Warsaw International Expocentre XXI. Asian MICE Forum 2014 Case Sharing 2013 ICCA Best Marketing Award

Transcription

1 Warsaw International Expocentre XXI Asian MICE Forum 2014 Case Sharing 2013 ICCA Best Marketing Award

2 Warsaw International Expocentre XXI ICCA BMA LESSON LEARNT GDANSK then and now WARSAW EXPO XXI

3 Unique Business Project with Very Limited Resources A lesson how to implement corporate social responsibility into PR activity gdansk baubles

4 Gdansk Introduction meetings participants a year Brand new convention centre UEFA EURO 2012 Host City No 3 conference destination in Poland Gdansk Convention Bureau

5 Gdansk Challenge EUR IMEX, May % decrease in number of meetings the quality - let s not even go there serious breakdown in marketing and PR It had to stop 2

6 Tick..Tock.. the clock is ticking! Here's the situation: EIBTM 2012 is approaching potential clients ARE coming to Barcelona no specific plan to attract them almost no budget left We defined clearly our goals: attract 8-10% guests more The quality must change attract international media

7 What do you do when you have basically no money left for marketing? Step outside the box!

8 Thinking out of a box and that is how Gdansk Christmas Baubles project was born

9 Gdansk Christmas Baubles christmas chillout zone Make your own Christmas Bauble Project is developed to complex CSR Baubles + coffee + gifts for Children of Barcelona

10 Full Concept Gdansk Christmas Baubles project consisted of 4 levels: A Donation 250 EUR B Gifts from Trade visitors C Personal touch Christmas Bauble D End of the show Exhibitors gifts

11 Partners engagement 1st step Engaging other convention bureaux from Poland and Polish exhibitors 2nd step Strategic partner of the CSR - EIBTM - Reed TRAVEL Exhibtion. Donation is doubled! 3rd step Associations / ICCA

12 Whom and how? Gdansk + EIBTM Barcelona Turisme Convention Bureau Voluntaris.cat Federacio Catalana de Voluntariat Social FUNDACIO ALDEES INFANTILS SOS CATALUNYA Aldea Infantil de Sant Feliu de Codines This centre helps unloved children in their growth and development. How would we do it? GDANSK CVB 250 EUR contribution school supplies EIBTM 250 EUR contribution games for logic and memory learning

13 A picture is worth a thousand words

14 From Client perspective Linda Pereira Owner, CPL MEETINGS & EVENTS "I am amazed with Gdansk project and the fact how it attract buyers to their stand. Everyone's enjoying the idea. I can see few key industry players. Well done. Valentini Amarantidou, Director of Development at Artion Conferences & Events "I like the way Gdansk brought industry attention to the importance of CSR. I'm sure relationships they build now will bear fruit in the future.

15 Key to success The idea was brilliant in its simplicity Often we underestimate people's need to help others The biggest surprise? International societies / associations congratulating Gdansk the project

16 Evaluation - Cost PROJECT COST: 250 EUR donation (+250EUR EIBTM contribution) 300 EUR for Christmas decorations, baubles, etc. Total 550 EUR Gdansk s Contribution

17 Evaluation - ROI 12% increase in the total number of meetings quality of meetings changed 40% more associations 50% more corporates five times more interviews Gdansk reached a final client directly (decrease in agencies meetings)

18 Evaluation - ROI information potentially reached over people over 4000 buyers, from 66 countries over 4000 visitors exhibitors from 66 countries Gdansk featured in key media titles Editorial value 8040 EUR

19 Evaluation - ROI Meetings industry has a heart as well as a head No more extravagant and elitist image Social Legacy Everyone encouraged to rethink their business philosophy Solve problems of your own local community For Gdansk itself positive destination image great press coverage numerous additional meetings Not impressed with these numbers? Wait for the next slide

