Business Events Canada – Relationship Building
The Brief
In an ever changing and increasingly competitive UK MICE industry we challenged ourselves to come up with ideas that would lead to a valid excuse to be in front of our clients and maintain a high visibility in the market.
What We Did
We wanted to do something synonymous with Canada and within the marketplace that only Canada could own. Therefore, we decided to deliver Canadian-themed hampers to the larger agencies in the South of England on two separate occasions for both Canada Day (July) and Canadian Thanksgiving (October). We put together a daily target list of 10 agencies, made up of the top agencies in the UK and agencies based in London that are often unable to attend centrally held events.
Working in collaboration with our UK-based Canada partners, we decided to use the element of surprise and arrive at each agency unannounced to deliver each hamper personally, which we felt would add to the day’s excitement and create a further talking point.
By engaging thoughtfully and unobtrusively, Axis gathered vital industry intelligence and encouraged open discussion on trust, flexibility, recovery timelines, and the future of in-person events. The focus groups were also extended to a broader range of Canadian industry stakeholders, fostering collaboration and the sharing of insights.
Results
Worked towards creating a consistent message in the market and maintain brand awareness for the BEC brand. Provided a platform for the UK based suppliers to gain extra face to exposure with clients. Generated social media coverage from agencies.
