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58th ICCA Congress | Create your own events to profile your destination - Tracy Halliwell

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58th ICCA Congress | Create your own events to profile your destination - Tracy Halliwell

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How can you position yourself as a leader in a target industry if you do not win corresponding bids for your destination? Create an event yourself, spread knowledge, and build your reputation as a source of sector expertise! But with new ideas come risks and challenges before possible reward, and local economic and govermental buy-in are vital for your project to get off the ground. Join this session for insights into this complex yet potentially-lucrative process and learn where to start, who to involve and how to build a solid strategy to help you convince the necessary stakeholders and win local support for your new event.

How can you position yourself as a leader in a target industry if you do not win corresponding bids for your destination? Create an event yourself, spread knowledge, and build your reputation as a source of sector expertise! But with new ideas come risks and challenges before possible reward, and local economic and govermental buy-in are vital for your project to get off the ground. Join this session for insights into this complex yet potentially-lucrative process and learn where to start, who to involve and how to build a solid strategy to help you convince the necessary stakeholders and win local support for your new event.

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58th ICCA Congress | Create your own events to profile your destination - Tracy Halliwell

  1. 1. International Congress and Convention Association #ICCAWorld#HoustonLaunch CREATE YOUR OWN EVENTS TO PROFILE YOUR DESTINATION
  2. 2. International Congress and Convention Association #ICCAWorld#HoustonLaunch London Tech Week Tracy Halliwell Director of Tourism, Conventions & Major Events
  3. 3. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association Merged Organisation Funding & Costs Building Reputation context
  4. 4. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association Merged Organisation context
  5. 5. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association Mission: To Tell London’s Story International Promotion of London Meetings & Events Students Trade & Investment Leisure Tourism Major Events
  6. 6. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association KPI’s Jobs Created Jobs Supported GVA City Reputation Reach & Impact
  7. 7. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association Funding & Costs context
  8. 8. …and create compelling reasons for visitors to come to London time and time again. Students and international companies also put down roots as a result of the quality of life on offer Events Animate The City Creative ideas for incentive programmes
  9. 9. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association Building Reputation context
  10. 10. …and help in reputation building through media value, global reach, influencing, highlighting key messages, and delivering great value for stakeholders Events Tell Stories Access to insights, sector experts and speakers
  11. 11. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association SECTORS OF EXPERTISE Finance & Banking Lifesciences Smart Cities Culture & Creativity Digital & Technology
  12. 12. EVENT PARTNER NETWORK CITY BACKING
  13. 13. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association What Is It? London Tech Week is Europe’s largest crowdsourced festival of live tech events taking place across London and representing the entire technology ecosystem. It celebrates London’s booming, diverse and vibrant tech scene.
  14. 14. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association Financed by the private sector supported by the public sector Partnership
  15. 15. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association Year No Events Delegates 2014 150 20,000 2015 200 30,000 2016 302 40,520 2017 219 48,170 2018 220 55,000 2019 305 58,000 How Big Is It?
  16. 16. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association • Work closely with relevant stakeholders across the city (including government bodies local & national) • Have strong, connected ambassadors • Develop good working partnerships with relevant organisations • Curation and content needs to be clear and defined • Clear KPIs and outcomes. Lessons Learnt
  17. 17. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association • Economic Benefit - Direct spend, plus the event fosters foreign direct investment into London as tech companies participating in LTW events set up or expand in London , therefore new jobs and further economic benefit • Business and professional - benefits for London and its tech industry from knowledge exchange and networking opportunities • Sales Pipeline -Opportunity for relationship building, account management and leverage. Networking opportunities for L&P and new lead prospecting. • Knowledge /Education - Exposure to sector for staff/ students/ SMEs • Reach & Reputation - the event showcases the vibrant and innovating tech sector in London. It helps build London’s reputation in tech across the globe and positions the city as the tech capital of Europe. How Has It Profiled London?
  18. 18. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association Reach & Reputation • 2019 • 199headlinesintotal • Totalreach:283,352,196 • Totalengagements:2,136,694 • Coveragein32countries • +20, 500 tweets • 225m timeline deliveries • +8,000 contributors • 52m reach
  19. 19. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
  20. 20. International Congress and Convention Association #ICCAWorld#HoustonLaunch Thank you!

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