Glasgow: this year’s ICCA marketing model

A joint entry from Glasgow City Marketing Bureau and the Scottish Exhibition and Conference Centre won the ICCA Best Marketing Award 2011. The winner was announced during the closing session at the 50th ICCA Congress in Leipzig, Germany.

Aileen Crawford, Head of Conventions at Glasgow City Marketing Bureau and Ben Goedegebuure, Director of Sales at the Scottish Exhibition and Conference Centre presented The Glasgow Model as a case study of the World Parkinson Congress 2010.

“In today’s economic climate, we’ve all had clients who are increasingly nervous about funding for their events, worried about their delegates numbers and the overall financial success of their congress. And we feel it is our duty to support them in any way that we can. In Glasgow this made us think differently about what we needed to do to remain successful because we are not a capital city and we have to build on our strengths. Most importantly, we realised that it was not enough to be ‘just’ suppliers to our clients. We had to change into active partners and become stakeholders in our clients’ event.”

“We had to come up with a new way of working unlike anything that we had done before that would not only address our client’s financial concerns but would create an even stronger bond that goes beyond a client – supplier relationship. We call this new approach ‘The Glasgow Model’.

The other finalists of this year’s Best Marketing Award were China Star Travel and the Poland Convention Bureau.

The ICCA Best Marketing Award, established in 1997, recognises the excellence and outstanding achievements of organisations in their effort to market their destination or product. Entries can range from full scale campaigns and branding exercises to individual promotions and events.
 
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Paul Colston

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Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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