Copenhagen CVB Takes 2014 ICCA Best PR Award
Earlier today, Wonderful Copenhagen CVB was named the winner of the 2014 ICCA Best PR Award at the 53rd ICCA Congress in Antalya, Turkey among ICCA’s 1,051 members.
The judging panel was comprised of editorial representatives from International Meetings Review’s publishers LINK and ICCA’s PR staff. The judges evaluated the PR activities and coverage of ICCA members over the course of the year and ultimately chose Wonderful Copenhagen CVB as the winner among the selected four finalists (including the German Convention Bureau, Abu Dhabi National Exhibition Company and Malaysia Convention & Exhibition Bureau).
Wonderful Copenhagen CVB fulfilled the judges’ criteria - strong story-telling, high-visibility coverage, brand consistency, PR reaction to a crisis, and PR that showcases success, covering both traditional print and web/social media channels.
Copenhagen has been in the top 20 of ICCA's list of World’s Most Popular Convention Cities, and earned its award through targeted efforts within both marketing, sales and PR that highlight its excellences.
“To us, PR is an essential and cost-effective way of supporting and boosting sales and marketing activities, and I hope that we can inspire others in the industry to work more strategically with PR," Ulrika Mårtensson, Head of Communications - meetings & conventions at Wonderful Copenhagen Convention Bureau, said in a statement. "It can really do magic to support you marketing and sales activities. I am very happy to receive the award and especially grateful to the ICCA fora. With this award, ICCA puts the spotlight on the importance of the PR discipline.
“Copenhagen has an excellent meetings infrastructure," she continued. "The city is easy to access, simple to navigate, and the selection of hotels, venues, entertainment and opportunities outside the meetings room are extensive. But this infrastructure can also be found in other meetings destinations around the world. To stand out, we have built our PR activities around three core narratives: innovation, sustainability and high quality of life, embracing the stories we want to communicate about Copenhagen. We have done so with great success: Close to 100% of the media coverage we generate echoes these core narratives. The significant impact of this validates our promotional strategy.”
Copenhagen's Core Narratives
Copenhagen's reputation as a sustainable and innovative city have been used throughout Wonderful Copenhagen CVB’s PR efforts. The three narratives can be told separately, but are closely intertwined:
Innovation: Copenhagen is ranked one of the world's most innovative cities and is a knowledge hub with numerous universities, students and scientists. Clean tech, IT and life science are just some of the key competences. The meetings design concept Meetovation, founded by VisitDenmark and unfolded with Wonderful Copenhagen CVB and the city's meetings industry, aims to create a better learning outcome and ROI by using innovative elements and techniques.
Sustainability/CSR: Copenhagen has a strong, green and environmentally friendly profile. With a long track record of sustainable meetings management, the Danish capital has earned the nickname Capital of Sustainable Meetings. Copenhagen is also a frontrunner within CSR in general.
High Quality of Life: Denmark has a favorable work/life balance, sustainable green growth, high levels of tolerance and a peaceful democracy all underlined by international rankings. Copenhagen residentshold a world record in consumption of organic food, and the city is home to the New Nordic cuisine and 15 Michelin-starred restaurants.
An example of a PR activity where all three key narratives are present is the #BeeSustain-initiative launched by Wonderful Copenhagen with support from VisitDenmark and the Danish meetings industry for IMEX Frankfurt 2014.
In the #BeeSustain initiative, Copenhagen shares the legacy of the city’s and meetings industry’s sustainable actions. Last week, Wonderful Copenhagen CVB hosted a #BeeSustain press trip with three international MICE reporters, who tweeted their way through sustainable and organic food and venues, including a visit to the biodynamic farm Thorshoejgaard just north of Copenhagen.
The #BeeSustain initiative was also one of three finalists for ICCA Best Marketing Award.