Business Events Canada – Incentive Fam Trip Conversion
The Brief
There is an element of destination marketing that requires physical site visits to the destination, so that the planner or corporate can gain firsthand knowledge of what they can do there and where they should take their clients.
These “fam trips” entail significant expense for our Axis client and the industry partners involved.
Additionally, the UK and European event industry is saturated, with planners being invited to far-flung exotic destinations. As such, finding the right qualified contact is by no means an easy challenge.
We have exceptional experience in qualifying event planners so that we get a return on our fam trip activations.
What We Did
We hosted a fam to Alberta, taking in Calgary, Banff and Lake Louise. We identified and, using our close relationships, secured agencies such as Neon, Your Event Solutions, Adding Value, Black Tomato, Penguins and Capita Meetings and Events. Such was the quality of the buyers and their experiences in Canada that we received a steady pipeline of enquiries from seven of the nine attendees.
Results
From a total of eleven enquiries with a value of CAD $862,322, we confirmed more than CAD $300,000, with more still expected. Both Penguins and Black Tomato agencies have since set up dedicated Canada pages on their Incentive Travel websites.
