More contacts – More contracts

THE CHALLENGES

The Slovenian Tourist Board wanted to reach as many professional event organisers as possible during the coronacrisis. The key challenge for the client was finding a media and an organisation that has contacts in line with GDPR legislation. As the owners of Kongres Magazine, we stepped in with a large GDPR-compliant database of 71,529 contacts. The main goal was to create content about Slovenia and prepare a newsletter that would be sent to our database of contacts.

THE SOLUTION

We approached the project through relationship building with the event organisers (meeting planners). We wanted to offer them content that would help them get to know and feel Slovenia and eventually become loyal customers. Through four stories, key innovations and four Slovenian MICE products were presented. The content was anchored on the Kongres Magazine website and social media. We also sent a newsletter to a segmented customer base from specific countries (n=34,049 contacts), which includes event organisers from associations, companies, the public sector, as well as DMCs, PCOs and event agencies.

RESULTS

Through the four stories, we reached 57,465 event organisers by 30.09.2021 (TURF or Total Unduplicated Reach). Four interesting stories were produced and continue to be featured on the Congress Magazine online anchor.

1. https://kongres-magazine.eu/2021/09/alpine-backdrop-to-the-slovenian-presidency-of-the-eu/
2. https://kongres-magazine.eu/2021/09/slovenian-karst-region-striding-into-the-post-corona-era/
3. https://kongres-magazine.eu/2021/09/ljubljana-celebrating-200-years-of-the-meetings-industry/
4. https://kongres-magazine.eu/2021/09/slovenia-is-emerging-as-an-agile-and-smart-meeting-destination/

The direct mailing “The meetings industry (r)evolution is here!” reached 7,794 event organisers with an open rate of 23.1%. 426 organisers clicked directly on the Slovenian Tourist Board website.