The ICCA Congress brings together the international association meetings industry to join forces and shape a better future for the sector.
This year’s ICCA Congress took place 12-15 November in Bangkok, Thailand.
Awarded each year, the ICCA Best Marketing Award is the premier recognition for the International Congress and Convention Association’s meetings industry marketers. The overall winner is chosen through a combination of a judging panel and voting by ICCA Congress participants.
The theme for this year’s award was ‘Marketing – Going Beyond the Obvious.’
Tourism New Zealand competed with its If You Seek campaign.
Using the natural attractions in and around Aotearoa – and highlighting the many opportunities available for delegates – showed how business events can be the portal into something far more profound.
The campaign resulted in 2.3 million views, contributed to increased visitor spend and stays, a +17% increase in sustainability awareness for travellers, an 11% increase in regional tourism, and helped drive a record goal of 90 international conference bids worth NZ$135m in FY24.
“It’s a huge achievement to win this award and the judges faced a difficult choice,” said ICCA chief executive officer, Senthil Gopinath.
“But everyone was captivated by the storytelling of how TNZ takes the delegate out of the meeting space and into the heart and soul of the community,” he said.
“The idea of being somewhere that speaks to you from the outside is so evocative, and quite moving.
“This concept was brought to life visually, at trade shows across the world, and here in the Congress hall.”