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JWI: Give an introduction of theme/topic and this presention.
- Copenhagen is ranked THE most livable city in the world, is home to THE happiest and most innovative people on the planet - and has been ranked world’s greenest and most sustainable city over and over again.
- The Copenhagen City Council is working targeted to become the world’s first CO2-neutral capital by 2025 – which is an overall aim that supports all sustainable efforts incorporated in our way of doing business events in Copenhagen.
- 71% of hotel rooms are eco-labeled
- Easy use of public transportation
- More than 50 % of all Copenhageners commute by bike each day
- European Green Capital Award 2014 (European Environment Commission)We are also know as The Capital of Sustainable Meetings
This title Capital of Sustainable Meetings has given us MASSIVE international publicity and speaking time in the industry which has been priceless and crucial in promoting Copenhagen.But - other destinations ALSO work on their sustainable portfolio! And let me be frank - some of them, might even offer a greener product than we do in Copenhagen.
We earned the titel Capital of Sustainable Meetings by eco-certifying international mega events such as:
In 2009, Copenhagen hosted the first ever eco-certified political summit, the United Nation’s Climate Change Conference, COP 15 with 30.000 participants. Followed up in 2012, when Denmark played host to the most sustainable Presidency of the European Union, certified to ISO-20121 sustainable event management standards and telling the world about it.
But right now, we don’t have such a MEGA event in the pipeline…or do we? Let me get back to that and what do we do in the meantime?
We wanted to secure and expand Copenhagen’s position and generate business.And - and I might sound a bit like a saint now - but this is something I feel strongly about: with the titel Capital of Sustainable meetings comes an obligation! We can’t save the world just by staging green events in Copenhagen! So we also had a mission to create a GLOBAL BUZZ around sustainable meetings management.
We wanted people to engage around something, that not even the politicians can really agree to take action on - the climate and sustainable solutions. So how do we communicate this issue in a relevant creative and cost effective way? We had to find something that people could relate to. Something eye catching and likable. We wanted to take people by surprise! We decided to throw our love on this little guy:
Why? The bee might be small, but it fitted our big ambitions.Let me tell you tell you 3 important facts about the bees. Bees are endangered. Crucial to the eco-system. And responsible for the pollination of at least 1/3 of the food we eat.
The bee also has a connection to Copenhagen via the CSR project City Bee. In an attempt to protect the bee, they have placed 4,5 million bees around the city. Suppliers in the Copenhagen meetings industry has supported the city bee project - We in the Copenhagen CVB have adopted 2 bee families in the city’s Botanical Gardens.
So – how did we combine this with our mission? To maintain our possition as Capital of Sustainable Meetings?
We invented the call-to-action-campaign #BeeSustain
Prior to IMEX 2014 in Frankfurt we teased for #BeeSustain in press releases, news letters and on social media. However, we all know, that this is not enough. Personal interaction and building relations are key factors – that leads me to the topic of this event – the fact that personal contacts can not be replaced. So this is how we entered the show floor at IMEX 2014:
And trust me - this brought along some true interaction and built personal relations! A swarm of Danish exhibitors turned the meetings industry in to true BEElibers.
With the call to action campaign #Beesustain we invite the meetings industry to create a global buzz around sustainability. With the bee as the carrier we spread the word on and offline. From the launch at IMEX 2014 until today the hashtag #BeeSustain has had a tweet reach of 5.5 million.
And we have been awarded…
In 2014, the #BeeSustain campaign was a finalist for ‘ICCA Best Marketing Award’ and a crucial element in Wonderful Copenhagen Convention Bureau’s overall PR effort awarded ‘ICCA Best PR Award 2014’.
Our Head of Communications that presented during the finals got plenty of new contacts and friends in the industry this could not have happened if she presented on distance and on-line viewers did not have this possibility to be her friend
The way we have worked with this campaign goes well hand in hand with Scott Stratten and his theory…
He is an inspiration…
– Everything about your event and everyone working at your event is a reflection of your brand. Every element counts…
Also his reflection on storytelling can be used in this sense. He believes storytelling is important in marketing, but it can’t be the brand telling the story. The brand should give tools and ingredients to customers and let them tell the story…..
Sammenhæng fra fortællingen om Scott Stratten…
With a focus in Copenhagen on innovation, sustainability/CSR and high quality of life we excelled in international press and medias and these efforts got internationally recognized in the meeting industry.
This is also one of the reasons why we have another business case we look forward to work on especially with sustainability on the agenda. Copenhagen will have the pleasure of hosting EMEC in Copenhagen next year.
Lidt om Meetovation og best practice
We have established key achievements with this campaing on social media and through online media…
Pointe på dansk. Pluk her…
Vi har haft overvældigende succes på sociale medier, genereret trafik til vores hjemmeside og fået spalteplads og taletid internationalt. Kampagnens sande potentiale har dog først foldet sig ud i det personlige møde og igennem de relationer, den har skabt grobund for, der rækker langt ud over en traditionel sælger-kunde-relation, hvor målgruppen ikke alene har oplevet det som en markedsføringskampagne men også som en invitation til at deltage og dele best practices – uanset om deres events afholdes i København eller et andet sted i verden.
Kan vi sige noget om, at de relationer vi har bygget også generer forretning til byen? I kampagner som denne kan man ikke måle det en-til-en, men vores grønne profil er en medvirkende årsag til at MPI har valgt at lægge deres europæiske konference EMEC i København i 2016. I forbindelse med offentliggørelsen sagde Fiona Pellham, chair elect
“Evidence of being in action to make a social, economic and environmental difference is essential to be a world-leading destination. I am thrilled that MPI's EMEC will be held in Copenhagen in 2016 because it is a city that clearly demonstrates their commitment to sustainability,” said Fiona Pelham, chair-elect of MPI’s board of directors.