Association Event Network September 2019 | Page 17

IMEX Frankfurt Report
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Alcohol is a key ingredient for any first
date, and the Brewers of Europe and
VisitFlanders are an example of how
two organisations can enjoy a mutually
successful partnership over a cold
drink. But another relationship between
convention bureaux and associations can
be found in a nearby city, where they
might be more likely to sit down over a
whiskey on the rocks…
Convention Edinburgh is the
conferencing arm of Marketing
Edinburgh, which handles destination
marketing in the Scottish capital.
The organisation has a successful
ambassador programme, which it
has been using to attract association
business for many years.
Amanda Ferguson, head of business
tourism, explains: “Edinburgh has
operated an ambassador programme
for more than 22 years and currently
boasts over 550 ambassadors. They are
Convention bureaux
based across 25 diverse organisations –
approximately half of which are based
within one of the four universities in
Edinburgh. Convention Edinburgh offers
a comprehensive service to support them
in bringing conferences to the city.”
Those services are far-reaching, and
include everything from bid support
to venue-finding, site inspections,
accommodation booking, social
activities and sourcing suppliers for the
conference. Much like VisitFlanders,
Convention Edinburgh is not sitting
around twiddling its thumbs and waiting
for enquiries – the organisation employs
two researchers who actively seek out
potential conferences and ambassadors
which could come to Edinburgh. They
are the first point of contact with any
association, before sales get involved.
This, Ferguson says, ensures both parties
feel they are a good match before any
business is done.
Could this be, perhaps, the secret
to the 22-year-long happy marriage
between Convention Edinburgh and the
association sector?
Ferguson points us to one recent
example of an association event moving
to Edinburgh – the European Music
Therapy Congress, which is planned
for 2022. Convention Edinburgh’s
ambassadors approached the British
Association for Music Therapy, and a
collaborative bid was won in January
2019. The event is predicted to bring
550 specialists in the field of music
therapy to the city, alongside £1.1m of
economic impact.
Philippa Derrington, chair of the local
organising committee of EMTC 2022,
said: “The support from Convention
Edinburgh was vital in producing a
strong, professional bid which persuaded
the decision makers to select Edinburgh.
“It allowed everyone to play to their
strengths – their knowledge of the city
and experience of winning conferences,
and our experience and reputation
in the field of music therapy, was a
winning combination. Now that the
www.aenetwork.co.uk
Associations
Convention
Edinburgh has
a successful
ambassador
programme,
which it has been
using to attract
association business
for many years.
event is confirmed, they are continuing
to support us to attract delegates, and
ensure we make all the right connections
in the city.”
Association events are not just an extra
income stream. If destinations put in the
effort to court the association sector, and
develop the relationship into a lasting
one, they’ll find the long-term benefits
mutually beneficial for all.
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