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International Congress and Convention Association ICCA Research,Sales & MarketingProgramme

Destination Marketing

16 July 2010

Bente Bratland Holm

Norway Convention Bureau

International Congress & Convention Association

ICCA Research, Sales & MarketingProgramme 2010

Topics

1. The role of the CVB and their partners2. Marketing of a destination3. Direct selling to clients


The Convention Bureau

1. Strukture2. Role of the CVB3. Measurement


1. Structure

Norway ( national level):

• 24 partners ( destinations, venues, hotel chains & airlines)• Ownership instead of membership

• Ownership on 2 levels;- corporate- assosation

• No governmental funding- projects with NTO


2. Role of the CVB

• The CVB and the partners must carry out a common strategy-It is not about fonts, logos and marketing

• Clear, defined roles-Ex Norway; we do not do the bidding process

all corporate RFP`s go via uswe focus on the customers need!


3. Measurement

We have the statistics that show the results.

One simple rule:

We create the platform- and our partners do the selling


Marketing of a destination

• How to stand out in the crowd ?• Think outside the box ?

All this is difficult ! And do we dare ?

But most importent: Trust your own creativity!


Marketing of a destination

•Know your destination

• Fokus on concepts instead of destinations

• Dare to sell/ recomand your neighbour

•Have a look at your website, it probably looks the same asyour competitor ( I know )


PRINCIPLE 1: SIMPLICITY

PRINCIPLE 2: UNEXPECTEDNESS

PRINCIPLE 3: CONCRETENESS

PRINCIPLE 4: CREDIBILITY

PRINCIPLE 5: EMOTIONS

PRINCIPLE 6: STORIES

A Simple Unexpected Concrete Credentialed EmotionalStory

”Made to stick” by Dan Heath


Direct selling to the clients

• The clients want new formats in the sales approach• They want to learn about what is important for them

Ex Norway;• Educational fam trips• Standard workshop out! – Crisis management day in!

International Congress and Convention Association ICCA Research,Sales & MarketingProgramme

Thank you!

International Congress & Convention Association


Discussion

2 questions adressed to this session:

1.What are the best tools for a CVB to act as the glue thatholds it all together to optimize the relationship between thelocal institutions and the operators? -Daniela Marino, Sicilia Convention Bureau

2.In what ways do other cities cooperate within the city toattract congresses , and how do they try to stand out in orderto compete with other cities on winning congresses? –Katrine Brandt Wonderful Copenhagen

icca vilnius destination marketing bente€¦ · icca research, sales & marketing programme...

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