ATOUT FRANCE
Destinations

MICE Magazine France

The importance of incentives, congresses, conferences and seminars for international tourism is growing apace. These days they are often the only sector where a country can still achieve significant growth rates against the global competition. Hotels, especially, need these group arrangements to maintain satisfactory year-round occupancy rates. However, this specialist sector suffers from a particular shortage of information. The company staff responsible for organizing incentives and congresses are always on the lookout for new destinations, but they also want to be sure that they will find attractive event and recreation facilities, well-appointed hotels, solid infrastructure, an acceptable level of costs and not least experienced organizational partners at the destination.
At present, France holds the second place as most favourite business destination of German business travellers, but it is facing growing competition.

Target Group:
- Incentive decision-makers in companies
- Incentive agencies
- Corporate buyers

Task:
Concept and design of the brochure “France Meetings Destination”, aiming to present the MICE destination France in all its facets and containing selected information for the German meetings industry.

Solution:

Product:
- A concise and easy-to-handle brochure, presenting news of the French meetings industry on 16 pages
- Breaking down the information into four different categories, i.e. hotels, incentive ideas, conference and meetings industry, allows for quick location of the required information
Presentation:
- A balanced mixture of copy and information: Concise texts describe the offer in a detailed and graphic way, information is laid out clearly in text boxes
- Varied presentation of contents using reports, interviews and testimonials
- Every offer is accompanied by the name and contact details of a contact person
- Calendar of important business dates
Distribution:
- Personalised distribution of the brochure to 2,500 incentive planners
in companies and agencies
- Enclosing 12,000 copies as flyers in the trade press (e.g. “Tagungswirtschaft”, “Events” etc.)
- Distribution at trade fairs and on request
- Appearance in time for the two main business travel fairs in Europe,
- IMEX, Frankfurt (April) and EIBTM, Barcelona (October)
Costs/Additional benefits:
- 60% of costs covered through advertising sales in France by Grafenstein
- Reply form / competition for address generation


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