BEIJING, Jan. 23, 2017 /PRNewswire/ -- Government
officials of the city of Hangzhou,
a key commercial, tourism and cultural hub in eastern China, have set for themselves the goal of
transforming Hangzhou into an
international meetings, travel incentives, conventions and
exhibitions (MICE) destination and of rebranding the city to
include the new role as a MICE destination as one of its leading
attributes. As one of the first steps, Business Events Hangzhou,
the government arm responsible for promoting and organizing MICE
events in the city, held the "Hangzhou, Inspiring New Connections" brand
promotion meeting yesterday. In the first half of 2017,
Hangzhou plans to launch a series
of MICE brand promotion events in line with the messaging around
the new tagline, which will include the °CEO Fam Trip, the Hangzhou
MICE Promotion Season and the Panoramic Map of Hangzhou as a MICE Destination.
Photo - http://mma.prnewswire.com/media/459158/02.jpg
Hangzhou becomes the first
Chinese city with an official MICE destination brand
In 2016, conventions that took place in the city as a result of
the Hangzhou MICE Special Offer Year Campaign brought in excess of
30 million yuan (approx. US$4.3 million), an excellent result given that
the city's government only spent one fifteenth of that amount in
promotional costs to generate that revenue. Hangzhou made the list of the world's top 100
MICE destination cities for the first time and was once again
ranked among the top three Chinese MICE destination cities,
according to the International Congress and Convention
Association.
At the end of last year, Hangzhou unveiled its new city tagline
"Hangzhou, Inspiring New
Connections" at the 9th China Meetings Industry
Convention, becoming the first Chinese city with an official MICE
destination brand.
Hangzhou will kick off two
major marketing campaigns during first half of 2017
Hangzhou plans to roll out two
major marketing campaigns in 2017: the °CEO Fam Trip and the
Hangzhou MICE Promotion Season.
The °CEO represents Hangzhou's
°C experience officer,which is an offline marketing campaign
inviting business executives from around the world to visit
Hangzhou and experience the
superior quality of the services that support MICE events and the
MICE industry in the city. The world's top 500 companies,
professional conference organizers as well as media and industry
influencers are invited to attend the campaign.
The Hangzhou MICE Promotion Season, a cross-industry
collaboration with China's leading
e-commerce platforms, is designed to present Hangzhou's vast array of MICE resources to
conference organizers, and is expected to lead directly to
commitments from the organizers.
In addition, Hangzhou-based
businesses directly involved in or providing services to the city's
MICE industry plan to attend the leading conferences and incentive
travel exhibitions held in China
and abroad.
Hangzhou plans further
initiatives during 2017 to attract more international meetings to
the city, as the next steps in raising its international stature as
a genuine international conference destination.