20 ROI - We achieved this together

21 From Partner perspective Let s ask EIBTM our strategic Partner why did they support us The Of course campaign we were was creative too happy and to inspiring support the implemented team in the by EIBTM passionate Christmas and Bauble highly Gdansk we Convention wish you every Bureau success called and us look few weeks forward before to catching the 2012our up during event second asking if professional campaign particularly team. They as did it ally extra so mile well or with kilometer our own to sustainability do something objectives really different. but edition we could of Gdansk support Christmas their project. Baubles When initiative we got in into just details a couple of what of weeks they time! wanted to In then fact it their was communication really interesting campaign way to incorporate was so strong social we responsibility selected them into their win the PR do we found it genuinely interesting and innovative. EIBTM activity We PR were Effectiveness especially thrilled Awardthat due to they the supported extensive a ways local which Spanish used orphanage many PR GOOD LUCK! opportunities donating the available gifts collected to gain during maximum the show. exposure from the initiative.

22 Tips for ICCA Members Be brave with your projects! Communication is the key Accept and face challenges that industry brings you Word of mouth promotion Social media You don't need big budgets to be visible As industry professionals we also have a mission: To bring industry attention to the necessity of running CSR projects Social Legacy - as part of our day-to-day work Influence local societies Cooperate with other ICCA Members Exchange ideas, share

23 What did we learn as destination? Importance of investing in relationships CSR projects should be part of our Business Model Gdansk will continue Christmas Baubles project DURING OTHER TRADE SHOWS (WINTERTIME) Successful communities and relations translate to successful businesses

24 Gdansk honoured with EIBTM Award Best use of PR

25 Strong competitors Finalists 2013: Gdansk Convention Bureau Melbourne Convention Bureau Palais des Congres de Montreal VisitDenmark

26 Winner is announced

27 Project + BMA Qualification + Award - impact on the destination Publicity over EUR (before & after) Bedouk advertisement + ICCA Membership directory almost EUR Speakers at international conferences

28 Why was the entry successful? Simple idea Fantastic ROI Small CVB Great Partners of the Project Enthusiastic team Good content Very clear and honest entry Shows figures

29 Why was the entry successful? Gdansk entry was rewritten 3 times before they decided to submit Presentation / language barier Make audience feel like they were part of it Make them understand Build emotions around the project Last but not least - smile

30 Thank you Gdansk

31 Warsaw International Expocentre XXI Warsaw Welcome

32 Warsaw International Expocentre EXPO XXI The leading venue of the capital

33 Warsaw International Expocentre EXPO XXI The Power of Space

34 Warsaw International Expocentre EXPO XXI The Strategic Location

35 Warsaw International Expocentre EXPO XXI The Modern Technical Solutions

36 Warsaw International Expocentre EXPO XXI Thinking about our clients

37 Warsaw International Expocentre EXPO XXI We can host any event you want

38 Warsaw International Expocentre EXPO XXI International Congresses

39 Warsaw International Expocentre EXPO XXI Fashion shows

40 Warsaw International Expocentre EXPO XXI Product launches

41 Warsaw International Expocentre EXPO XXI and more

42 Warsaw International Expocentre EXPO XXI Our Professional Team awaits you

43 Why EXPO XXI? Summary One of the most technologically advanced venues in Central and Eastern Europe located in the capital of Poland Hosts 95% of all international shows in Poland, including: ISSA Interclean (RAI Amsterdam) Packaging Poland (Easy Fair) 4 shows run by ITE Exhibitions: Warsaw Build, Trans Poland, WIHE (healthcare) and World Food Shale Gas Congress FTTH Congress (optic fibres) Renexpo Poland (renewable energy) Congress HPCI (chemical industry) Over sq m space available including: sq m of purpose built indoor Exhibition & Event space without pillars; sq m of conference rooms plus sq m of outdoor space sq m of conference rooms Parking for 1300 cars Suitable for disabled persons Additional on-site services stand design, construction, advertising, printing, freight forwarding, customs clearance etc. Easily accessible location close to an international airport, train station and ring road 4 kilometers from the city center

44 Contact us

45 Warsaw International Expocentre XXI THANK YOU! Anna Górska Business Development Director ICCA Central European Chapter Chairperson MPI Poland Vice President of Membership CONVENE Ambassador