Low-budget campaign wins high-profile marketing award

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Rory Archibald, Associations and Sectors, VisitScotland with David Chapple, group event director, The Meetings Show, James Rees ICCA President and Neil Brownlee, head of Business Events VisitScotland Rory Archibald, Associations and Sectors, VisitScotland with David Chapple, group event director, The Meetings Show, James Rees ICCA President and Neil Brownlee, head of Business Events VisitScotland

VisitScotland Business Events has won an award for its Ideas Become Legends campaign.

The convention bureaux was unveiled as the winner of the ICCA Best Marketing Award at the closing ceremony of the 57th ICCA Congress, in Dubai, UAE.

Rory Archibald, Associations and Sectors and Neil Brownlee, head of Business Events VisitScotland were presented with the prestigious award by David Chapple, group event director, The Meetings Show and James Rees ICCA President.

VisitScotland Business Events used a low cost social media campaign to unite the Scottish Business Events industry with one voice and connect associations and Scottish expertise.

The campaign impressed the judges and ICCA Congress delegates with the unique mobilisation of online storytelling and focus on impact beyond immediate financial return.

The Hague Convention Bureau with Cyber Security Week 2017 and the Serbian Convention Bureau with Apimondia 2021 were the runners up in the competition.

All three finalists were put through their paces during a detailed evaluation by an expert panel which included past winners, competing in front of a live audience made up of industry colleagues and competitors during a plenary session. Each finalist had fifteen minutes to convince the judges and audience before final voting began.

Chairman of the Best Marketing Award judging panel, Patrick Delaney of SoolNua, said:  VisitScotland created a campaign that was legendary in scope and vision, while being cost-effective and grounded in excellent execution.”

James Lancaster
Written By
James Lancaster

AMI editor James Lancaster is a familiar face in the meetings industry and international association community. Since joining AMI in 2010, he has gained a reputation for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk, read, listen to music, and drink beer.

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