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Mice Net : December 2008
case study jurong birdpark sinGaporE NAME: Dinner with Penguins – A Black & White Affair TYPE: Monthly meeting with Multinational and Corporate CEOs, with international business guru and author Michael Jenkins from Australia. A highly exclusive closed-door business networking event. VENuE: Jurong BirdPark Singapore CLIENT: Business Times & Jurong BirdPark (joint collaboration) PAX: 100 pax BuDGET: T WHAT YOU DID: Jurong BirdPark provided a unique twist to an ordinary dinner meeting for top-notch CEOs and their spouses. The collaboration with Business Times aimed to highlight the unique dining experience where penguins dine as you dine in style. The park provided the unique and unusual concept, and as guests arrived cocktails were served at the award-winning African Wetlands. The Penguin Expedition was set with black and white table settings and decorations. The international menu was also a great success. A rostrum, ideal for speeches and screen was set up for the presentation by international speaker Michael Jenkins. As the speeches and formalities took place, the BirdPark ensured all program requirements, which included the basic stage set-up, and goody gifts were in order. As dinner took its course, a penguin commentary was also arranged. This gave the guests a truly unique peak into the exciting eating pleasures of the penguin. Perhaps the most climactic portion of the evening came when Pinky, the park’s superstar Humboldt penguin, posed for photography table to table with the CEOs. Pinky, a sub-tropical Humboldt penguin is a true-blue unique star, always eager to meet new pals and exceptionally people-friendly. Gifts were given with interesting and colourful bags, mementos and a memorable book for CEOs to read and enjoy. CHALLENGES: Jurong BirdPark felt that the greatest challenge was how to endear the birds to the guests. Most guests are familiar with animals but birds in closer contact, while liked by most, tend to spark some inherent predisposition from guests. Some include safety and even health measures. As the keepers are always there and the birds selected for the evening are usually the people-friendly feathered stars, the whole evening was exceptionally safe. As for health reasons, bird flu is not known to exist in Singapore. This should always be made clear to all the guests in order to provide them maximum reassurance. OVERCOMING CHALLENGES: In order to further create excitement, the presence of Michael Jenkins, a US$5000 an evening speaker in business management provided additional lure to the otherwise busy CEOs. Further educating them of the park’s exciting dining events came in the form of post-coverage via the Business Time newspaper, so this will hopefully spin further business targeted to those who are looking for a more exclusive and unique venue. 106 mice.net D - E C E M 2 B 7 E . R N 2 0 Y 0 D 8 – S M I C E A . C N E S E T U O 6 5 9