Photo credit: Official tourist website for Prague

The “Bridge to Prague” a year-long campaign was launched by the Prague Convention Bureau and ICCA (the International Congress and Convention Association) in November 2016 aiming to introduce Congress Prague to the meetings industry experts who were considering attending the 56th ICCA Congress, that was held in Prague from 12 to 15 November 2017.

The central theme of the campaign, which included both online and print media communication and social media, were bridges. These, in the same way as congresses and conferences, perform the functions of connecting and strengthening interactions.

When distributing the content covering the 56th ICCA Congress and Bridge to Prague Campaign, the Prague Convention Bureau focused mainly on social networks (57% of all communications) and on online media (34%), while the rest of the articles were published in print media (9%). As for the social networks communication, Twitter dominated with an average engagement rate of 2%. As Roman Muška, Director of the Prague Convention Bureau, explained Twitter and Instagram that used #BridgetoPrague were a total success, with a total of more than 3.1 million impressions.

ICCA’s Director Marketing Mathijs Vleeming said the Bridge to Prague campaign took the social media PR to another level as “building bridges” developed into the theme of the Congress. It was a joint campaign: Prague CVB used it to refer to the over 677 bridges in Prague, and ICCA linked it to the international meetings industry as a bridge and relationship builder. Prague also successfully used the theme in interactions with their local stakeholders, “crossing the bridge” between the global meetings industry and Prague’s local community.