joint destination marketing & meetings management sector meeting

International Congress and Convention Association www.iccaworld.com

JOINT DESTINATION MARKETING & MEETINGS MANAGEMENT SECTOR MEETING

Handan Boyce & Steen JakobsenMiranda Ioannou & Jurriaen Sleijster49th ICCA Congress & ExhibitionHyderabad - IndiaSunday 24 October 201011:45 - 12:45h

International Congress & Convention Association


Session contents

CVBs and PCOs: Stories & Best Practices from Pitching Together Effectively

Moderators:Handan Boyce - Miranda Ioannou Steen Jakobsen - Jurriaen Sleijster

Panelists:Leena Sipila – Alice AuNina Freysen Pretorius – Chander Mansharamani


Panel views…

Leena SipilaHelsinki City Tourist & Convention Bureau

The teams…

Introducing the players

National Convention Bureau (FCB)- soon to become part of the Finnish Tourist Board

Seven strong city convention Bureaus

PCOs- 6 listed offices- relatively small- well-established, experienced, capable

The state of play…

Finland’s current position

Finland as a whole:420 meetings with 60.000 delegates annually

Helsinki alone:150 meetings with 30.000 delegates

On the training ground…

The convention bureau as an enabler: sharing knowledge and insights

Seminars / info sessions on hot topics– VAT– hotel revenue management– destination marketing– . . .

Fam slam

CSR dialogue

The rules of the game...

The convention bureau as arbiter of fair play:

Offer qualityEnsuring clarity‘Answer the bloody question!’

Partner suitabilityGiving appropriate guidance

In play...

What the convention bureau does with PCOs:

Client support activitiesSales events – seminars, work shops Site visits

Assistance for PCOsHelp with researchMaterials – support package

Upcoming challenges

Core PCOs entering marketOpportunity or threat?

Size of local PCOs Are they too small?

More service providers entering market Do they have the competence?

Thank you!


Panel views…

Alice AuToronto CVB / Tourism Toronto

CVB & PCO

• Review historic facts and successes from research

• Understand the politics within the organization

• Exchange of ideas that best suit the needs of the group

• Come up with a strategic plan that will attract executives to the destination


ICS-IUGA 2010

• Worked with local Co-Chairs to win the bid

• The appointed PCO supported their efforts and served as consultant on our destination / offer resources and assistance throughout the planning and execution of the congress

• Result: the highest attendance and most successful conference they have held


ISTH 2015

• Best collaboration among (4) partners: local doctor (ambassador), PCO, Convention Center and the CVB

• Led by a strong, local ambassador - Dr. Schulman

• Requested and received tremendous support and guidance from the appointed PCO

• Based on historic needs, secured the best venue to accommodate their program - MTCC


ISTH 2015

• Created a sound budget based on needs and past spend

• Created a convincing bid document outlining a strong scientific committee and draft program led by LOC

• Highlighted our offers and conference package

• Emphasized the benefits of coming to our destination


Roles

• CORE PCO Protects client and their needs as INTELLECTUAL PROPERTY (consisting of finances, meeting logistics, organization politics etc.), greater global perspective

• • APPOINTED PCO

Annual - understands specific needs of association


Roles• LOCAL PCO

Partnership between CVB & local PCO - help to provide sound advice to client

• Interpret RFP • Use each other’s expertise and intelligence

to formulate the bid document:• PCO – on budget• CVB – highlight member services that

answer to the needs outlined within the RFP- Destination sell - Financial package (if available) - Government contacts



Thank you!


Panel views…

Nina Freysen PretoriusThe Conference Company, South Africa

South African Perspective

• 9 Provinces = 9 Tourism Boards /Authority...

• Highly competitive within the country!

• Reluctance to share potential business prior to it being confirmed for a city by the client.

• Only 4 of these provinces can host International or National conferences of 850+

• Important to ascertain clients needs & expectations when looking for business![Profile of delegate / Academic programme ]

• Client / Customer Loyalty... What?

Prepared by The Conference Company

Case Study

• 8th World Assembly of Disabled People International• Rotation pattern every 5 years

ICCA Database:• 2002 Sapporo, Japan – approximately 3500 delegates• 2007 Seoul, Korea – approximately 3000 delegates• Convention Centre & Bureau involved with initial bid

discussion• Final bid submission done by client – with the

assistance of the Convention Centre, Bureau and PCO.


Shorter Lead Times - Higher Client Demands & Expectations

Challenge • Client used own documentation and did not

clearly consult with role players …• Bid awarded to South Africa October /

November 2009• PCO appointment only September 2010

To Date• No formal funding, 350-500 Wheelchair

users expected, Air & land transportation & accommodation challenging, Venue turn around requirements considerable


Shorter Lead Times - Higher Client Demands & Expectations

When the relationship works!

Case Study

• Synergy Important at an early stage of bidding

• Important that CVBs and PCOs understand each other’s role!

• Delegate boosting and support of marketing the conference and the destination effectively ensures good attendance

• Good Joint Marketing Support = Financial Benefit to all

• Assistance with Government Department support



Thank you!


Panel views…

Chander MansharamaniAlpcord Network, India

CVB AND PCO’S

ERA OF PARTNERSHIP

• National Trade shows• CVB participates on behalf of members

in International MICE related Trade Shows– Create awareness about

Destination and Conference Facilities

– Creating a Business Platform• Consolidating Leads for Conferences

planned by International Association• Yearly Conclave – Buyers (National and

International) and Sellers Meet

CVB’S MEMBER ADVANTAGE

• Educational Programs – For Organizers (Associations and Corporates)

• Associating with International Organizations

• Assistance in Bidding – International Conferences

• International Trade Shows – Showcase country’s ability to hold meeting and to showcase our members

CVB’S MEMBER ADVANTAGE

• Consortium Including funding• Financial and Marketing

Assistance to PCO– Europe– Far East– Middle East

• Advantage to both PCO’s and DMC’s

• CVB’s role to create a marketing platform

EMERGING TRENDS

Deal is: Lets Work Together

International Congress and Convention Association www.iccaworld.comThank you!


Statement:

“Pitching together” is a myth: the

CVB should support the PCO by

providing information materials on

the destination, and should leave the

selling to the PCO!


Statement:

Presenting a destination, and

obtaining “free destination services”

requires connections and a good

understanding of local politics: leave

this to the CVB, the PCO is out of its

depth here!


Statement:

CVBs cannot pitch together with

PCOs because CVBs are not impartial:

most of them have preferred

relationships with certain players,

and maintain hidden agenda’s!


Statement:

The CVB should take in the initial RfP

and should help the client in

selecting the PCO: that’s the best

way to ensure a great event and thus

a win for the destination


Statement:

When it comes to presenting

budgets, PCOs should lead and CVBs

should follow!


Statement:

The best pitches we ever won were

the result of transparency, trust and

harmonious working together

between CVB and PCO!


Wrap-up & conclusion

• Feedback?


Thank you!49th ICCA Congress & ExhibitionHyderabad - IndiaSunday 24 October 201011:45 - 12:45h

International Congress & Convention Association

joint destination marketing & meetings management sector meeting

Documents

convention center

cominternational congress

heldinternational congress

congress result

size of local pcos

local ambassador

best venue

best collaboration