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ICCA Destinations Workshop #icca11 TUESDAY 25/10/11

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Presentation on Medical Cities, Education Cities, Knowledge Cities, innovation Cities, Design Cities – How can the Meetings Industry work with these City Branding Concepts. Held during the 50th ICCA Congress. #icca11 TUESDAY 25/10/11

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ICCA Destinations Workshop #icca11 TUESDAY 25/10/11

  1. 1. Medical Cities, Education Cities, Knowledge Cities, innovation Cities, Design Cities – How can the Meetings Industry work with these City Branding Concepts ICCA Congress Leipzig October 25 th 2011 Jerad Bacher – Director – Dubai Convention Bureau Trevor McCartney – Director – Qatar National Convention Centre Jorge Franz – Vice President - Greater Houston Convention and Visitor Bureau Maureen O’Crowley – Vice President - Seoul Tourism Organization Steen Jakobsen – Convention Director – Wonderful Copenhagen Convention Bureau Moderator - Rohit Talwar - CEO – Fast Future
  2. 2. Convention 2020 Research Findings Destination Priorities 2011 Use web /social media more to promote the destination Find differentiators in the face of intense competition Prioritise key events, industries and associations to target
  3. 3. Convention 2020 Research Findings Destination Strategies 2015 Show ROI for event owners/delegates Show longer term contribution to economic development More extensive data mining
  4. 4. To win we Must Focus ‘Beyond Tourism’ Image source: asiatravel.com
  5. 5. Dubai – Developing Key Economic Sectors
  6. 6. Qatar – Leveraging Knowledge Sector Investment
  7. 7. Houston - Enabling New Networks, Partnerships and Collaborations
  8. 8. SEOUL – Supporting City Branding Strategy
  9. 9. Copenhagen – Showcasing the Delegate Experience
  10. 11. QATAR FOUNDATION THE CHALLENGE
  11. 12. Creating a thriving and sustainable post hydrocarbon society in Qatar QATAR FOUNDATION QATAR NATIONAL VISION 2030 THE VISION
  12. 13. QATAR FOUNDATION EDUCATION SCIENCE & RESEARCH COMMUNITY DEVELOPMENT THE THREE PILLARS
  13. 14. EDUCATION
  14. 15. Qatar Academy Qatar Academy Al Khor EDUCATION A POSITIVE START
  15. 16. EDUCATION TRULY INTERNATIONAL
  16. 17. SCIENCE & RESEARCH
  17. 18. Qatar Research Institutes Qatar Biomedical Research Institute Qatar Environmental & Energy Research Institute Qatar Computing Research Institute SCIENCE & RESEARCH HOME-GROWN SOLUTIONS
  18. 19. SCIENCE & RESEARCH A RESOURCE FOR THE REGION
  19. 20. SCIENCE & RESEARCH A RESOURCE FOR THE REGION
  20. 21. SCIENCE & RESEARCH Technology Meets Innovation State-of-the-art research facilities + World Class Researchers = Cutting Edge Technologies INTERNATIONAL PARTNERSHIPS
  21. 22. Enhancing Lives COMMUNITY DEVELOPMENT CULTURAL & HERITAGE, PAST AND FUTURE
  22. 23. Qatar National Convention Centre 2011 – QNCC Completion 300 hectares 2001 – Education City 2003 – Education City 614 hectares 2004 – Education City 754 hectares
  23. 24. THANK YOU
  24. 25. Jorge Franz Vice President of International Sales and Tourism Greater Houston CVB
  25. 26. Houston at a glance <ul><li>CVB Established in 1963 </li></ul><ul><li>Governed by a Board of Directors </li></ul><ul><li>90% of funding from hotel occupancy tax </li></ul><ul><li>75 Employees </li></ul><ul><li>10 Departments </li></ul><ul><li>Dedicated International Department </li></ul><ul><li>Representation Agencies in Mexico, Latin America, Europe and Asia Pacific </li></ul>
  26. 27. Houston by the Numbers <ul><li>4 th Largest City in the USA </li></ul><ul><li>5.2 Million Residents </li></ul><ul><li>66,000 Hotel Rooms </li></ul><ul><li>2 Convention Centers:170,000 m 2 each </li></ul><ul><li>3 Airports: United Airlines largest hub </li></ul><ul><li>110 non-stop Domestic Flights </li></ul><ul><li>66 non-stop International Flights </li></ul><ul><li>3,000 Energy Related Companies </li></ul><ul><li>18 Museum District </li></ul>
