Beginning November 2016, the 365-day Bridge to Prague Campaign has delivered incredible results and boosted the image of destination many folds. MICE INDIA shares key features of its successes
Shekhar | Editor | MICE INDIA | 4 February 2018
The Bridge to Prague Campaign, by the Prague Convention Bureau and ICCA (the International Congress and Convention Association), took-off with one single objective. To introduce Congress Prague to global MICE and Meetings Professionals who were considering attending the 56th ICCA Congress in Prague between 12-15 November 2017.
Post the super-successful ICCA event (read full show story here), the campaign conclusion brings forth spectacular far-reaching outcomes and the MICE world has taken a note of it.
Exceptional Campaign Results
First, the campaign encouraged 1,264 Meeting experts from 79 countries attend the 56th ICCA Congress in Prague, which in itself was the thundering success point of the campaign. This was ICCA’s largest show ever, recording an increase of over 25% in delegate attendance. The key objective of the year-long Bridge to Prague campaign was accomplished most notably. The MICE and the Meetings world had given Prague a resounding, bold acclamation.
Bridge to Prague Campaign theme
For the uninitiated, Prague is a destination with 677 bridges in the city. Google Prague and the images will have a bridge as an integral part. The iconic Charles Bridge in Prague celebrated the 660th anniversary of its foundation stone laying in 2017 – making it a great destination-campaign connect theme. The online and print campaign built-around the bridge connection linked the international meetings industry as a bridge and relationship builder, with Prague at its centre. And this worked extremely well.
Leveraged the opportunity, most-productively
The international MICE media (from USA, Germany, Brazil, Great Britain, Australia, Slovenia, India, Singapore and the Czech Republic) partnered, supported and worked hand-in-hand with Prague CVB to help achieve this feat. Over the year, a total of 298 articles informing about the 56th ICCA Congress were published in the media, worth more than 475,000 Euros.
The Congress’s official website recorded almost 31,000 visits from over 14,000 unique visitors spending an average time of 2.3 minutes on the web in the busiest period between the beginning of August and end of December 2017. The visit rate of the website of Prague Convention Bureau, the organizer of the 56th ICCA Congress, rose by 24% year-on-year in October and November.
Social media networks generated in excess of 57% of all communications, 34% online media and 9% print media. Clearly social is the way to go. Twitter dominated the social engagements. The #BridgetoPrague hashtag saw 2,663 posts and touched 674,000 people with a total of more than 3.1 million impressions. Do we say anymore?
Now that’s what you expect of the 11th best MICE destination. Prague. Kudos to the Prague Convention Bureau team. Truly, Prague Inspires. #BridgetoPrague