The NYC & Company MICE roadshow
Hills Balfour organises an annual MICE sales road show on behalf of NYC & Company, the official tourism organisation and convention bureau for New York City. Following successful UK road shows in 2010 and 2011, Hills Balfour’s remit was expanded to cover pan-European MICE activity, so the 2012 road show included key European territories for the first time.
Hills Balfour organised the road show for NYC & Company and 13 of its members, facilitating face time with leading event agencies and corporate clients. London, Paris and Berlin were selected to hold our sales events, with strong promotion via our client/network lists. Each attending agency and corporate client was vetted for relevance and potential business for New York City, ensuring we had the highest quality attendees and were therefore guaranteeing a sound return of investment to participating NYC & Company members. Venues in each city were chosen to reflect the New York City theme and NYC & Company brand, supported with food and canapés and strong destination messaging. Hills Balfour provided each NYC & Company member with a comprehensive market update for the countries visited and a report on the clients they would meet during the course of the week.
During the road show, Hills Balfour communicated activity to MICE and business media and posted regular updates on Hills Balfour’s and NYC & Company UK’s social media channels. In total, 185 quality event buyers and six MICE journalists attended the road show events in London, Paris and Berlin. During the event week alone we collectively received 14 unique RFPs for participating members.
NYC & Company members rated the road show at 93% for developing their European business. Furthermore, media coverage on the road show was secured across eight European MICE titles.