Glasgow wins bronze at prestigious MIMA Awards 2012

Glasgow has won a prestigious UK marketing award at a gathering of meetings industry professionals in London.

The Meetings Industry Marketing Awards, were launched in 2002 to raise the standards of marketing and recognise creative marketeers in the conference and events industry.

At a ceremony for finalists held within The Brewery in London on October 1 2012, Glasgow City Marketing Bureau and the Scottish Exhibition + Conference Centre picked up a bronze award in the ‘Best Integrated Marketing Campaign’ category. Glasgow was up against strong competition from international companies including De Vere Group and hotel chain IHG.

Glasgow’s submission focused on the city’s hosting of the Diabetes UK Professional Conference – one of the largest annual healthcare conventions held in Britain- which took place at the SECC from March 7-9 this year.

Working collaboratively with partners across the city, GCMB and the SECC devised and implemented an integrated marketing campaign aimed at supporting Diabetes UK’s key aims of attracting a large number and wide representation of delegates; generating sponsorship revenue and creating lasting legacies.

An independent judging panel – made up of meetings industry experts – remarked on the three-month campaign’s innovation and creativity in delivering a series of conference ‘firsts’ for Diabetes UK, which included:

  • The development of a bespoke smartphone app. This was geared at showcasing Glasgow as a destination while helping delegates navigate their way around the city and access unique special offers, local travel and transport information and a conference planner. In addition, the platform helped Diabetes UK to secure in-app advertising from a medical company, driving 7% of the charity’s overall sponsorship revenue.
  • The creation and delivery of the first ever Diabetes UK Professional Conference 5k fun run – again providing a platform for sponsorship revenue opportunities.
  • A two-day Diabetes UK healthy lifestyle roadshow on Buchanan Street in the centre of Glasgow aimed at raising awareness among the public of the charity and the seriousness of diabetes as a life-threatening condition.

Overall, the campaign delivered tangible success for Diabetes UK, with more than 3,000 delegates attending the conference – reflecting a 5% increase on their initial target.

Given the strength of the competition, winning this bronze award is great news for the city of Glasgow. We listen to and understand the varying needs of each conference organiser and we work hard to make sure that these requirements are always met. Conferencing business forms an integral part of the city’s economic strategy and will continue to do so going forward. This award further reinforces our commitment that meeting in Glasgow equates with success.

Scott Taylor, Chief Executive, Glasgow City Marketing Bureau

Winning this award underlines that our desire to focus on business partnerships with our customers is the correct one. This is an event where the venue, the organiser, the PCO and the city all pulled together to produce something truly great; hosting Diabetes UK’s professional conference was a privilege for everyone involved and we’re delighted to have received this accolade.

Ben Goedegebuure, Director of Sales, Scottish Exhibition + Conference Centre

Our 2012 Professional Conference was a great Diabetes event in a great city. We were extremely pleased with our decision to come to Glasgow – they understood our needs from the outset, they were extremely welcoming and they remained committed throughout, which ensured we exceeded our expected delegate numbers.

Baroness Barbara Young, Chief Executive, Diabetes UK

Glasgow: The Facts

Best UK Convention Bureau 2007 – 2012

  • Three international airports
  • Direct flights from 100 destinations
  • 40 return flights per day from London
  • 18,000 bedrooms
  • Host of the 2014 Commonwealth Games
  • European City of the Year 2011

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