Creating the Sales Runway for Milan’s Association Business

“As a result of DCI’s efforts in North America, we have landed more than $91 million worth of meetings business for MiCo.”

Paolo Peroni, International Sales and Marketing Manager, Fiera Milano Congressi S.p.A.


The Challenge

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.


The DCI Strategy

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.


The Results

  • 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.