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VisitScotland Business Events are delighted to announce that Project Legend, our first national Business Events engagement campaign, will launch on the 6 th November 2017. What is Project Legend 4 How will it work 6 How do we get involved? 10 What will we say? 12 Project Legend timeline 14 Where will we host content? 16 What are the measurements? 18 Unified message 20 LAUNCH 24 Promotion 26 3
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For the first time, we will have a unified voice with advanced messaging in the promotion of the Scottish Business Events Sector. We will evolve our communications from how Scotland to why Scotland Project Legend will create further alignment with Scottish Government Growth Sectors and grow our relationships with academics and industry ambassadors throughout Scotland. Project Legend will allow further opportunities to strategically enhance our operation at international trade shows and create industry leading sales missions in our key markets. This is our opportunity to educate international buyers on Scotland s credentials in order to generate Business Events leads for Scotland. 5
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Each sector will be showcased for 2 consecutive months with each city and identified region having a dedicated week to promote their area. PERIOD SECTOR NOV/DEC 2017 TECHNOLOGY JAN/FEB 2018 EDUCATION MAR/APR 2018 CREATIVE MAY/JUN 2018 ENERGY JUL/AUG 2018 LIFE SCIENCES SEP/OCT 2018 ENGINEERING NOV/DEC 2018 MARINE JAN/FEB 2019 SURGERY & MEDICINE MAR/APR 2019 DIGITAL MAY/JUN 2019 SPACE JUL/AUG 2019 HEALTH SEP/OCT 2019 FOOD & DRINK 7
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Per Sector (with each sector showcased for 2 consecutive months) Each week starts Monday and finishes Friday WEEK WEEK 1 WEEK 2 5 WEEK 6 & 7 WEEK 8 ACTIVITY VisitScotland Introduction An overview of the sector across Scotland City Showcase Each Convention Bureau with their associated Conference Centre & universities/industry will have a dedicated week to promote their own messaging on the current sector. Participation by other members in the region is highly encouraged Regional Showcase VisitScotland will promote 2 identified regions strong in the appointed sector. Other regions are encouraged to participate and generate their own content if appropriate during these weeks Summary VisitScotland will round up the themes and key messaging from around Scotland 9
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A suggestion on how your dedicated week should look DAY MEDIA ACTIVITY MONDAY VIDEO Introduce your week by outlining your area s expertise in the identified sector. Make an impact and include your local ambassadors/experts. TUESDAY - THURSDAY FRIDAY BLOGS SOCIAL PLATFORMS Create 3 blogs (1 per day) that outline the work in the identified sector in your area from three different local experts/organisations. Highlight the key messages from your dedicated week. Link your messages to the campaign with: 11
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Project Legend gives you the opportunity to join a national voice for business events in Scotland, but keeping your style, your identify and your uniqueness. CONVENTION BUREAUS - Showcase your city, your universities, your research centres - Tell stories from your experts, your academics, your industry leaders - Record them, write about them and encourage them to write about themselves, their work and their institutions - Talk about the events you ve hosted or are going to host that connect with the current sector - Encourage the whole city to take part. Get stories, videos from across the region and ensure everyone likes and shares your content online and with their clients CONFERENCE CENTRES & UNIVERSITIES - Collaborate with your convention bureaus (if applicable) as well as creating your own content. The more content produced by your city/region, the higher the exposure - Talk about your clients, ambassadors & academics. Video them and write about them - Share your events past and future that link into the current sector - Share case studies that link into the current sector HOTELS & VENUES - Share your events past and future that link into the current sector - Talk about your clients and ambassadors, video them and write about them - Does your venue play a unique role in some or all of the sectors (e.g. museums, universities etc.)? 13
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Please only contribute your media in your dedicated week and link your messages using 15
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TYPE SOCIAL MEDIA EMAIL WEBSITE LEADS PR HOW VisitScotland will monitor the campaign hashtag on twitter: and report back on a monthly basis Content shared on LinkedIn should also use this hashtag and link to the VisitScotland Business LinkedIn page VisitScotland will ask for database size and number of opens for each email sent in relation to the campaign, if applicable. VisitScotland will monitor the increase of traffic to conventionscotland.com and on the specific campaign pages. VisitScotland will request a simple monthly report on leads generated by this campaign to include; amount, sector, delegates, value. No sensitive information will be requested. AVE (Advertising Equivalent Value) will be calculated throughout the campaign. 19
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Project Legend will create many stories from around the country that delve into our innovative spirit, our pioneering ambition and bold outlook. These stories will come across in many formats and in unique style. What will unite them will be a unified message for Scotland. All content should highlight the campaign message Download this logo: http://www.conventionscotland.com/legend/technology All content should be shared with the hashtag 21
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CALL TO ACTION Create ideas. Create change. Create events in Scotland. KEY MESSAGES #IDEASBECOMELEGEND Scotland, Where Ideas Become Legend Events create ideas, ideas create change, Scotland where ideas become legend Events drive progress, events drive development, events drive ideas. Scotland, where ideas become legend Events create connections, events create collaboration, Events create ideas. Scotland, where ideas become legend Innovation, invention, pioneering. Scotland. Where ideas become legend 23
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An example of our continued promotion of Project Legend throughout year 1. This list is not exhaustive and more activity will be included when opportunities arise. PERIOD ACTIVITY NOTES Jan 2018 Spring / Summer 2018 May 2018 Jun 2018 Oct 2018 Nov 2018 Nov 2018 Throughout PCMA Convening Leaders US Education Forums IMEX Frankfurt Meetings Show UK IMEX America Renewal Campaign IBTM Barcelona INNOVATETHENATION Promotional work and PR during and after PCMA Convening Leaders Conference in Nashville Promotion of Project Legend and use of generated content during US sales missions/education forums Project Legend reception and PR activity Project Legend reception and PR activity Project Legend reception and PR activity Marking the first year with a look back PR campaign on Project Legend progress with national & international press with supporting activities Project Legend reception and PR activity Where appropriate, national ambassador network activity will link with Project Legend 27
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