international congress and convention association joint destination marketing & meetings...
TRANSCRIPT
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
International Congress and Convention Association www.iccaworld.com
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
International Congress and Convention Association www.iccaworld.com
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!
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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
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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
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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
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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
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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
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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
International Congress and Convention Association www.iccaworld.com
International Congress and Convention Association www.iccaworld.com
Thank you!
International Congress and Convention Association www.iccaworld.com
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.
Prepared by The Conference Company
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
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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
Prepared by The Conference Company
International Congress and Convention Association www.iccaworld.com
Thank you!
International Congress and Convention Association www.iccaworld.com
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!
International Congress and Convention Association www.iccaworld.com
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!
International Congress and Convention Association www.iccaworld.com
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!
International Congress and Convention Association www.iccaworld.com
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!
International Congress and Convention Association www.iccaworld.com
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
International Congress and Convention Association www.iccaworld.com
Statement:
When it comes to presenting
budgets, PCOs should lead and CVBs
should follow!
International Congress and Convention Association www.iccaworld.com
Statement:
The best pitches we ever won were
the result of transparency, trust and
harmonious working together
between CVB and PCO!
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Wrap-up & conclusion
• Feedback?
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Thank you!49th ICCA Congress & ExhibitionHyderabad - IndiaSunday 24 October 201011:45 - 12:45h
International Congress & Convention Association