Scotland, best destination MICE campaign
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One of the keys to the success of this campaign has been collaboration (difficult to achieve a good promotion if everyone is on their side) and cohesion between cities, regions, universities, innovation centers, investment agencies and agencies representing the country , who have built and disseminated the messages of Scotland to the international market of business events, under the slogan “Scotland. Where ideas become legends”.
This digital campaign was launched in November 2017, for a period of two years (another of the keys: the result of this type of action is seen in the medium-long term), to promote Scotland as a leading destination in the organization of conferences, congresses and conventions throughout the world, in addition to positioning itself as an innovative center for research and development.
Results of the campaign
This action was based on showing the connections of Scotland with a wide variety of sectors linked to growth (from energy or education to creativity or technology, including food or health, among others). To do this, they created original content from experts, influencers and leaders from different industries in the country. The campaign went viral with the hashtag #ideasbecomelegend, with great results. It has achieved more than 60 million impressions thanks to the content generated by the convention offices, agencies, associations and universities throughout the country. In its first year, “Legends” focused on six sectors: Technology, Education, Creativity, Energy, Natural Sciences and Engineering, involving more than 70 organizations. With the collaboration between these sectors and organizations, more than 200 blogs and videos have been created and shared. The successful journey of “Legends” will continue this 2019 focusing on the innovative sectors of Marine, Surgery and Medicine, Digital, Space, Health and Food.
But beyond the figures, the success of this campaign is also due to the unprecedented collaboration between all the cities and regions, as well as the business events in Scotland that have come together for the first time to convey a collective and unique message to the world . The coherence of messages in this type of campaign is crucial to ensure that the positioning of the destination is clearly perceived.
“The impact that the Legends campaign has had on the union of the entire business event market in Scotland and the promotion of the country as a leading knowledge economy and conference destination in the world has been exponential. With 12 months of campaign in march, the prize grants a great impulse to everything what we will develop next year “, has emphasized Paul Bush OBE, director of Events of VisitScotland.
“This shows that a low-cost campaign can achieve fantastic results through hard work, and this victory has provided a great boost for the second year of the campaign, which seeks to be as successful as the previous one,” says Rory Archibald, manager Business Development of VisitScotland Business Events. The award was presented at the closing ceremony of the 57th edition of the ICCA World in Dubai, where the ICCA Best Marketing Award recognizes since 1997 the excellence and achievements of organizations when it comes to promoting a destination or product. The Hague Convention Bureau and the Serbia Convention Bureau were also finalists.
