Uppsala: Finessing Art of City Marketing

The city of Uppsala, Sweden, was host to ECM’s Autumn meeting. Eighty representatives of Europe’s leading city tourist offices and convention bureaux attended the three day event which addressed the hot topic of city marketing. This included a one day seminar entitled “City Marketing – refreshing the parts that City Tourist Offices & Convention Bureaux cannot reach”.

The seminar – chaired by the former City Marketing Director of Brussels International, André Vrydagh – tapped a variety of expert perspectives – that of the academic and consultant, that of the city marketing agencies themselves, and last but not least that of ECM members as important end-users and beneficiaries of city marketing campaigns and brands.

A dazzling array of speakers presented case studies of city marketing in practice: from the ‘be Berlin’, ‘Only Lyon’, and ‘cOPENhagen’ campaigns through to ‘Stockholm: capital of Scandanavia’ and the celebrated success story from the Dutch capital – ‘I Amsterdam’.

Anna Lindström, Market Director MIC (Uppsala Convention Bureau, Uppsala Tourism) shares her memories of hosting ECM Autumn meeting with us.

In your opinion, what is the most importnant benefit members derive for their attendance at an ECM meeting?

The benefit of ECM meetings for me as a delegate is the networking part of it, the possibility to meet and to share knowledge, challenges and expertise.

What part of the seminar “City Marketing – refreshing the parts that City Tourist Offices & Convention Bureaux cannot reach” was the most enriching for you and why?

The best moment of the meeting in Uppsala, for me, was the presentation made by our colleagues from Lyon. I loved their enthusiasm and energy and the inspirational best practice they shared with us.

Was it an interesting experience to host an ECM meeting?

Working in a convention bureau, it was interesting for me to have to go through the whole chain and process of producing a meeting; to go beyond the budgeting and bidding-process that we work on everyday with clients, and to get involved in the detailed planning, the speaker and entertainment arrangements, and the transport and hospitality functions. We got to see our city as a guest and meeting organizer sees it. This was worth its weight in gold, and gave me much food for thought on how to improve our city as a meetings destination.

For you, what was the best moment of the meeting in Uppsala?

Wow, may I choose only one!? I did enjoy the seminar day very much, and was greatly impressed with the quality and variety of speakers. The seminar was a real high point. Overall, it was a great experience to host the meeting in my home town. All of us at Uppsala Tourism appreciated and enjoyed your company during these three days. Thanks for all the good memories and great fun.

Anna Lindström, Market Director MIC (Uppsala Convention Bureau, Uppsala Tourism)

Uppsala Convention Bureau is a partnership between the local authority and businesses involved in the local meetings industry. Anna has been working for the convention bureau since 1997 and for the last two months has been directing business travel marketing, having taken over from Charlotte Ullberg.

Presentations and pictures available for ECM members on ECM Intranet