icca rsmp 2013: where does your destination rank?

International Congress and Convention Association.

www.iccaworld.com | #RSMP13

Where does your destination rank?

ICCA Research, Sales & Marketing ProgrammeTwitter: #RSMP13

• Marco van Itterzon, Director Research, ICCA• James Lancaster, Deputy Editor, Association

Meetings International (AMI Magazine)• Mathijs Vleeming, Manager Marketing & PR,

ICCA

Who are you?


– what goes on in your destination– see the business development– create a higher acceptance of your bureau

on the local market– awareness for the importance of the

Meeting Industry– measure the results of marketing efforts– evaluate the economic impact

Why we need statistics


– compare with other destinations – recommend new (infra)structures if needed– be one step ahead of competitors– compare with other tourism segments in

the destination



• look forward and anticipate changes.• make predictions with some degree of

confidence.• assess the health of the meetings market.• strengthen ICCA‘s culture of openness and

business exchange.



– It is a MUST for each and every Convention Bureau to collect and provide statistical information

– It is a MUST that the suppliers (hotels, congress centers, PCOs) provide the data to the Convention Bureau

What the Convention Bureau & suppliers have to do


Steady Growth


1 USA 833 +74

2 Germany 649 +72

3 Spain 550 +87

4 UK 477 +43

5 France 469 +41

6 Italy 390 +27

7 Brazil 360 +56

8 Japan 341 +108

9 Netherlands 315 +24

10 China-P.R. 311 +9

Number of international meetings ICCA country ranking 2012


1 Vienna 195 +14

2 Paris 181 +7

3 Berlin 172 +25

4 Madrid 164 +34

5 Barcelona 154 +4

6 Singapore 150 +8

London 150 +35

8 Copenhagen 137 +39

9 Istanbul 128 +15

10 Amsterdam 122 +8

Number of international meetings ICCA city ranking 2012


1. Singapore 952 2. Japan 7313. USA 6584. Belgium 5975. Korea Rep 5636. France 4947. Austria 4588. Spain 4499. Germany 37310. Australia 287

UIA Country Ranking 2012


1. Singapore 9522. Brussels 5473. Vienna 3264. Paris 2765. Seoul 2536. Tokyo 2257. Barcelona 1508. Copenhagen 1509. Madrid 14910. London 119

UIA Ranking Cities 2012


UIA ICCA Place Place Country Nr. of meetings

1 25 Singapore 1502 3 4 19 Belgium 1945 16 Korea rep 2296 7 11 Austria 2788 9 10 13 Australia 253

ICCA & UIA Statistics compared(nr of meetings)


ICCA & UIA Statistics compared(nr of meetings)

UIA ICCA Place Place City Nr. Of meetings

1 2 14 Brussels 1073 4 5 17 Seoul 1006 31 Tokyo 69


– Exclude national meetings (tremendous impact on overnights)

– Exclude religious, political, commercial, sporting events

– Exclude all international meetings not qualified

– Exclude the corporate market (meetings, incentives, product launches)

ICCA & UIA statistics do not reflect the market


• Use them as a trendbarometer,

BUT

• establish your own statistics!

ICCA & UIA statistics do not reflect the market


• Put statistics in correct context; ICCA stats cover one segment of market, your success in other segments reduces the amount of space available for international association meetings.

• Low ranking year with fewer, longer lasting events with large number of delegates, may have a bigger economic impact than a high ranking year.

Right interpretation


• Association market has the longest lead time of any market segment. The results of 2011 reflect the bookings made in the early days of marketing.

• Never use ICCA statistics in isolation as they give only one side of the picture for a destination’s meetings business and relative level of success.

• ICCA’s stats are genuinely significant indicators.

The right context


• Where do you believe you should be.• Who are your comparators. • What do your hear from the clients.• To stand still is to be overtaken.

Realism rules


2005 2008 2011

Madrid 52 65 130

London 62 68 115

Amsterdam 82 89 114

Istanbul 44 72 113

Cities through the years, number of events in the respective reports


The power of hindsight


Rank City 2005 2008 2011

1 Paris 80.951 81.973 116.322

2 Amsterdam 34.628 44.345 86.256

3 Vienna 70.041 69.800 80.953

4 Berlin 42.101 102.310 72.287

5 Stockholm 45.429 52.934 71.637

6 Singapore 39.193 60.192 70.623

7 Lisbon 42.616 34.914 68.987

8 Istanbul 46.971 55.432 66.834

9 Seoul 45.665 53.821 53.159

10 London 29.814 14.693 51.871

11 Barcelona 39.862 89.067 49.286

12 Madrid 19.736 38.235 48.557

13 Geneva 30.953 35.957 46.267

14 Milan 18.950 37.522 46.211

15 Copenhagen 53.235 44.996 45.019

16 Prague 32.283 25.090 44.395

17 Budapest 16.793 13.999 37.846

18 Buenos Aires 27.848 64.588 36.986

19 Brussels 7.465 28.969 35.935

20 Toronto, ON 6.389 20.201 30.620

Another approach, another ranking!


• ICCA: Vienna hosted 181 events in 2011

• Vienna: 638 International Association Congresses

• 1,018 Association Congresses• 3,151 Total number of Events

• 28.3 , 17.7 & 5.7% respectively

Context is king


• ICCA: Vienna hosted 80,953 participants in 2011

• Vienna: 213,974 International Association • 328,787 Association • 475,298 delegates Total number of Events

• 37.8 , 24.6 & 17.0% respectively

Context is king


A great angle to a news story

In the land of the blind, the one-eyed man is king!

