Yesterday, the 54th ICCA Congress in Buenos Aires, Argentina, ended after 4 successful days. At the Closing Ceremony, the winner of the Best PR Award was announced: Greater Bogota Convention Bureau. The crucial factor for this decision: the CVB effectively uses storytelling and digital channels to mobilise its local community. It also uses the One Young World Summit bid as a driver of change.
Bogota used its bid for the One Young World Summit to showcase the transformation process Colombia is going through, and to contribute and lead this transformation process as the capital city. After winning the bid against Belgrade, The Hague and Paris, the Colombian capital will host the 2017 summit.
The communication strategy that Bogota used was based on the story of the transformation of Colombia from failed state to the eyes of the world, to an emerging global player. OYW Bogotá 2017 became a national movement, engaging and empowering the local community and decision-makers to join. To make them understand the importance of hosting this event, Greater Bogota Convention Bureau used the slogan “We want to create our future with OYW”.
Linda Garzón, Marketing and Events Manager of Greater Bogota Convention Bureau: “In Bogotá we understand the events industry as a powerful tool that can be used as an agent of change to consolidate different productive sectors and relevant initiatives of the city and the country. But it is through the power of people that we can reach the best results”.
Johanna Fischer, Managing Director of tmf and Chairperson of the ICCA Best PR Award Judging Panel, explained:
“Bogota’s campaign strongly included all positive elements that give a natural flow to good PR: engaging local expertise and celebrities, speaking with one voice as a destination and motivating a strong committment to win he bid for OYW; plus using a young and fresh approach in communication and visuals – all resulting in an impressive movement and national pride over the achievement made. It is a fine example for “feeling” the intellectual capital as part of the DNA of the destination”.
The other four finalists were Brisbane Convention and Exhibition Centre (BCEC), Dubai Business, Glasgow City Marketing Bureau and London & Partners. They also presented great PR campaigns at the Congress.
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