Post on 10-Mar-2018
transcript
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VisitScotland Business Events are delighted to announce that Project
Legend, our first national Business Events engagement campaign, will
launch on the 6th November 2017.
What is Project Legend 4
How will it work 6
How do we get involved? 10
What will we say? 12
Project Legend timeline 14
Where will we host content? 16
What are the measurements? 18
Unified message 20
LAUNCH 24
Promotion 26
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For the first time, we will have a unified voice with advanced
messaging in the promotion of the Scottish Business Events Sector. We
will evolve our communications from ‘how Scotland’ to ‘why Scotland’
Project Legend will create further alignment with Scottish Government
Growth Sectors and grow our relationships with academics and
industry ambassadors throughout Scotland.
Project Legend will allow further opportunities to strategically enhance
our operation at international trade shows and create industry leading
sales missions in our key markets.
This is our opportunity to educate international buyers on Scotland’s
credentials in order to generate Business Events leads for Scotland.
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Each sector will be showcased for 2 consecutive months with each city
and identified region having a dedicated week to promote their area.
PERIOD SECTOR
NOV/DEC 2017 TECHNOLOGY
JAN/FEB 2018 EDUCATION
MAR/APR 2018 CREATIVE
MAY/JUN 2018 ENERGY
JUL/AUG 2018 LIFE SCIENCES
SEP/OCT 2018 ENGINEERING
NOV/DEC 2018 MARINE
JAN/FEB 2019 SURGERY & MEDICINE
MAR/APR 2019 DIGITAL
MAY/JUN 2019 SPACE
JUL/AUG 2019 HEALTH
SEP/OCT 2019 FOOD & DRINK
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WEEK ACTIVITY
WEEK 1 VisitScotland IntroductionAn overview of the sector across Scotland
WEEK 2 – 5 City Showcase Each Convention Bureau with their associated Conference Centre & universities/industry will have a dedicated week to promote their own messagingon the current sector. Participation by other members in the region is highly encouraged
WEEK 6 & 7 Regional Showcase VisitScotland will promote 2 identified regions strong in the appointed sector. Other regions are encouraged to participate and generate their own content if appropriate during these weeks
WEEK 8 SummaryVisitScotland will round up the themes and key messaging from around Scotland
Per Sector (with each sector showcased for 2 consecutive months)Each week starts Monday and finishes Friday
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DAY MEDIA ACTIVITY
MONDAY VIDEO Introduce your week by outlining your area’s expertise in the identified sector. Make an impact and include your local ambassadors/experts.
TUESDAY -THURSDAY
BLOGS Create 3 blogs (1 per day) that outline the work in the identified sector in your area from three different local experts/organisations.
FRIDAY SOCIALPLATFORMS
Highlight the key messages from your dedicated week.
A suggestion on how your dedicated week should look
Link your messages to the campaign with:
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Project Legend gives you the opportunity to join a national voice for
business events in Scotland, but keeping your style, your identify and
your uniqueness.
CONVENTION BUREAUS
- Showcase your city, your universities, your research centres
- Tell stories from your experts, your academics, your industry
leaders
- Record them, write about them and encourage them to write
about themselves, their work and their institutions
- Talk about the events you’ve hosted or are going to host that
connect with the current sector
- Encourage the whole city to take part. Get stories, videos from
across the region and ensure everyone likes and shares your
content online and with their clients
CONFERENCE CENTRES & UNIVERSITIES
- Collaborate with your convention bureaus (if applicable) as well as
creating your own content. The more content produced by your
city/region, the higher the exposure
- Talk about your clients, ambassadors & academics. Video them and
write about them
- Share your events past and future that link into the current sector
- Share case studies that link into the current sector
HOTELS & VENUES
- Share your events past and future that link into the current sector
- Talk about your clients and ambassadors, video them and write
about them
- Does your venue play a unique role in some or all of the sectors
(e.g. museums, universities etc.)? 13
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TYPE HOW
SOCIAL MEDIA
VisitScotland will monitor the campaign hashtag on twitter: and report back on a monthly basis
Content shared on LinkedIn should also use this hashtag and link to the VisitScotland Business LinkedIn page
EMAIL VisitScotland will ask for database size and number of opens for each email sent in relation to the campaign, if applicable.
WEBSITE VisitScotland will monitor the increase of traffic to conventionscotland.com and on the specific campaign pages.
LEADS VisitScotland will request a simple monthly report on leads generated by this campaign to include; amount, sector, delegates, value. No sensitive information will be requested.
PR AVE (Advertising Equivalent Value) will be calculated throughout the campaign.
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Project Legend will create many stories from around the country that
delve into our innovative spirit, our pioneering ambition and bold
outlook. These stories will come across in many formats and in unique
style. What will unite them will be a unified message for Scotland.
All content should highlight the campaign message
Download this logo:
http://www.conventionscotland.com/Legend/Technology
All content should be shared with the hashtag
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CALL TO ACTION
Create ideas. Create change. Create events in Scotland.
KEY MESSAGES
#IDEASBECOMELEGEND
Scotland, Where Ideas Become Legend
Events create ideas, ideas create change, Scotland where ideas become legend
Events drive progress, events drive development, events drive ideas. Scotland, where ideas become legend
Events create connections, events create collaboration, Events create ideas. Scotland, where ideas become legend
Innovation, invention, pioneering. Scotland. Where ideas becomelegend
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PERIOD ACTIVITY NOTES
Jan 2018PCMA Convening Leaders
Promotional work and PR during and after PCMAConvening Leaders Conference in Nashville
Spring / Summer2018
US Education Forums
Promotion of Project Legendand use of generated content during US sales missions/education forums
May 2018 IMEX FrankfurtProject Legend reception and PR activity
Jun 2018 Meetings Show UKProject Legend reception and PR activity
Oct 2018 IMEX AmericaProject Legend reception and PR activity
Nov 2018 Renewal Campaign
Marking the first year with a ‘look back’ PR campaign on Project Legend progress with national & international press with supporting activities
Nov 2018 IBTM BarcelonaProject Legend reception and PR activity
Throughout INNOVATETHENATIONWhere appropriate, national ambassador network activity will link with Project Legend
An example of our continued promotion of Project Legend throughout
year 1. This list is not exhaustive and more activity will be included
when opportunities arise.
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