment is when elements are required: as a meeting planner you manage to create The idea is a tool to communicate with the your own sound and your own style at an idea, space and the participants. Almost every musician claims events. Calculation and manipulation is audience. When we bring that the energy they feel on stage is like a death; remember, on stage or when the first them together we get a drug. If the frequency of idea and the audience participants arrive at the venue the moment congress chord, just as are in tune, the event is going to be successful. of truth arrives. Your audience can feel and Firstly, you need the chemistry between the see everything. The contact you establish with a musical chord requires musicians or the team organising the event your audience is key. Many organisers hide three notes. and the spark will quickly spread to the behind masks, but they should be truthful to audience. themselves and the participants. There is an infinite number of combinations; the structure can be loose or very formal. By What the instrument is to a musician, the In the next issue we will tackle RHYTHM: changing the chord we can completely change venue and location are to the meeting planner. “Music is the only noise for which one is the nature of the event. From a melancholic The chosen location is the interpreter of the obliged to pay.” minor chord to a happier, loud major. emotions and ideas of the organiser, the point Alexandre Dumas (1802–1870). being that the chosen venue fits the idea and It always begins with the content. Often pleases the participants. The choice of location the basic idea or the concept of the event is says a lot about the organiser. 6 Column Icarus flies towards the sky There the sun will melt the wax holding their wings together. And then they will fall, and fall, and crash into the sea. Rok Klančnik Malév (Magyar Légiközlekedési Vállalat), 30%, which lead to cancellations of numerous seen strikes, and notably Indian Kingfisher the Hungarian national air carrier and pride conferences, congresses and incentives. And is also facing problems, not to mention of Hungarian tourism, has been consigned finally, Hungary has lost a part of its valuable numerous loss makers across the United to history. There is no more. Köszönöm, Jó ‘family gold’. Malév planes – previously States. éjszakát (thank you and good night). When Tupoljev, more recently Boeing 737, Dash 8 two airports - one in Israel and one in Ireland and Fokkers – have been flying since 1946. Apart from the low-cost airlines (EasyJet - refused to give permission to fly because of The wings of 22 Hungarian Icaruses have been announced increased profits, despite crisis as unpaid debt, Prime Minister Viktor Orban was broken. The Hungarian meetings industry is well as an increase in business passengers) left with nothing else to do but to lock the also facing difficulties. practically all of the civil aviation is in crisis. company’s doors and switch off the lights. It would be wrong to think that the company IATA (the International Peter Urbanyi, Hungarian Tourism was state owned. After the fall of the socialist Air Transport Association) representative for Benelux and a good friend system from 1990, the company has changed of mine, says that this decision did not come various owners, and in 2010 the government data shows that the as a surprise.