Convention Bureau Napoli launches its first MICE influencer campaign


When we meet we change the world is MPI- Meeting Professional International official motto.

This is how Giovanna Lucherini, Managing Director of Convention Bureau Napoli, MPI Italia Immediate Past President and MPI European Advisory Council Member met Mariska Kesteloo, President of MPI Belgium and founder of Word of MICE.

#MICE to #MeetinNaples that was the conclusion of the fruitful meeting between Convention Bureau Napoli and Word of MICE.

The start-up Word of MICE – the first and only global MICE influencer community – has chosen Naples to launch its first MICE influencer marketing campaign. Giovanna asked more background information about this project.

Why have you chosen Naples for your pilot project?

On last May I visited the destination for the first time and I immediately realized that Naples has a huge potential, even though the city is not well known outside of Italy as a MICE destination.

Naples is an experience to be lived and shared, therefore an influencer campaign is the right fit for this destination. It’s a perfect way to spread the message in the right target audience and to show its potential and possibilities in a sustainable and creative way told by experts from the MICE industry. I am very thankful that Naples saw the true potential of setting up an influencer campaign and let’s create together a success.

How do you start with an influencer campaign?

First of all, we start with the strategic plan of Naples, what is their goal, who is their target audience, in which country are they based, and many other related questions to receive all information to find the right influencers. Together with the influencers and Naples we created a campaign within the right channels to give more visibility and awareness to the destination. We always recommend to create a campaign for at least 6 months because it’s B2B which has a different effect than a B2C campaign. During the campaign we will highlight the reputation of the destination and the potential of Naples as a MICE destination.

What do you think about Naples as a MICE destination?

After I have experienced Naples, I saw with my own eyes the incredible potential as an incentive and meeting destination. However, Naples is not a fit for every market and group but it has the ideal components for any meeting sized up to 1100 pax (in one conference room) and incentive groups from Europe. Many beautiful cultural heritage sites and an easy access directly to the city centre are just a few examples. Naples is an undiscovered pearl in the south of Italy! If Dolce & Gabbana choose this particular destination to launch their new collection, says a lot about the potential of the city.

Follow Convention Bureau Napoli on social media channels to discover more on this pilot project in the upcoming months!

Stay tuned!



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