Meeting Impacts Design Lab

1. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Sponsored by:

2. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Welcome
ICCA Association Expert
Seminar 2019

3. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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THANK YOU

4. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Moderators
Gary Grimmer Chloé Menhinick Ksenija Polla

5. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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The plan – the mindset
NOT designing the programmes of meetings
Designing more impactful meeting outcomes
Meeting Impacts Design Lab
For the association AND the destination

6. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Team formation

7. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Keep in mind

8. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHY?https://www.youtube.com/watch?v=c0GmcwVi7jo

9. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Association Example
WHY - ICCA?
Alternative: To improve
association meetings globally
Traditional: Collecting data on
meetings

10. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Destination Example
WHY DESTINATION?
Alternative: To create a
scientific knowledge hub
Traditional: To drive more
business for the destination

11. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Why is your organisation
doing what it does?
Working Individually
Workshop

12. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Association Executives
1. What’s your why?
2. Your name and the
name of your association

13. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Vote now on the top 3
Associations in the room

14. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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ICCA Members
1. What’s your why?
2. Your name and the
name of your organisation

15. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Vote now on the top 3
ICCA Member “why”

16. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Now that you’ve done
the “HOW” for the
purpose of this workshop is:
WHY
Through meetings

17. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHAT
Now, we want to
work on the

18. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHAT
Destination Example
Start by referring to the WHY
Alternative: To establish our
city as a global cultural centre
Traditional: To build a
stronger meetings industry

19. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHAT
Possibilities:
1. Develop a culture focused brand campaign
2. Develop a cultural ambassador program
3. Secure more culture related meetings
Stronger Approach:
1. Strengthen and diversify our cultural offering
2. Engage industry in cultural delivery
3. Grow and connect our cultural associations
Tactics
(activities)
Strategies
(product
development)
3 most important things they are trying to accomplish
To establish our city as a global cultural centre.
Destination Example

20. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Created by RI in
1969
WHAT
Example – Rehabilitation International
Start by referring to the WHY
So that people with
disabilities have rights
and are included.

21. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHAT
Example – Rehabilitation International
Possibilities:
1. Establish a stronger global network of members
and partners
2. Establish recommended standards of accessibility
3. Major public awareness campaign
Stronger Approach:
1. Legislation guaranteeing access
2. Making access a core CSR principle
3. Elevate respect and voice for people with
disabilities
Tactics
(activities)
Strategies
(outcomes)
3 most important things they are trying to accomplish
So that people with disabilities have rights and are included.

22. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHAT are the 3 most important
things your organization /
destination are trying to
accomplish?
Forgetting meetings for now…..
Referring to your WHY…..
Working individually
Workshop

23. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHATFinally! Can we do at meetings?

24. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHAT
Strengthen and
diversify our
cultural
offering
3 most important things they are trying to accomplish
To establish our city as a global cultural centre.
Destination Example
Engage
industry in
cultural
delivery
Grow and
connect our
cultural
associations
1 2 3
1
What could they
do at meetings
to accomplish
those 3
specific things?
Leverage policy
outcomes by
engaging political
leaders in dialogue
with visiting
thought leaders
All meeting suppliers
to incorporate
cultural theming into
their service delivery
Awards program
Local association
support for theming
Active forums for
“parallel” cultural
groups

25. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHAT
Legislation
guaranteeing
access
3 most important things they are trying to accomplish
Making access
a core CSR
principle
Elevate respect
and voice for
people with
disabilities
1 2 3
1
What could they
do at meetings
to accomplish
those 3
specific things?
Engage policy
makers in panel
discussions and
hold a local policy
forum at the end
Devise
recommended
standards
Get sponsors /
exhibitors to sign on
Hold community
events and forums
exploring disability
issues
Example – Rehabilitation International
So that people with disabilities have rights and are included.

26. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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WHAT could you do at meetings
to accomplish those 3
specific things?
With reference to the 3 most important things your
organization / destination are trying to accomplish:
Working individually
Workshop

27. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Time for a 20 min break

28. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Best Association Why’s
• Abby Sweeney – International Society for
Prevention of Child Abuse and Neglect ISPCAN 35
• Alma Paez – ILAE/IBE 19
• Jon Bruno – International Ecotourism Society 16

29. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Best Destination Why’s
• Floor Bleijendaal – Prague CVB 20
• Julie Berg – Copenhagen CVB 15
• Anna Hylander Gothenburg CVB 12

30. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Speed Dating

31. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Speed dating- Round one
Stay seated where you are

32. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Round one time is up!

33. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Speed dating- Round two
Rotate to another group of chairs
within your colour zone

34. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Round two - time is up!

35. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Speed dating- Round three
Rotate again within your
colour zone

36. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Round three- time is up!

37. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Last round of speed dating
Final round of rotations
within your colour zone.
Green and Blue rows can
crossover

38. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Round 4 time is up!

39. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Team Formation

40. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Plans for Tomorrow

41. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Housekeeping
Dinner at Welcome Hotel, 1st floor
19:00
Afterwards: Eurovision Song Contest, hotel bar

42. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Hope you enjoyed Day 1
Thank you!

43. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Sponsored by:

44. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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ICCA Association Expert
Seminar 2019
Welcome to
Day 2

45. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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What’s today’s plan?

46. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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What could be done at the meeting
that would boost impacts for the
association?

47. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Boosting Association Impacts - Examples
Influencing Policy
▪ Engage with local government/ ministry
as co-organisers of your event
▪ Local Policy Leaders forum
▪ Use event to launch a new policy pledge
or initiative
Positioning
▪ Engage social media influencers to
champion your cause
▪ Book launches
▪ Awards night
Exchanging Knowledge
▪ Leadership Forums
▪ Technical Tours
▪ Twinning / Exchange Programmes
▪ Brain Dates
▪ Mentorship programme
▪ Serious Gaming
▪ Hackathon
Capacity Building
▪ Provide funding for LIC members or
marginalised professionals to attend
▪ Integrate Young Professionals
throughout all aspects of the
conference planning & programme
▪ Support initiation of local association
chapters or committees
▪ Introduce programme for soft skills
development (networking ,
presentation skills etc)
Community Awareness
▪ Local media support
▪ Public exhibitions/forums/events
▪ Link UN Day to a community activity
(showcase at event)

48. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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What could be done at the meeting
that would boost impacts for the
association?
Working as 3 person groups, relating
to the association in the group
Workshop

49. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Things that could be done at
the meeting that would
boost impacts for the
destination

50. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Influencing Policy
▪ Ministerial meetings
▪ Government program committee
▪ Developing local content with
government
Place Branding
▪ Staging newsworthy events
▪ Features on local strengths in field
▪ Hosting luminaries
Talent Attraction
▪ Jobs fair
Public Welfare
▪ Programs for patients/families
▪ CSR activities
▪ Ongoing measurement
Building Business
▪ Local innovation showcase
▪ Business networking clinics
▪ Technical tours to universities / R&D
centres
Building Knowledge
▪ Ancillary local events
▪ Guest lectures at universities
▪ Sessions for students/local scientists
Capacity Building
▪ Strengthen local association
▪ Enhance local professional standards
▪ Establish Centres of Excellence
Community Awareness
▪ Local media support
▪ Public exhibitions/forums/events
Boosting Destination Impacts - Examples
Investment Attraction
▪ Matching investors to local start-
ups
▪ Introducing investors to ministries

51. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Things that could be done at
the meeting that would
boost impacts for the
destination
Working as 3 person groups, relating
to the association in the group
Workshop

52. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Your killer concept for the
association...

53. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Sample Killer Concept for Association
3 most important
things to
accomplish
3
1
So that people with disabilities have rights and are included
What they could
do at the meeting
A new “Community
Inclusion Circle” as a
tandem event to the
convention.
A new permanent fixture
which leads to greater
legacy outcomes
Audience;
▪ Policy Makers
▪ Corporations
▪ Community at
large
▪ Policy makers motivated
by community
participation
▪ Content driving awareness
of policy needs
▪ Inclusivity communique
including new policy goals
▪ Standard Forum
▪ Ending with signing
ceremony
▪ Helping increase local
public awareness of what
inclusion means
Killer Concept
Legislation
guaranteeing
access
Making access
a core CSR
principle
Elevate respect
and voice for
people with
disabilities
Engage policy makers
in panel discussions
and hold a local policy
forum at the end
Devise recommended
standards
Get sponsors /
exhibitors to sign on
Hold community events
and forums exploring
disability issues

54. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Your killer concept for the
association...
Workshop
Working as 3 person groups, relating
to the association in the group

55. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Your killer concept for the
destination...

56. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Sample Killer Concept for Destination
Strengthen and
diversify our cultural
offering
3 most important
things to
accomplish
Engage industry in
cultural delivery
Grow and connect our
cultural associations
3
1
Policy outcomes by
engaging political leaders
in dialogue with visiting
thought leaders
Meeting suppliers
incorporate cultural
theming
Awards programme
Local association support
for theming
Active forums for
“parallel” cultural groups
Goal: Establish City as Cultural Centre
What they could do
at the meeting
We’re going to stage a
citywide cultural festival
as part of the event
▪ Gain international
media by including a
signature event
▪ Add excitement to
delegate experience -
incorporate into social
program
▪ Engages
policy makers
industry
cultural community
broader community
▪ Excite policy makers so
they fund an annual
festival
▪ Involve local officials in a
policy forum on
“Establishing a Global
Cultural Centre”
▪ Industry provides the
stage (Hotels, venues
and key attractions)
▪ Festival awards for
best staging / best mini-
events
▪ Local arts groups, cultural
organisations work with
suppliers on events and
staging
▪ Overall festival theme
relates to convention but
goes broader
Killer Concept

57. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Your killer concept for the
destination...
Workshop
Working as 3 person groups, relating
to the association in the group

58. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Framework

59. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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a. Things that help the association
b. Things that help the destination
c. Things that help both
d. Summary of killer concepts
e. State your group’s number proudly
(you may get votes!)
Summarizing and Reporting Your Framework
Maximum presentation time
Workshop

60. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Coffee break

61. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Killer concept presentations

62. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Killer concepts
Vote now on the best:
3 association killer concepts
&
3 destination killer concepts
Go to www.slido.com
#AES

63. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Combining teams

64. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Lunch

65. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Best association killer concept
- Group 4
- Group 11
- Group 21

66. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Best destination killer concept
- Group 21
- Group 11
- Group 6,9,14

67. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Leader board
with new groups
1. Table 4
2. Table 2
3. Table 7

68. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Session 5
Meetings Impact Visioning

69. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Selecting a meeting for impacts
development
Workshop
Working as a team

70. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Destination short-term visioning

71. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Destination short-term visioning
Working INDIVIDUALLY what would people in the
destination be saying after the meeting?
1. What people?
2. They would be saying………
Workshop

72. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Collective destination
short-term vision
Working as a team
Workshop
Decide together one sentence:
“People would be saying...”

73. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Destination short-term vision
reports

74. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Collective destination
short-term vision
Go to www.slido.com
#AES

75. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Association short-term visioning

76. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Association short-term visioning
Working INDIVIDUALLY what would people in the
association be saying after the meeting?
They would be saying………
Workshop

77. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Collective association short-term
vision
Decide together one sentence:
“People would be saying...”
Workshop
Working as a team

78. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Association short-term vision
reports

79. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Collective Association short-term
vision
Go to www.slido.com
#AES

80. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Destination long-term visioning
Meeting Outcomes (Legacy Drivers)
▪ Policy reform
▪ Knowledge exchange
▪ Improved treatment
▪ Improved resource management
▪ Community awareness
▪ Global visibility
At end of meeting
Meeting Legacies
Policy impacts
Applied knowledge outcomes
Health outcomes
Environmental outcomes
Quality of life
Investment or talent attraction
Over time
The difference between meeting outcomes and meeting legacies
Working INDIVIDUALLY what would people in the destination be
saying 3 years later?
1. What people?
2. They would be saying………
Workshop

81. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Collective Destination long-term
visioning
Working as a group – compare
vision notes and agree to a one
sentence long-term vision quote.
Workshop

82. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Destination long-term vision
reports

83. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Destination long-term vision
voting
Go to www.slido.com
#AES

84. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Association long-term visioning
Workshop

85. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Association long-term visioning
Workshop
Working INDIVIDUALLY what would
people in the association be saying
3 years later?

86. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Collective association long-term
vision
Workshop
Working as a group – compare vision notes and
agree to a one sentence long-term vision quote.
“3 years later people in the association would be
saying...”

87. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Association long-term vision
reports

88. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Collective Association long-term
vision
Go to www.slido.com
#AES

89. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Coffee break

90. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Best Destination Short Term
Vision
Group 3
The Meetings
Magicians

91. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Best Association Short Term Vision
Group 2
The
Trendsetters

92. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Best Destination Long Term Vision
Group 6
The Welcomers

93. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Best Association Long Term Vision
Group 6
The Welcomers

94. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Leader board
1) The Trendsetters (Group 2)
2) The Welcomers (Group 6)
3) The Meetings Magicians (Group 3)

95. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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What could you do at your
meetings that drives outcomes
of the visions?

96. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Finalise Meetings Impact Design
Exploring the HOW
Workshop

97. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Prepare your Presentation
a. State the name of the meeting and the association
b.Why the association does what it does (one sentence)
c. How it can use a meeting to accomplish that (in
general terms)
d.What the meeting will do for the association and the
destination
e. How the association and ICCA members can work
together to accomplish the desired impacts
Workshop

98. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Plans for Tomorrow
Group photo
Presentations
Voting for the winning Meetings
Impact Design Team

99. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Housekeeping
Dinner at Margarete
Restaurant Frankfurt
Meeting at 18:45 in hotel lobby

100. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Hope you enjoyed Day 2
Thank you!

101. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
ICCA Association Expert
Seminar 2019
Welcome to
Day 3

102. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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What’s today’s plan?

103. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Presentations

104. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
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Group 7

105. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Group 1

106. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Group 8

107. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Group 4

108. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Group 2

109. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Group 6

110. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Group 3

111. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Group 5

112. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Best Meetings Impact Design
Team
Go to www.slido.com
#AES

113. International Congress and Convention Association #ICCAWorld #AES19 #IMEX19
Sponsored by:
Hope you enjoyed the 2019 AES
Thank you!
And see you next year