Catalonia: conventions, incentives and events

Year

2012 – 2014

Client

Catalunya Convention Bureau – Catalan Tourism Agency (Spain)

Applied services

Consultancy

The project

To conceive and develop a commercial means to help and facilitate the promotional and commercial task undertaken by the Catalunya Convention Bureau.

The challenge

In 2010, the Catalan Tourism Agency began the creation of the Catalunya Convention Bureau, the entity necessary for engaging in the biggest and furthest away events: a clear sign of intent for the development of business tourism. From its beginnings, the Catalunya Convention Bureau has incorporated businesses, both professional and agencies, that offer specialized services in these areas of tourism.
Inside this framework the Catalunya Conventions, Incentives and Events project was started with the specific aim of developing the product and strengthening the bid itself and the commercial ability of the Catalunya Convention Bureau, as well as the creation of business towards its partners.
The challenge was to provide a commercial tool to allow Catalunya to be presented, globally but also in detail, as a destination for conventions, events and incentive trips:

To identify and establish the offer of meeting rooms and incentive offers available and marketable throughout Catalonia and focused on a corporative client-base.
To segment the area into a single type environment and into concrete destinations with an equal structure of offer in a determined geographical location.
To embody in a commercial catalogue the different offers and possibilities that Catalonia offers, making the same emphasis on details, features and specialties of each respective area.
To move the gathered and available offer into a commercial presentation that is visual, modern and attractive.

Actions taken

The exploratory benchmark analysis of the politics and incentives programs that are being developed in 3 international destinations.
1 group dynamics with 35 members of the CCB, coinciding with one of the internal organism’s Workshops.
35 personalized interviews with professionals of the tourism sector orientated at MICE.
The documental analysis, search and research to identify a distinguishing offer of interesting incentive activities.
A communications email to the partners of the Product Clubs of the ACT asking them about the incentive activities offer.
Written and telephone follow-ups to the businesses and agencies of the sector for the transmission of activity proposals and for images of meeting rooms and activities.
The creation and development of a database with more than 1000 activity logs and more than 830 meeting rooms.
2 Technical commissions and 19 internal follow-up meetings with the CCB.
3 meetings with 7 Convention Bureau.
The design and elaboration of a commercial catalogue that presents the global offer of Catalonia regarding the spaces for meetings, events and incentive activities. In 3 versions: Catalan, Spanish and English.
The design and elaboration of a commercial presentation that presents the global offer of Catalonia regarding the spaces for meetings, events and incentive activities. In 3 versions: Catalan, Spanish and English.
The determining of recommendations about Marketing Actions and Communications.

The result

A database with more than 1000 activity logs and more than 830 meeting rooms.
A 121-page commercial catalogue that presents the global offer of Catalonia regarding the spaces for meetings, events and incentive activities. In 3 versions: Catalan, Spanish and English.
http://act.gencat.cat/wp-content/uploads/2015/03/CCB_cataleg_ENG.pdf
A commercial presentation that presents the global offer of Catalonia regarding the spaces for meetings, events and incentive activities. In 3 versions: Catalan, Spanish and English.
https://prezi.com/gtswvcaibgag/eng-conventions-incentives-and-events/