  27. 28. The Texas Medical Center <ul><li>Established in 1945 </li></ul><ul><li>1 st Medical City </li></ul><ul><li>49 Non Profit Medical Institutions </li></ul><ul><li>21 Academic Institutions </li></ul><ul><li>14 Hospitals </li></ul><ul><li>3 Medical Schools </li></ul><ul><li>6 Nursing Schools </li></ul><ul><li>5.5 Million patients per year </li></ul><ul><li>93,500 employees </li></ul><ul><li>20,000 advanced degreed professionals </li></ul>
  28. 29. The Texas Medical Center <ul><li>Specialties in: </li></ul><ul><li>Cancer Treatment and Research </li></ul><ul><li>Children’s Care </li></ul><ul><li>Cardiovascular Care </li></ul><ul><li>Burn Victim Care </li></ul><ul><li>Nursing </li></ul><ul><li>Research and Education </li></ul><ul><li>Information Sharing </li></ul><ul><li>Trauma Care </li></ul>
  29. 30. Our Partnership <ul><li>Started in 2007 </li></ul><ul><li>Most medical institutions have International departments </li></ul><ul><li>International Affairs Advisory Council of the TMC </li></ul><ul><li>As new medical cities began to appear, we had to compete </li></ul><ul><li>International competition </li></ul><ul><li>Asked Houston CVB to lead the group in 2010 </li></ul>
  30. 31. How We Work Together <ul><li>Jointly identify medical association business we can pursue </li></ul><ul><li>Medical Tourism marketing </li></ul><ul><li>Houston Airport System Program </li></ul><ul><li>Joint Marketing Promotion </li></ul><ul><li>Joint Health Ministries Promotion </li></ul><ul><li>Introduce International PCO’s and meeting planners to key players </li></ul><ul><li>Starting Ambassador Program </li></ul>
  31. 32. What This Means For the Client <ul><li>Share knowledge with the vast network of medical professionals located in Houston </li></ul><ul><li>Work with the Houston CVB to bring your association clients to the United States </li></ul><ul><li>Have a trusted partner to help you grow your business </li></ul>
  32. 34. 현재 작업중 6 시
  33. 35. If a city doesn’t brand itself… others will.
  34. 37. The tide begins to turn. 2005:
  35. 38. Cheonggyecheon Restoration
  36. 39. Cheonggyecheon Restoration
  37. 40. Cheonggyecheon Restoration
  38. 41. Seoul Plaza
  39. 42. Seoul Plaza
  40. 43. Centralized Bus Lane System
  41. 44. BRAND
  42. 45. New Motto Clean & Attractive Global City 2006
  43. 46. Han River Renaissance Project Redesigning a City
  44. 47. Han River Renaissance Project Redesigning a City
  45. 48. Han River Renaissance Project Redesigning a City
  46. 49. Dongdaemun Design Plaza Redesigning a City
  47. 50. Floating Island Redesigning a City
  48. 51. 2010
  49. 52. Seoul’s Original Design Assets
  50. 53. 2010
  51. 54. Powerful image of Seoul
  52. 57. Not a ordinary FAMTRIP
  53. 58. Re-flection <ul><li>The traditional FAMTRIP: </li></ul><ul><li>Boring </li></ul><ul><li>Costly and time consuming </li></ul><ul><li>Difficult to attract the right clients </li></ul><ul><li>Low ‘buy-in’ from local suppliers </li></ul><ul><li>Poor ROI </li></ul>
  54. 59. Re-thinking <ul><li>The new generation FAMTRIP: </li></ul><ul><li>Inspiring and different </li></ul><ul><li>Educating and entertaining </li></ul><ul><li>Involving and engaging </li></ul><ul><li>Networking & knowledge sharing </li></ul><ul><li>Better ROI for delegates & suppliers </li></ul>
  55. 60. Re-MINDING <ul><li>The educational components: </li></ul><ul><li>Keep delegates active, focused and involved </li></ul><ul><li>Use of unique facilities and alternative locations </li></ul><ul><li>Implement sustainability </li></ul><ul><li>Increase Return On Meeting Investment </li></ul>
  56. 61. Re-programming <ul><li>Free your MIND </li></ul><ul><li>Open your MIND </li></ul><ul><li>Would you MIND involving me? </li></ul><ul><li>MIND the physical set-up </li></ul><ul><li>MIND the Brain... Food </li></ul><ul><li>MIND the Green </li></ul><ul><li>Energizing your body & MIND </li></ul><ul><li>MIND the stay </li></ul>
  57. 62. M.I.N.D. 2011 <ul><li>61 meeting planners from 19 countries </li></ul><ul><li>7 media representatives </li></ul><ul><li>14 local suppliers (venues, hotels, PCOs, DMCs etc.) </li></ul>
  58. 63. M.I.N.D. 2011 - Evaluation
  59. 64. M.I.N.D. 2011 - Media

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