CASE STUDIES: BEST BRAND MARKETING CAMPAIGN – MEETINGS & INCENTIVE MARKET
The Canadian Tourism Commission (CTC) had just entered the UK and European MICE market and needed a big campaign to really elevate their profile at the major tradeshow EIBTM. We wanted to show Europe the diversity and choice available in Canada for every group and meeting request.
What we did:
As the CTC only entered the market in August 2009, understandably much of the sponsorship opportunities at EIBTM were taken. We had to think outside of the box. We brainstormed with Reed Exhibitions, and gave a detailed brief factoring in restricted budgets and time constraints.
On reviewing floor plans of the Exhibition Centre in Barcelona, we saw the opportunity to not only enhance our presence on the CTC booth, but to create an experience for every buyer entering the show. The vision immediately came to us. What better way to showcase our diverse destination, than encasing our target audience in a tunnel of images and displays all around EIBTM of Canada.
As a result of this activity we saw an increase in website hits from Jan – Jun YTD: Up 153%, the CTC alone secured 15 new leads at EIBTM and 38 new prospects. These leads have the potential revenue value of $5,892,500 CDN – making our ROI 23 times over.
The estimated return to our Canada stand partners was approx. 75 new leads.
For this campaign we achieved the Bronze Award in the Best Brand Marketing Campaign at the highly regarded MIMA awards in October 2010.