France Tests Social Media Influencer Strategy to Engage Meetings Industry

France Tests Social Media Influencer Strategy to Engage Meetings Industry

France Tests Social Media Influencer Strategy to Engage Meetings Industry. While destination marketing organizations have been paying influencers to promote their leisure travel experiences to niche audiences for some time, this is new for the group business side. In February, Atout France contracted London-based Irina Trofimovskaya, founder of The MICE Blog, for a five-month project to drive higher online engagement around the #BizInFrance hashtag on Twitter and LinkedIn. Leading up to IMEX Frankfurt, he said, his primary goal was to increase the online visibility of France’s meetings industry stakeholders among international corporate, association, and third-party conference organizers. “Atout France hasn’t been active on the social media front in the past year, but we believed that teaming up with an influencer would be the most efficient way to achieve our desired goals in a short period of time.” More specifically, Atout France wanted the #BizInFrance initiative to drive higher engagement among five primary target meeting planner audiences involved with: Incentive travel, corporate hospitality, international associations, technology conferences, and automotive industry shows. Join us in 30min #eventprofs for #BizinFrance Twitter chat about how to make the most out of your @IMEX_Group visit #IMEX17 https://t.co/JEHAV5YdBH — Irina Trofimovskaya (@themiceblog) May 10, 2017 On LinkedIn, Trofimovskaya posted “Partnering with Atout France to Launch #BizInFrance Campaign” to announce the influencer initative. Then join us on stand D200 to learn more about it from 2 industry experts #IMEX17 #BizinFrance https://t.co/SahxkolvG6 — Irina Trofimovskaya (@themiceblog) May 17, 2017 “What probably surprised us the most was the good turnout for our expert sessions at IMEX, because it was the first time we tried this format promoting technology and automotive events,” Poulalier explained. We also created high quality content from these sessions to share post-event.” Influencer Challenges And Successes The event company SoolNua tracks how European destinations’ meetings-specific Twitter channels perform. “Most destination marketing organizations (DMOs) are using social on their leisure channels, and many are building great online communities,” said Padraic Gilligan, managing partner of SoolNua. We placed first among 37 international and national convention bureaus.

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The meetings and convention industry is jumping on the brand influencer trend.

Atout France, the national tourism development agency for France, launched a new influencer-based promotional campaign this past spring, leading up to the IMEX Frankfurt meetings industry trade show last month.

While destination marketing organizations have been paying influencers to promote their leisure travel experiences to niche audiences for some time, this is new for the group business side.

In February, Atout France contracted London-based Irina Trofimovskaya, founder of The MICE Blog, for a five-month project to drive higher online engagement around the #BizInFrance hashtag on Twitter and LinkedIn. (“MICE” is an industry acronym: meetings, incentives, conferences and exhibitions.)

Trofimovskaya has made a name for herself in the European meetings industry, especially with millennial audiences, with her popular #EventPlannersTalk Twitter chat.

Jerome Poulalier, manager of Atout France’s meetings department in Frankfurt, emphasized to Trofimovskaya that the campaign needed to impact the planner community online and offline.

Leading up to IMEX Frankfurt, he said, his primary goal was to increase the online visibility of France’s meetings industry stakeholders among international corporate, association, and third-party conference organizers.

And then during the three-day conference, the strategy pivoted toward delivering meeting planners to the Atout France exhibit area to meet with representatives from the participating French convention bureaus, conference venues, hotel groups, and group tour companies.

“Our other goals included increasing awareness of French destinations beyond the most popular cities, extending the engagement lifecycle beyond the IMEX Frankfurt event, and creating more sharable, visual content,” said Poulalier. “Atout France hasn’t been active on the social media front in the past year, but we believed that teaming up with an influencer would be the most efficient way to achieve our desired goals in a short period of time.”

More specifically, Atout France wanted the #BizInFrance initiative to drive higher engagement among five primary target meeting planner audiences involved with: Incentive travel, corporate hospitality, international associations, technology conferences, and automotive industry shows.

While Trofimovskaya was the primary influencer tasked to spread the message about meetings in France, she also encouraged fellow industry influencers to push #BizInFrance, including Amanda Thurlow (@AmandaThurlow), Caleb Parker (@Caleb_Parker), Padraic Gilligan (@Padraicino), Jason Allan Scott (@Penthouselord), Kim Goetze (@goetze_kim), and Johnny D. Martinez (@johnDmartinez).

The bulk of the #BizInFrance influencer strategy encompassed creating original content and sharing daily partner news on Twitter and LinkedIn, complemented with a weekly #BizinFrance Twitter chat.

Join us in 30min #eventprofs for #BizinFrance Twitter chat about how to make the most out of your @IMEX_Group visit #IMEX17 https://t.co/JEHAV5YdBH

— Irina Trofimovskaya (@themiceblog) May 10, 2017

On LinkedIn, Trofimovskaya posted “Partnering with Atout…

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