CASE STUDY

strategic plan

The Slovenian Convention Bureau is a member-based organisation funded by a combination of government contributions and membership fees from convention centres, hotels and venues. Its raison d'être is to attract high yield meetings, incentives, conferences and events (MICE) to Slovenia. We were asked by Miha Kovočič, Executive Director of the Bureau, to work with him on the creation of a 3 year strategic plan aimed at improving visibility for Slovenia as a MICE destination and improving its position on the ICCA rankings of conference destinations.

1. objective

Improve visibility of Slovenia as a MICE destination; improve ICCA ranking; increase MICE business.

2. target audience

Meetings, Incentives, Conferences and Events Planners both Corporate and Association.

3. activation

We identified 10 strategic priorities for the 2015 – 2017 period and selected 4 to work on during the 2015 calendar year – brand language and pillars, brand value proposition, elevator pitch and trade show marketing.

4. result

Deploying the new brand and communications tools, the number of contacts attracted to and scanned at the Slovenian Convention Bureau booth at IBTM World, Barcelona in November was 680, an increase of 230 over the same event in 2014.