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VisitScotland Business Events win the ICCA Best Marketing Award

ICCA have announced VisitScotland Business Events as the winner of this year’s prestigious ICCA Best Marketing Award at the closing ceremony of the 57th ICCA Congress  in Dubai, United Arab Emirates.

Rory Archibald, Associations and Sectors and Neil Brownlee, head of Business Events VisitScotland were presented with the prestigious award by David Chapple, group event director, The Meetings Show and James Rees ICCA President.

“It’s just an outstanding feeling, we are all so thrilled, it’s been so much hard work that has paid off… we seriously could not be happier!”Archibald, business development manager at VisitScotland Business Events told M&IT.

“I’m so proud that we’ve won the ICCA Best Marketing Award 2018. Our hard work and support has given us this great result! This proves that a low-cost campaign can achieve some fantastic results through hard work and support. This win has provided great momentum for the second year of the campaign, which is looking to be just as successful as this years,” he added.

VisitScotland Business Events used a low cost, high- impact social media campaign, Ideas Become Legend to unite the Scottish Business Events industry with one voice and connect associations and Scottish expertise.

The campaign impressed the judges and ICCA Congress delegates with the unique mobilisation of online storytelling and focus on impact beyond immediate financial return.

VistScotland’s digital campaign, “Scotland Where Ideas Become Legend”, was designed to distinguish Scotland as a unique destination for international association meetings with opportunities for associations across multiple disciplines. VisitScotland’s ongoing social media campaign #IdeasBecomeLegend unifies participating organisations from inside and outside the country’s business events industry under a single national message: Scotland contributes to shaping the modern world.

The campaign highlighted Scotland’s centuries of innovation and five top 200 ranked Universities, as well as a pioneering spirit.

The other two finalists of the ICCA Best Marketing Award 2018 were The Hague Convention Bureau with, Cyber Security Week 2017 and the Serbian Convention Bureau with Apimondia 2021.

All three finalists were put through their paces during a detailed evaluation by an expert panel which included past winners, competing in front of a live audience made up of industry colleagues and competitors during a dedicated and packed plenary session at the ICCA Congress in Dubai.

Each finalist had fifteen minutes to convince the judges and audience before final voting began.

Chairman of the Best Marketing Award judging panel, Patrick Delaney of SoolNua, said: “VisitScotland created a campaign that was legendary in scope and vision, while being cost-effective and grounded in excellent execution.

“The campaign showed extraordinary vision in bringing together the local community/stakeholders from all over Scotland in an engaging and emotional way to communicate a common vision the power and impact of meetings.”

The Best Marketing Award session has become one of the most eagerly anticipated highlights of each year’s ICCA Congress, with the winner traditionally announced during the closing ceremony.

The ICCA Best Marketing Award, established in 1997, recognises the excellence and outstanding achievements of organisations in their effort to market their destination or product. Entries are open to ICCA members from all sectors and geographical regions and are diverse in content: submissions can range from full scale campaigns and branding exercises to individual promotions and events. The ICCA Best Marketing Award is sponsored by The Meetings Show.

The 2018 ICCA Congress was the biggest ICCA Congress ever held outside Europe, with 1,156 attendees from 79 countries travelling to Dubai for the event.