London & Partners quickly launched the #LondonisOpen campaign immediately after the Brexit vote, turning a potential threat into an opportunity, creating a 41% rise in inquiries to London & Partners.
Congratulations also go out to the other three finalists of the 2016 ICCA Best Marketing Award: Greater Bogota Convention Bureau, SKYCITY Auckland Convention Centre and Taiwan External Trade Development Council (TAITRA).
Best Marketing Award Chairman of the judging panel Patrick Delaney (SoolNua): “In these turbulent times, London’s entry was a fantastic example of a destination proactively reacting to a significant change in the political and social landscape. The campaign demonstrated the power of uniting the whole community including key political figures and stakeholders behind a single united brand message.”
Tracy Halliwell, Director of Business Tourism of London & Partners, shared a picture taken on stage during her Best Marketing Ward presentation at the ICCA Congress on social media. She said: “We are delighted to have won this great award in front of so many industry peers. We would like thank the ICCA audience for increasing the reach of the #LondonisOpen campaign by 1600 new impressions and 159 new engagements.”
An eclectic mix of four projects and campaigns competed live on stage on 15 November during a plenary session of the ICCA Congress in Kuching, Malaysia, on the island of Borneo, for this year’s prestigious Best Marketing Award.
As well as a detailed evaluation by an expert panel including past winners, the BMA finalists are judged by a live plenary audience of their competitors and colleagues, and as a result this session has become one of the most eagerly anticipated highlights of each year’s ICCA Congress.
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. The ICCA Best Marketing Award is sponsored by The Meetings Show and is open to ICCA members only.