30 GCB NEWS – REVIEW THEME YEAR 2012
Synergies and impetus in important international markets
n In the year 2012 , the GCB German Convention Bureau together with the German National Tourist Board ( GNTB ) realised the theme year “ Business Travel Destination Germany – Trade Fairs and Conventions ”. The final assessment of the two partners is positive .
In conjunction with the joint theme year , the GNTB and GCB intensified their partnership-based co-operation even further and implemented numerous measures . The goal of the theme year was to tap into the great potential of Germany as an international business travel destination in important markets more effectively , thus reinforcing the competitiveness of Germany in that area for the future .
In consultation with the GNTB , the GCB developed a plan of action encompassing measures such as online communication , development of a brochure , educational trips , trade fairs , press and public relations work as well as market research . With respect to content , the main focus was the thematic aspect of “ Green Meetings ”. That was the title of the brochure published jointly by the GNTB and GCB : “ Sustainability for success - Conferences , conventions & events in Germany ”. In connection with theme year related activities , the publication served as basic information as did the specially produced image film “ Green Travel ”.
In addition , the GCB also presented its newly designed website www . gcb . de in the spring of 2012 as the kickoff of the theme year and in close co-ordination with the GNTB . Since then , it has also been available in additional languages of the most important primary and futureoriented market , besides in German and English .
n Focus on source markets The GNTB and the GCB organised a large number of events in conjunction with the initiative in order to present Germany internationally as a business travel destination . In the period from February to December 2012 , events were held in Belgium , Denmark , France , the United Kingdom , Austria , Switzerland , Spain and the USA . There was also a press trip to Germany for international media representatives . A wide range of important multipliers took part in the events : event planners , journalists as well as representatives of companies , associations and agencies .
At those events , the convention and meeting destination Germany primarily presented itself with its trend-setting commitment in the area of “ Green Meetings ”. Another thematic focus was Germany ’ s competence in important business and science sectors – besides infrastructure and price-performance ratio , that aspect is gaining in significance as a criterion for the choice of a destination . That focus was reflected in selection of high-calibre speakers for the events of the theme year 2012 :
Michael Lohscheller , Executive Vice-President of the Volkswagen Group and Chief Financial Officer of Volkswagen in the USA , spoke at the customer event in New York , whereas Martin Riecken , Director Corporate Communications Europe of Lufthansa AG , gave a speech at an event in London . Phillipe Krasnopolski , Director Communication at BASF , gave a keynote speech in Paris on the subject of “ Sustainability and social responsibility ”. In Vienna , Thomas Morawski , Studio Manager of the ARD Studio in the Austrian capital , focused attention on the role of global events in the field of politics , science , culture and sports . Furthermore , aspects such as the future development of mobility , the creative industry or Germany as a media location were illuminated at additional events .
Further events are scheduled in the markets of China , Russia and Poland in the year 2013 .
The location of Germany is thus also benefit from the theme year out of the synergies created and the important pulses in the target markets . www . germany-meetings . com www . germany . travel