During the past few years, West Flanders has grown into a favourite destination for convention and seminar tourism (MICE tourism). Westtoer, the West Flanders Provincial Organization for Tourism and Recreation, wants to continue this trend again this year. After a public tender, the decision was made to retain the services of marketing and communication agency Touris Marketing Group for this purpose.
All encompassing lead generation campaign
"The target is clear: increase West Flanders' market share compared to other seminar destinations in Flanders. In addition to the Coast and the City of Bruges, the Westhoek, the Leiestreek and the surroundings of Bruges boast plenty of assets to compete with cities such as Ghent, Brussels and Antwerp. Those cities are the traditional convention and seminar destinations. The idea is to launch a creative online, offline and event marketing campaign together with the MICE group within Westtoer, in order to create growth for the short and medium term," explained Filip Muyllaert, managing director of Tourism Marketing Group.
Tourism Marketing Group supported Westtoer's business tourism marketing for five consecutive years (2009-2014). Tourism Marketing Group fired on all cylinders: nearly all means of communication were implemented, ranging from shooting videos, Facebook contests, publishing company brochures to digital e-mailings and events.
In 2015, Westtoer took a MICE sabbatical in order to research & evaluate the current situation of their MICE offer.