PR opportunity


Marketing (Owned media)


Advertising (Paid media)


PR (Earned media)


Press loves surveys and statistics


• Objectives: What do you really want to get across? Identify your brand values, USPs

• Target groups: Clients; stakeholders• Planning: Pro-active.

Create Consistent Key Messages per target

group and find (news) angles to get them across

PR Plan in a nutshell



Context

who what

where

when why

News fact


Story angles: Get your message across through an indirect and creative approach. Example:

PR man John Sansom drove home to Bromley in Kent, England, to find his driveway full of his wife’s friends’ cars. But the friends were just leaving so he left his Volvo on the pavement for a moment while he went inside the house to say hello.At 4 am the doorbell rang. John got out of bed and two police officers asked John if he owned a blue Volvo and where it was.

Story angles


John was astonished to see it wasn’t in the driveway and then remembered he had left it on the pavement. The police pointed out that he had left the engine running, the door open and the keys inside. It was still there.John immediately wrote a story and sent it to his local newspaper.

What was/were the story angle(s)?

Story angles


If you are not as big as the others, you have to get creative to make the news:

•Gdansk amongst the 10 biggest risers in ICCA statistics (2011)•Regional; national rankings: Rotterdam remains second-ranking Dutch convention city•Paris hosted largest number of participants in 2011



• Provide media with a complete picture.

• Plug in your good ICCA ranking in al PR messages: Repetition works!

• Timing for non-CVBs: Media is paying attention to your city when the ICCA and UIA rankings are published; hotels & venues could take advantage of this momentum.

If you climbed the charts


Targets based on ICCA Ranking



http://www.youtube.com/watch?v=HRLIZir67pU&feature=youtu.be


Examples


• Prepare a story• Collect your own statistics; provide full picture• Educate journalists about what the figures

represent; give a full picture• Long term business; annual ranking reflects work

done over the previous 3-5 years; talk about winning bids for the future

• Be honest and transparent

Make sure you collect your data and report it to ICCA and UIA!

What if you dropped the charts?


• “A modern history of international association meetings” (1963-2012)

• ICCA 50-year stats online tool, with flexible selection options: – # Participants– Subject matter– Specific regions– Accumulated figures

Alternative rankings New story angles!

More ICCA stats PR opps: ICCA50


• Winning bids (Win = Sex!; Crisis!); Why/How?• Case studies work! Value of the congress for

the destination; delegates; society: content!• Use ambassadors as spokespersons• Write Opinion columns or blogs: Talk about

the Meeting Industry instead of your company.• Be pro-active, plan ahead. Use media’s

editorial agenda. Anniversaries.• Create your own news: Awards, CSR initiatives,

records...

PR Opportunities / Story angles


Winning bids


Source of progress


CSR


Create your own news


The Most Livable Cities Index

Source: lifestyle magazine Monocle

1. Copenhagen 2. Melbourne3. Helsinki4. Tokyo5. Vienna6. Zürich

7. Stockholm8. Munich9. Sydney

10. Auckland11. Hong Kong12. Fukuoka13. Kyoto14. Paris

15. Singapore


The Most Livable Cities Index


The Most Romantic Cities in the World

Source: http://www.ucityguides.com

1. Venice

2. Paris

3. Prague

4. Florence

5. Rome

6. Lisbon

7. Vienna

8. Seville

9. Buenos Aires

10. Marrakech


The World’s Top 10 Happiest Countries

1 – Australia2 – Sweden3 – Canada4 – Norway

5 – Switzerland6 - United States7 – Denmark

8 - The Netherlands9 – Iceland

10 - United Kingdom

Organization for Economic Cooperation and Development’s (OECD) Better Life Index


The Top 10 places to eat ice cream

Source: http://travel.nationalgeographic.com/travel/top-10/ice-cream-parlors/

1. Venice

2. Paris

3. Prague

4. Florence

5. Rome

6. Lisbon

7. Vienna

8. Seville

9. Buenos Aires

10. Marrakech


• Are you collecting and publishing your own stats? Do you know everything that is going on in your destination?

• Have you used your ICCA ranking to generate a PR profile? Why and how? Why not?

• Discuss opportunities on how your organisation can take PR advantage of rankings, case studies, CSR, ambassadors, winning bids, etc.

Questions


• ICCA Press Database• Post and Tweet your release via ICCA

(+ Winning Bids)• Monitor your news: Digital Clipping

Service• PR Guidelines

Research one-on-one appointments

ICCA PR Kit


• Collect your local statistics• Share your data; Send us your meeting

calendar• Use statistics in the right context• Send us your winning bids• Use stats to tell a story which profiles your

destination/services• Identify PR opportunities• Use ICCA’s PR Tools

Key takeaways


•One-on-one faculty appointments•www.meetpie.com/AMI•www.MeetingsPR.com

Stay in touch!

Thanks!


Do’s:•One key message•Include Pics (high-res); Quotes; Contact•Check links!•Human interest; people stories, Food!•Top 10 lists; Event organising blundersDon’ts:•Mass emailings (Focus on a media top 10)•Cut the hype•Old news

News release do’s and don’ts

icca rsmp 2013: where does your destination rank?

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