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