BMA Judging Panel Chair Patrick Delaney, The Meetings Show’s David Chapple, Riine Tiigi and Kadri Karu of the Estonian Convention Bureau, ICCA President James Rees and ICCA CEO Senthil Gopinath
“Go Wild, Choose Estonia!” wins ICCA 2019 Best Marketing Award
ICCA announced Estonia Convention Bureau as the winner of the 22nd edition of the prestigious ICCA Best Marketing Award (BMA) at the Closing Ceremony of the 58th ICCA Congress on Wednesday 30 October 2019 in Houston, Texas, U.S.A..
Estonian Convention Bureau’s “Go Wild, Choose Estonia!” is a creative storytelling destination marketing campaign from a small convention bureau, aimed to create a national brand image and maximise return-on-investment with a limited marketing budget.
The main challenge Estonia had to solve is that, as a country, they are still relatively unfamiliar to international audiences. To build an image for themselves, most convention bureaus take advantage of brand identities created by their national tourist boards; however, Estonia does not have a relevant national brand image with which it could work. To overcome this and raise awareness and visibility of the destination and generate business requests for the convention bureau and its members, Estonia Convention Bureau created its own brand image on a very limited marketing budget. By proactively communicating authentic and unique experiences that can be enjoyed in Estonia, they focused on creating and curating engaging content.
Congratulations also go out to the other two finalists: International Convention Centre Sydney (ICC Sydney), for their “It’s Showtime!” campaign, and Convention Bureau Italia for their “Italy at Hand” campaign.