"In November 2014, the Monaco Tourism and Convention Authority received the prestigious ICCA award for the Best Marketing Campaign. The Monaco Convention Bureau presented its communications campaign to a panel of over 750 professionals, composed of directors of associations, event planners, experts, journalists, directors of convention bureaus and congress centers from five continents. This marketing campaign was selected by the jury, thus beating the « heavyweights » in the Congress sector like Amsterdam and Copenhagen. The students of the IUM MSc in Digital Marketing are delighted with this victory as they have worked hard several months to propose to the Monaco Tourism and Convention Authority a relevant digital strategy. Indeed, as part of their curriculum (MSc in Digital Marketing corporate project), the students have made recommendations and suggested various ideas and solutions to appeal directly to the reader, overcome negative stereotypes, and highlight the professionalism of Monaco’s economic and touristic players." [http://www.monaco.edu/news-business-school/index.php/msc-in-digital-marketing-corporate-project] I can count myself lucky to have been part of one of the two groups from IUM who presented their recommendation to the Monaco Tourism and Convention Authority. We feel honoured to have contributed (to whatever extend) to the succes of this campaign. This strategy was created, and presented, by: Christiaan Barnard, Thomas Lyseggen, Gregory Meynaud, and myself.

1. VisitMonaco Mice Group
Thomas Lyseggen
Christiaan Barnard
Gregory Meynaud
Robert Langereis

2. Agenda
◼Benchmark
◼ Method & structure used
◼TOWS
◼ Situation
◼Objectives
◼ Strategy – Tactics – Actions
◼ Control & KPI’s
2.

3. Barcelona Convention Bureau
◼Barcelona is the fourth most preferred destination in
the world* (2013-ICCA)
◼International congresses such as: EIBTM and Mobile
World Congress.
◼EIBTM is the leading global event for the meetings,
incentives, events and business travel industry (MICE)
3.
*ICCA 2013 statistics: 2013 Top 20 Rankings for countries and cities

4. Barcelona Convention Bureau
◼Twitter: “Only” 1644 followers, no separate page, several posts a day, few
followers, but “rich” on content.
◼Facebook: 25.000 fans, no separate page, rich content, strong interaction
◼ Linkedin: No page, if you search them you go to EIBTM page (positive)
◼ Lack of consistency in brand name on each platform {TW: Barcelona Turisme,
FB: Visit Barcelona…}
4.

5. Vienna Convention Bureau
◼Vienna is the third most preferred destination in the world*
(2013-ICCA)
◼The Vienna convention bureau sells its city as the perfect
destination by emphasizing:
◼ Central Europe’s leading conference city.
◼ Offer services free of charge.
◼Excellent congress infrastructure.
◼ High standard of conference support services.
◼Several famous cultural attractions.
◼ Support initiatives and projects - green meetings,
sustainability and CSR
5.

6. Vienna Convention Bureau
6.
◼Twitter: Separate page (b2b.wien.info ), only in German, 2953
followers, several posts a day, no idea on content
◼Facebook: No separate page (part of wien.info), 31K fans, great
content! (for MICE..)
◼Linkedin: Separate page (Vienna Convention Bureau), 184 followers,
last post… 7 months ago…

7. Prague Convention Bureau
◼Prague is the eleventh most preferred destination in the world* (2013-
ICCA)
◼ “Inspiring” (‘The people of Praque understand me’- W.A. Mozart)
◼ “Connecting” (‘The crossroads of Europe’- The heart of eastern europe. Very safe!)
◼ “Accessible” (having 58 airlines, that fly to 121 destinations in 43 countries)
◼ “Traditionally modern” (venues for all styles and tastes: from modern to traditional)
◼ “High value for money” (High quality infrastructure with affordable prices for
accomondation, food/drinks and activities)
*ICCA 2013 statistics: 2013 Top 20 Rankings for countries and cities
7.

8. Prague Convention Bureau
◼Twitter: Separate page, only 115 followers several posts a day, but
linked to facebook….
◼Facebook: Separate page, 489 fans, great content! (for MICE..)
◼Linkedin: Separate page, 253 members, closed group
8.

9. Visit Berlin Convention Office
9.
◼Berlin is the fifth most preferred destination in the world* (2013-ICCA)
◼Berlin is champion regarding growth rates
(2013: annual growth + 8.2 % in overnight stays).
◼Turnover x 2 in 10 years: the tourism and convention industry in
Berlin reached (in 2011) a record turnover of 10.3 billion euro – the
figure has doubled within past ten years.
◼2013: More than 11 million visitors and 26.9 million overnight stays.
◼Approx. a quarter of all hotel over- night stays are those of
conventions guests.
*ICCA 2013 statistics: 2013 Top 20 Rankings for countries and cities

10. Visit Berlin Convention Office
10.
◼Twitter: No separate page, only 8290 followers several posts a day,
◼Facebook: No separate page, 26K fans, great content! (for tourists…)
◼Linkedin: Separate page, 111 followers. No content…

11. Lisbon Convention Bureau
◼Lisbon is the ninth most preferred destination in the
world* (2013-ICCA)
◼Location: Lisboa is located 1-3 hours from most major
European cities, and 5-8 hours from the US.
◼Competitive prices: Cost of living is lower than in most
Europe , most competitive accommodation rates
◼Friendly: very tolerant city; “We make people feel at
home”
◼The City Resort: Lisboa is the only European capital with
sandy beaches 20 minutes away from the cobbled stone
city centre
11.
*ICCA 2013 statistics: 2013 Top 20 Rankings for countries and cities

12. Lisbon Convention Bureau
◼Twitter: No separate page, several posts a day, few followers, but
“rich” on content.
◼Facebook: No separate page, lot of followers,
◼Linkedin: (Merger of both), not updated, no logo, no name
consistency.
12.

