Spotlight was engaged to create and implement a communications campaign to inform the MICE industry worldwide (a focus on Europe was key) of the official opening of the Flander’s new convention centre in the heart of Antwerp. Located within one of the world’s best preserved and award winning 19th century zoos, the Center provided the Meetings Industry sector with a new venue for the 21st century.
Key to the PR strategy was assisting with the “Room with a Zoo” branding, creating ideas that would show stand-out for FMCA at the year’s trade shows in Europe. Ideas that would also generate media interest. We were also asked to co-ordinate media attendance for the opening and their official guest Her Majesty Queen Mathilde of Belgium. Our focus was to show how different the venue was, how its breakout sessions and downtime would allow delegates to interact within the zoo’s environment, networking alongside elephants, giraffes and of course their mascot – Matadi the gorilla!
We also suggested social media campaigns, give-away ideas for MICE industry events to help drive buyers to the FMCCA stand, adoption of zoo animals by event planners to provide engagement with the centre year-round, promotion of conservation and breeding programmes, asking event planners to take a toy and for FMCCA to ‘follow’ its travels through social media. A press trip of the key MICE editors was the culmination of the campaign.