As the largest convention center in Europe, the Milano Congressi (MiCo) sought to build its reputation as the leading venue for hosting international association meetings.
Develop a list of international association sales prospects in North America that plan programs for 700+ delegates. Position Milan/MiCo as hosts for future conferences, leveraging its business-center reputation to differentiate it from Italy’s leisure hubs of Rome, Venice and Florence.
- In 3 years, arranged more than 75 sales appointments, meeting face to face with approximately 150 meeting planners from the U.S. and Canada.
- Organized 2 sales missions with more than 30 sales appointments for Eventing Milano, to introduce the hotels around MiCo to meeting planners.
- Conducted a proactive sales outreach campaign, generating 43 RFPs for MiCo within 3 years.
- Secured $91,285,920 of business for MiCo which will bring more than 34,140 delegates to Milan.