13. SOSTAC 13.

14. 14. TOWS
Strengths:
Economy: Stable and diversified
economic platform, attracting
individuals and entrepreneurs from all
over the world.
The Principality: Reputation,
accessibility, climate & beauty of the
principality.
Weaknesses:
Problem of perception: Some people
and companies find Monaco frightening
due to the glamorous and luxurious
image.
Opportunities:
Better use of social media platforms.
Growing sectors of luxury and eco.
SO Strategies:
Use social media to promote the
environment of the country and
Monaco as a European business
centre.
WO Strategies:
Build on the luxurious (and eco)
image of Monaco, so it becomes
strength rather than weakness.
Threats:
Very good MICE destinations in Europe
(and France). 14/20 top ranked
destinations for MICE are in Europe.
ST Strategies:
Use the stable economic image to
make it as a unique city in order to
counter the competition.
WT Strategies:
Focus on the good niche of Monaco
(Nice country). Luxury, fashion,
sports, motorsport industry, fashion,
gambling etc…

15. REACH & ACT
◼Situation analysis
◼Objectives
◼Strategy
◼Tactics
◼Action
◼Control

16. 16.
Situation analysis
◼No differentiation VisitMonaco & MICE
◼ No clear branding
◼ No digital strategy
◼ Difficult to find (SEO/SEA)
◼ No social (no strategy)
◼ Direct competitor: Monaco Convention Hotel (Brasil)
◼NO MOBILE

17. Objectives
 Reach customers/companies (decision
makers)
 Have clear communication & branding of
MICE & make use of current image (positive
side)
 Attract new industries (Luxury & Green
sectors)
17.

18. Berlin
Healthcare & services 15
Fashion/design/lifestyle 8
IT/Media/Communication 5
Business & strategy 4
Education 4
Travel 2
Heavy industry 2
Spirituality & Religion 2
Politics & economics 2
Unknown 8
52
Vienna
Healthcare & services 13
Science 6
Politics & economics 5
IT/Media/Communication 4
Heavy industry 5
Fairs & exhibition 2
Travel 1
Law 1
Toys 1
Unknown 4
42
Lisbon
Healthcare & services 13
Science 8
IT/Media/Communication 7
Education 2
Politics & economics 2
Environmental/green 1
Travel 1
Design 1
Sports 1
Unknown 4
40
Prague
Healthcare & services 13
MICE 5
Travel 4
Finance 4
Religious 3
Science 3
Education 2
Heavy industry 2
IT/Media/Communication 1
Environmental/green 1
Design 1
Toys 1
Unknown 4
40
Monaco
Luxury 5
IT/Media/Communication 4
Art 3
Ecological 2
Gastronomy 2
Decoration & design 2
Insurance 2
Night life 2
Fashion 1
Culture 1
Literary 1
Games 1
Unknown 4
26

19. Branding – MICE Visit Monaco
 Strategy: Monaco Convention Bureau!
 Tactics: Landingpage (friendly URL, sector
tabs) => the owned digital hub of MICE
Monaco
19.

20. SEO + SEA
 Tactics:
• SEO: Website structure, landingpage, Google Maps, Google +
(+Linkedin +Facebook), Mobile, etc.
• SEA: target competitors, main keywords, Monaco Convention
Hotel (Brasil)
20.

21. Google + (& Google services)
 Google+
 Google maps
 YouTube – pre-roll
 (GDN network)
21.

22. Social Media
22.
 Strategy
 Facebook
 LinkedIn
 Google+
 Tactics
 Post industry content
 Trends and experts
 Fact & Figures
 Need to knows
 Integration

23. Social Media - Example

24. Mobile
24.
 Strategy
 Mobile Website
 Tactics
 No application
 Responsive mobile design
 Social Implementation
 Customer Service

25. Email
25.
 Strategy
 Email Campaign
 Tactics
 Follow up emails
 Personalized
 Newsletter Subscriptions
 Template that matches new branding
 Localization

27. Website Optimization
◼Keyword
◼Name everything (Image, text, content)
◼ Compare and adapt
◼Relevant title and page headers
◼Develop a good structure (Use sitemap)
◼ Friendly Url

28. Email Optimization
◼Subject Line : grab the reader’s attention
◼Sender Name : Build trust and privacy
◼Personalization : make them feel unique
◼Image : Appealing
◼Call-to-Action :You want your readers to click through
and convert
◼Social Sharing Links : to encourage your readers to
share your content
◼Unsubscribe Link : make your open rates and click-through
rates more accurate

29. Control (KPI’s)
Social media
◼ Facebook
◼ Twitter
◼ Google +
◼ Linkedin
Website
◼ Unique visitors
◼ New visitors
◼ Time on site
◼ Conversion rate
29.
Emailing
◼ Delivery rate
◼ Open rate
◼ Click through rate
◼ Conversion rate
◼ ROI
◼ Unsubscribe rate

30. Thank you for your attention
Any questions ?
30.