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Integrated marketing campaign for corporate MICE tourism.
Westtoer, the touristic promotion agency for the province of West Flanders, commissioned LUON to help stimulate MICE (meeting, incentives, congresses & events) activities at the Belgian coast. In response we designed and implemented an integrated direct mail and marketing campaign. The programme was initiated with a set of exploratory interviews to define target segments for the telemarketing campaign and to develop the direct mail concept.
Consequently, a telemarketing plan was deployed, aimed at the top 600 corporations in Belgium and the major event agencies. The telemarketing also took the form of a research project. Its results would at a later stage be used for the direct mail campaign and to inform the sales and marketing planners of Westtoer and its hotel partners at the coast. The more than satisfying results were presented at a Westtoer partner event. Overall, the campaign revealed a tremendous market opportunity and made substantial progress in building awareness of the coast as MICE location among the large corporate segment of the Belgian market.
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Read more on LUON's Survey-Event-Lead Method |
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