Convention marketing creates a runway for Milan’s association business sales.
Europe’s largest convention center, the Milano Congressi (MiCo) sought to build its reputation as the leading venue for hosting international association meetings. An unconventional convention marketing plan put the Milan convention center on the map for the MICE industry.
The Milan convention center struggled to differentiate itself from the myriad of Italian destinations that attracted leisure travelers. Instead, Milan wanted to raise its profile as a leading business events travel hub, putting its world class meeting spaces front and center for exhibitors, seminars and trade shows. With a strong offer, Milan needed a marketing strategy to help tell its story and get the media attention that would further its efforts.
DCI began its marketing program by developing a list of international association sales prospects in North America that plan programs for 700+ delegates. The agency’s marketing professionals in New York then positioned the exhibition center and its convention services as host for future in-person conferences, leveraging its business-center reputation to differentiate it from Italy’s leisure hubs of Rome, Venice and Florence.
75+ Convention Sales Appointments
arranged with 150 North American planners in three years.
Two Sales Missions
with Eventing Milano introduced hotels meeting planners.
nabbed by proactive sales outreach campaigns for MiCo in three years.
worth of business secured, attracting 34,140 delegates to Milan.
As a result of DCI’s marketing 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