rsmp 2013; ambassador programmes

International Congress and Convention Association .

www.iccaworld.com | #RSMP13

AMBASSADOR PROGRAMME

Presented by: Alice Au, Director of Sales, International, Toronto Convention Bureau Thomas Reiser, Executive Director, ISTH James Lancaster, Deputy Editor, Association Meetings International

ICCA Research, Sales & Marketing Programme Twitter: #RSMP13

• What is an Ambassador Programme?

• Why do we need one?

• Who runs it and Who funds it?

• What are the benefits to the city?

• What are the benefits to the Ambassador?

• What to do if you have limited resources?

• Examples of well-run Ambassador Programmes to learn from

AMBASSADOR PROGRAMME - CVB


What is an Ambassador Programme?

• Invite prominent doctors, professors, experts in particular fields to take part in a program to attract national & international conferences / events to a destination

Why do we need one?

• A successful AP ensure the city being recognized as a world-class conference/event destination

AP - CVB


Who runs it and Who funds it?

• CVB or Convention Centre or joint partnership

What are the benefits to the city?

• Successful congress directly affects the economic impact to a city

• Creates jobs in all sectors, especially hospitality

• Enhance the profile of a city

AP - CVB


What are the benefits to the Ambassadors?

• Raise their profile as a local leader among their national & international peers

• Raise the profile of their research, their institution or university and the city

• May result in increase in research funding

• Potential economic benefit to the university / institution and the city

AP - CVB


What to do if you have limited resources?

• Build your AP database by developing your local ambassadors one bid at a time

• Leverage previous ambassadors’ successes as testimonial to secure support of new leaders

• Host an annual event of local leaders to encourage networking amongst them

• Maintain communication with local leaders after a bid is won ***

AP - CVB


Examples of well-run Ambassador Programmes:

Glasgow City Marketing Bureau

• On-going collaboration with the University of Strathclyde Glasgow academics to win conference business (last financial year, just under £10 million of economic benefit to the city)

• Over 100 conferences in past five years

• Over 200 active Ambassadors within the university

AP - CVB


Examples of well-run Ambassador Programmes:

Club Melbourne Ambassadors Program

• Launched in 2005, an initiative of Melbourne Convention & Exhibition Centre supported by Melbourne CVB and the State of Government of Victoria

• Focus on scientific, medical & technology fields

AP - CVB


Club Melbourne Ambassadors Program (cont’d)

• Provide locals with access to new technologies & intellectual capital

• Promote potential of career advancement – greater opportunities for speaking engagements and overseas postings

AP - CVB


Impact on an International Association:

• Importance to an association having a prominent ambassador to head up the Bid / LOC

• What is the impact of not having strong local leaders in a host city?

• What are the benefits to an International association and towards the success of its congress?

• PR value of local ambassadors to themselves, their institution and to the International association

AMBASSADOR PROGRAMME


• How to add PR aspect to get destination stories

out to professional media?

• How to project PR stories to “boost delegate attendance”?

• How to highlight local Institution’s Research & Development and its Achievements?

• Exclusive interviews with ambassadors during event

• Post event, ambassadors to speak about the value of hosting the congress for their institution & city

AMBASSADOR PROGRAMME - PR

rsmp 2013; ambassador programmes

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