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.

1. International Congress and Convention Association #ICCAWorld#HoustonLaunch
CREATE YOUR OWN EVENTS TO
PROFILE YOUR DESTINATION

2. International Congress and Convention Association #ICCAWorld#HoustonLaunch
London Tech Week
Tracy Halliwell
Director of Tourism,
Conventions & Major Events

3. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
Merged
Organisation
Funding & Costs
Building
Reputation
context

4. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
Merged Organisation
context

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. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
KPI’s
Jobs
Created
Jobs
Supported
GVA
City Reputation
Reach & Impact

7. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
Funding & Costs
context

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. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
Building Reputation
context

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. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
SECTORS OF EXPERTISE
Finance & Banking
Lifesciences
Smart Cities
Culture & Creativity
Digital & Technology

12. EVENT PARTNER
NETWORK
CITY BACKING

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. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
Financed by the private
sector supported by the
public sector
Partnership

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. #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. #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?

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Reach &
Reputation
• 2019
• 199headlinesintotal
• Totalreach:283,352,196
• Totalengagements:2,136,694
• Coveragein32countries
• +20, 500 tweets
• 225m timeline deliveries
• +8,000 contributors
• 52m reach

20. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association

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Thank you!