Denmark launches new outreach meetings alliance

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Denmark launches new outreach meetings alliance

Denmark’s four leading meetings destinations have banded together to launch a new programme designed to make international conventions more impactful for both associations and destinations. The programme includes a new model of collaboration between meeting organisers and host communities – especially local businesses.

The Danish destinations – gathered in the alliance MeetDenmark – will launch the programme officially during IMEX in Frankfurt.

Bettina Reventlow-Mourier, Deputy Convention Director and Head of Congress for Wonderful Copenhagen, said: “Our goal is to build a new world-leading model for outreach.

“We want to create a significant value-add for the international associations coming to Denmark. We are focused on helping associations achieve greater impacts in fulfilling their own goals and missions while also strengthening the value of visiting congresses for Danish society beyond the traditional direct economic benefits.  We’re looking to develop a powerful nexus between community goals and association goals.”

Allan Tambo Christiansen, Head of Conventions for Visit Aarhus, added: “We feel that if we do this well, we have a point of difference. “We see this as part of our national brand. We want Denmark to be seen as world-leading in terms of pro-actively building meeting impacts and legacies. And, we think that associations will be interested in what we have to offer. We want to help them find new ways of engaging with our communities, because we think there is an opportunity to do things in a much different way.

“We want everyone saying ‘WOW’ when the meeting is over, and, then three years later we want them to still be talking about the difference that meeting made. One of the keys to that is for our community to maintain the relationship with the associations after the meeting has come and gone, and to keep working on achieving key outcomes.”

As part of the launch, MeetDenmark has released three case studies on congresses held recently in Denmark and that had high impacts which should drive future legacies. They are:

Women Deliver, which met in Copenhagen in 2016.  With an attendance of 6,000 delegates, the congress generated enormous international attention, local media coverage and four new documentaries on Danish television. Future legacies will be strengthened by new partnerships, policies and funding that was generated and the fact that 20% of attendees were young people.

The Danish Microbiological Society, which met in Copenhagen in 2018 and showed that small meetings (200 delegates) can have big impacts. The congress achieved significant coverage in scientific journals and pursued an active social media approach as well as extensive public engagement. The developing legacies centre around stronger cross-sector collaboration and future dialogue across clusters.

The Nordic Federation of Societies of Obstetrics and Gynaecology, which met in Odense in 2018 with attendance of 925. The immediate impacts included 14 pre-congress workshops at the University Hospital for Nordic trainees, a public exhibition to enhance community awareness and increased funding for the science.  The enhanced focus on the science and improved practices should secure better public health outcomes over time.

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Managing Editor, Conference News & Conference & Meetings World. Write Paul an E-mail

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