In 2023, the Poland Convention Bureau (PCB) focused on strengthening its online presence. Efforts were concentrated across platforms such as the POT.GOV.PL website, Facebook, Twitter, LinkedIn, YouTube, and various other channels, yielding compelling results. Through diverse channels, PCB achieved significant outreach both within Poland and internationally, effectively communicating with different segments of the meetings and events market. Data analysis from Google Analytics, Sotrender, and Social Media Listening Brand24 indicated a substantial increase in activity, brand reinforcement, and reach, affirming the effectiveness of the marketing initiatives undertaken.
The Specifics of Communication in Social Media within the Meetings Industry
Within the realm of Destination Marketing Organizations (DMO), entities have long differentiated communication between the Leisure and MICE segments. For the Poland Convention Bureau (a department of the Polish Tourism Organisation, headquartered in Warsaw), the primary communication channels became LinkedIn (showcase page), Twitter (X) for international markets, and Facebook. Overall, the industry has also observed increased activity in publishing visual content, such as photos and short films (Reels) on Instagram, as well as a growing interest in the TikTok platform. YouTube remains the main channel for longer and professionally produced video content. While Facebook is gradually taking a secondary role in the international meetings market, it remains a key tool for reaching Polish partners.
In 2023, one of the goals of the Poland Convention Bureau POT was effective online actions through the 'Poland. More than you expected' campaign, and additionally utilizing various owned channels to engage with different segments of the meetings and events market. Our priority was to promote Polish partners (convention bureaus, PCOs, DMCs, ITCs), Poland Convention Bureau projects, and Poland as an attractive MICE destination for planning and hosting events - said Aneta Książek, the head of the Poland Convention Bureau.
Overall Summary of 2023
As part of the marketing communication plan in 2023, the priority for the Poland Convention Bureau was to enhance activity and visibility in the online sphere. The focus was on publishing articles on the Polish Tourism Organisation corporate website and PCB's channels (Facebook, Twitter (X), LinkedIn, along with YouTube, Instagram, Flickr, and Slideshare). Throughout the past year, e-PR strategies were also implemented, establishing fruitful collaborations with MICE industry media, both domestically and internationally. This resulted in numerous publications on the websites and social media platforms of these publishing entities.
Analyzing the term "Poland Convention Bureau" in Brand24, it appears that in 2023, social media reach amounted to 1.7 million, marking a 41,170% increase compared to 2022. The reach on other online platforms reached 386,000 (a growth of 448,830%). The Advertising Value Equivalent (AVE) amounted to USD 159,000. AVE is a popular metric that helps to track and evaluate how much value you can get from PR/Marketing. AVE refers to the cost of buying the space taken up by a particular article had the article been an advertisement.
In our posts and expert articles, we spoke in the industry's voice, showcasing novelties, and addressing trends. We promoted congress cities, conference centres in Poland, hotels, tourist attractions, and Polish cuisine, shared ideas for authentic experiences and encouraged engagement with convention bureaux, professional congress organizers and incentive travel companies
We paid special attention to the development of internet marketing, leveraging a wide range of social media platforms and their specificity in communicating with diverse audience groups. Our efforts resulted in a significant increase in reach and strengthened online presence. Additionally, we initiated the educational project 'Laboratorium Twórców' (Eventprofs Creators Lab), where we share knowledge and best practices in digital marketing, featuring invited experts and our own initiatives, taking into account the specifics of business tourism and dewtination marketing. We have received numerous signals from i MICE ndustry representatives from Poland and abroad that our actions are noticeable, and we are regarded as leaders in utilizing online marketing in promoting MICE destinations," stated Jarosław Marciuk, Chief Marketing Specialist at the Poland Convention Bureau.