Description of the contract
The aim of this contract will be to support delivery of a time bound business events project to 2020, to raise the profile of Wales as a business events destination and identify opportunities for further collaborations with Wales’ Industry MICE products to:
• Raise awareness of Wales as a business events destination, nationally and internationally
• Reinforce positive perceptions of our country
• Communicate the appeal of Wales as a business events destination through a clear, strong and challenger brand proposition
• Engage industry partners throughout Wales to develop a coherent sense of “Team Wales” in this sector engaging in their awareness and participation
• Tell the story of Wales’ greater elevation onto the international business events stage to local stakeholders, media and businesses
• Develop and share a consistent and cohesive framework that summarises the key messages for Wales as a business events destination to segmented audiences such as Associations, Corporates / Agencies and Industry bodies
• Work with business events partners throughout Wales to gather stories, narratives and content that appropriately reflect the sector’s direction of travel
• Develop industry connections, engagement and awareness internationally to showcase the strengths of and opportunities in Wales
• Align to academic, sectoral and ambassadorial opportunities
The wider aims of this contract will be to ensure that Wales attracts business events that are:
• Linked to the industry sectors being targeted for inward investment, foreign direct investment and economic development throughout Wales
• Subjects of academic, scientific or medical excellence or innovation that will showcase Wales as a great place to study work and live, as well as visit.
The objective of delivering this activity is to:
i. Provide a platform to develop and enhance Wales’ tourism product in buyers’ portfolios.
ii. Provide support to the Business Events team on a particularly busy, time bound, delivery project to 2020.
iii. Identify opportunities to support collateral requirements in both digital and print platforms, to further raise the profile of Wales as a MICE Destination on a global scale.
iv. Provide support to Wales’ Industry suppliers who offer a MICE product, to identify opportunities to collaborate at events and through familiarisation visits.
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