#ICCAWorld iccaworld.com Session code: 53rd ICCA Congress Creation of a Brand Ambassador through a cross medial campaign. The Story of Mr. Holland SE01
Sunday Education_Destination Marketing_Content Going Viral_Mr Holland
Jul 12, 2015
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#ICCAWorld iccaworld.com
Session code:
53rd ICCA Congress
Creation of a Brand Ambassador through a cross medial campaign. The Story of Mr. Holland
SE01
A SHORT VIDEOCLIP
Meet Mr Holland 2013
TARGET AUDIENCE & OBJECTIVES
The objec)ves To increase the awareness for Holland as a mee3ng des3na3on, by the end of 2013, 65% of the defined high poten3al corporate mee3ng planners and intermediaries will be familiar with Mr Holland and what he represents.
S3mulate the number of interna3onal business events in the Netherlands by genera3ng an economic value at a ra3o of 1:25 (Each invested Euro in the brand campaign delivers 25 Euro into the Dutch economy)
1. 2.
Target Audience The most valuable countries and regions of origin, for interna3onal mee3ng professionals with poten3al for the Netherlands, are North America, United Kingdom, Belgium, Germany, France and Scandinavia.
MARCOM SCHEDULE 2013
Direct Mailing
E-‐Direct Mailing
IMEX Mailing IMEX Follow Up
UK MS Mailing
UK Mee3ng Show
Follow Up
IMEX Mailing IMEX USA
Follow Up
Direct Mailing
E-‐Direct Mailing
EIBTM Mailing EIBTM Follow Up
2013 • E-‐newsleVers
• Telemarke3ng
• Social Media
NEWSLETTERS
8 times a year approx. 20.000 meeting planners received the Mr. Holland Newsletter. Average opening rate is set at 7 %.
februari maart april mei juni september oktober december
Social Media 2013 | Followers
1 January 2013 1 December 2013 Increase
Likes Facebook 442 907 105%
Followers Twitter 3487 4097 17%
Connections LinkedIn
956 1759 84%
Connections Google+
35 123 251%
Followers Pinterest
81 245 202%
Followers WP Blog 10 83 730%
Totaal 5011 7214 44%
Social Media 2013 | Engagement
MPI EMEC
IMEX FR.
MEETINGS SHOW
IMEX AMERICA
EIBTM
Facebook TwiVer TwiVer reply LinkedIn LinkedIn likes
EIBTM 2013
Direct Mailing
E-Mailing
EIBM Mailing
EIBTM
Soc
ial
Med
ia
Telemarketing
27 October 29 October 13 November 19 – 21 November 22 November 25 November – 20 December
Follow up LinkedIn
Direct Mailing October 2013
By the end of October almost 3000 selected meetingplanners received a direct mail with a call to action to www.meetmrholland.com Results: Reach 2.875 100% Visits to campaign website 10%
Direct e-mailing 2013
Next to this DM, around 14.430 international meeting planners with potential planners received a direct mail with a call to action to www.meetmrholland.com Results: Reach 14.430 100% Opening rate 21% Unique Visits to campaign website 11%
www.meetmrholland.com
EIBTM 2013
• 9 group presentations at Holland Meeting Point
• 688 scanned contacts
• 169 meeting planners on photo on Facebook
EIBTM 2013 in figures
EIBTM 2013
RESULTS
The return on objec)ve
Telemarke3ng revealed that 78% of the defined high poten3al corporate mee3ng planners and intermediaries were familiar with Mr Holland and what he represents. The target for
2013 was 65%. The return of investment In 2013 the NBTC received 123 Requests for Proposal with an economic value of € 13.292.875. Which means a ra3o of 1:30. The target for 2013 was 1:25.
QUESTIONS?
#ICCAWorld iccaworld.com
Session code:
53rd ICCA Congress
Thank you for your attention
SE01
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