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Meetings – business beyond tourism-the dutch and the swedish

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Meetings – business beyond tourism

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Meetings – business beyond tourism-the dutch and the swedish

  1. 1. MEETINGS – BUSINESS BEYOND TOURISM THE DUTCH APPROACH
  2. 2. NBTC Holland Marketing is responsible for branding and marketing the Netherlands nationally and internationally. Using the ‘Holland’ brand, NBTC puts the Netherlands on the map as an attractive destination for holidays, business meetings and conferences.
  3. 3. My organization in numbers: 70 4 16 2,1 8 11
  4. 4. Spread in time Regional spread Holland Branding Holland Value Holland Volume • To Position and connect • To realize Growth Perspective • Giving direction to the Growth Our Strategy based on 5 pillars
  5. 5. HollandCity Retain marketshare Giving direction to the growth • Regionale spread • Spread in Time • Value Overall Holland Branding & Marketing Strategy Holland DNA Holland Passions (Reasons to travel Districts City or region that claims a distinctive theme Story Lines Cooperation between places around a distinctive theme Approach Event years Specific and distinctive theme with urge to travel
  6. 6. My market in numbers: sorry, in Dutch…
  7. 7. The market: how do we define it Corporate Business Events Market Association Congress Market
  8. 8. The market: how do we define it The 9 top sectors are: • Agro & Food • Chemicals • Creative Industry • Energy • High Tech Systems and materials • Life Sciences & Health • Logistics • Horticulture and Propagating Stock • Water
  9. 9. The creation of a strategic partnership 6 partners, 1 goal & various instruments to reach that same target
  10. 10. HOLLAND CONGRES ALLIANCE
  11. 11. HOLLAND CONGRES ALLIANCE
  12. 12. HOLLAND CONGRES ALLIANCE
  13. 13. HOLLAND CONGRES ALLIANCE
  14. 14. HOLLAND CONGRES ALLIANCE
  15. 15. Corporate Business Events Market The market: how do we define it (and approach it)
  16. 16. From conceptual design to final visuals Basic concept: we work for and in an industry where personal exchange of knowledge is key
  17. 17. Mr. Holland = - Sportive - Humorous - Man of the world - Charming - Smart - Warm personality - Cocky - Open minded - Original - Adventureous - Punctional - Reliable - Hospitable - Experienced - Accessible From conceptual design to final visuals
  18. 18. From conceptual design to final visuals
  19. 19. From conceptual design to final visuals
  20. 20. Meet Mr Holland
  21. 21. Communication & Design: examples
  22. 22. Communication & Design: examples
  23. 23. Communication & Design: examples
  24. 24. Communicationplan 2015 & 2016 IMEX EU Follow up 2015 • Social Media • Press & Pr • Telemarketing • E-newsletters Follow up Follow up Follow up IMEX e-mailing TMS e-mailing IMEX e-mailing EIBTM e-mailing The Meetings Show IMEX US EIBTM
  25. 25. Social Media 2015 | Engagement
  26. 26. Mr Holland in 2014/2015 | Themes
  27. 27. Our partners are key
  28. 28. Mr Holland is engaging
  29. 29. CURRENT THEME MEET MR HOLLAND CAMPAIGN
  30. 30. A videoclip
  31. 31. Thank you!

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