driving mice growth for ireland presentation - belfast march...pharmaceutical corporations 3/ 6 top...
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Driving MICE growthfor Ireland
Ciara Gallagher
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Who are we?
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SupportingConversion
Growing Conferences, Meetings & Incentive Travel to Ireland
BiddingDevelop Business
OpportunitiesIdentifyResearch
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Period of significant Growth
o Revenue up by 35%
o €715m in 2016
o 22,000 jobs
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Contributing factors to success
o Investment in RCBs, Trade, Infrastructure
o The CCD
o Location
o Access
o Professionalism & Quality
o Safety
o Exchange rates & Economic Recovery
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Strategy sets ambitious targets
2028 Target€1.2bn
2016 €715m
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Where will this Business come from?
3.89% CAGR from
North America
by volume
3.93% CAGR from
NA by revenue
2.98% CAGR from
Great Britain
by volume
3.35% CAGR fromGB by
revenue
4.99% CAGR from
Europe
by volume
5.04% CAGR fromEU by
revenue
6.39% CAGR from
Rest of World
by volume
6.52% CAGR from
ROW by revenue
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Move to knowledge based
bidding
Home-grown events
Destination awareness campaign
Market reviewsIncreased resources overseas
Trade Capability
Ireland as a sustainable MICE
destination
Review RCB structure and
model
CAPEX fund for Gala Dinner
Venues
Key recommendations 2018-2028
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Building strong foundations for future growth
Move focus to knowledge economy
Destination Awareness Campaign
Market diversification and increased resources
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Move focus from infrastructure to knowledge economy
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The Ireland Image
Reposition as home to the Brightest of minds, centre of innovation and inspiration with a can do attitude
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9/10Global
Pharmaceutical
Corporations
3/6Top Game
Publishers
9/10Global
Software
Companies
17/25Global
Medical Device
Companies
10/10Top ‘Born on
the Internet’
Companies
+75%
World
Financial
Service Firms
One of the best places in the world to do business
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Research to measure Sector Strength
Develop CAP to include Irish Heroes
Build database by city to include Home-grown
Ireland’s Brightest Minds Campaign
Foster relationships & align messaging to support drive for inward investment
Up-weight supports
How will we develop as a knowledge hub?
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Results
o Move to knowledge based bidding
o Differentiation through intellectual capital
o Conferences bring experts and expand local knowledge
o New research, innovative projects & life improving products
o Success drives further investment
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Building the Meet In Ireland brand overseas
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Previously…
o Focus on Lead Generation and Conversion
o Over-reliant on leisure brand
o Weak MICE profile
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Where will we address this?
o Conduct awareness, consideration & shortlist research
o Refine message by market based on insights
o Run pilot Campaign through digital and content marketing
o Showcase heroes & big brand successes
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Result
o Brand rolled out and adopted by partners
o Achieve 80% Brand recognition in-market
o Increase destination consideration amongst buyers by 10%
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Increased B2B resources & market diversification
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How will we win?
o Conduct market research to identify best prospects
o Procure LGAs to generate business opportunities & recruit for in-market/in-Ireland events
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ResultsResults
o Target based contracts
o Operate in best prospect markets
o Scale back investment in non-performing marketso Increased awareness levelso Increase in business opportunities
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Why are we doing all this?
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High end, high spend
o €715m
o 22,000 jobs
o Conference Delegates Spend More
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Value of a Conference Delegate?
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Thank You