Meet In Reykjavik – The Future is Now Conference
Sourcing qualified association planners to drive interest in a destination.
The Brief
Meet in Reykjavik is the organisation tasked with bringing conferences, incentives and association business to Iceland’s capital. They had very little knowledge of the European market and wanted a platform to meet with a qualified group of associations that could bring their congress to Iceland.
What We Did
We wanted a concept where the associations could engage with industry partners of Meet in Reykjavik (MIR), learn about the destination but also see Iceland as a leader in this sector.
The concept we came up with was to hold a conference that was incorporated with a fam trip. The conference element was to provide a nugget of business development to the attendees, whilst showcasing Reykjavik as a destination with it’s finger on the pulse. We sourced current on-trend speakers to build up the elements of the conference and also facilitated a panel discussion on the success of a prior piece of business.
We sourced 15 International Associations, all of which had the opportunity to rotate in Europe, and had a keen interest in Iceland. Additionally we secured industry partner sponsorship by having local suppliers buy in and attend the events of the two day series. To further add value and to help initiate business discussions, we invited the local chapters of all the Associations in attendance. The purpose of this was down to the local chapter being a key person in lobbying in the destination to win the Association Congress.
Results
The concept was a first for the industry and went on to become a huge success. The lead enquiry conversion rate was 25%.
We were able to have talking points with 135 international associations, all of which had the potential to bring their business to Iceland.
