The Sandra Leach Company Representation, PR, Marketing

Taste of PATA Event

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BACKGROUND

PATA is a non-profit organisation which brings the UK & Ireland travel community together, by connecting front-line travel agents and tour operator decision maker with a wide range of suppliers in the Pacific Asia region. Throughout the year, PATA hosts a number of events, from quiz nights to industry briefings and large- scale agent educational events.

SLC Representation has held the position of Secretariat for PATA UK and Ireland since March 2016 and as such is responsible for the day to day administration and financial management of the Chapter, the organisation of all events from concept to delivery and management of the website, newsletter, database and social media for the Chapter.

PATA UK & Ireland has grown exponentially under SLC’S management, both membership and engagement from the travel industry. The Chapters events are now an integral part of the travel industries calendar and are supported by both suppliers, agents and tour operators.

Taste of PATA was first run by SLC Representation on the September 2015 in the Old Truman Brewery and has returned to this venue each year and is one of the largest annual events that PATA UK & Ireland run, hosting over 300 front-line travel agents to an unforgettable evening of all things to eat and drink from our region via the hospitality of over 30 suppliers.

 

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  • Showcasing the destinations/products in the Asia Pacific region
  • Educating agents, giving them the knowledge to sell the Asia Pacific destinations which should lead to growth in travel to the Asia Pacific region
  • Connecting suppliers with up to 300+ travel agents and tour operators in and around London.
  • A platform for raising awareness of the suppliers’ brands


STRATEGY

The Truman Brewery is a dry-hire venue – therefore planning for the event starts up to nine months in advance with liaison firstly with the venue and then with every individual supplier for the event from security and fire marshals to waste management companies, caterers, bar staff and furniture companies

SLC recruits’ suppliers from the region and manages their logistics for food and entertainment from Chinese Dragons, to Thai boxing demonstrations, singers and masseuse to cocktail making sessions and Fijian Cava ceremonies to name a few, to ensure that the final event is memorable for the agents and provides an ROI for the suppliers. The agents are encouraged to follow a map to make sure they go to all stalls and speak to the suppliers in order to get their “stamp of approval” to enter them into the prize draw, guaranteeing contact time with all attendees!


RESULTS

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  • Feedback shows 100% of suppliers would definitely or would consider coming back and exhibiting at Taste of PATA again. Along with this, 98.1% of agents would definitely or would consider coming back again.
  • Taste has been oversubscribed for the past two years, showing the popularity of the event.
  • In 2017, we took the concept to Ireland launching the first Taste of PATA, Dublin event, which was hugely popular and will be part of the annual calendar of events returning to Dublin in November 2018.