Photo credit: Convention Bureau Italia

Convention Bureau Napoli used micro-influencer to promote the destination

When we meet we change the world is MPI – Meeting Professional International official motto. This is how Giovanna Lucherini, Managing Director of CBN, MPI Italia Past President and MPI European Advisory Council Member met Mariska Kesteloo, Past President of MPI Belgium and founder of Word of MICE.

They decided to start a campaign together by using the power of social media MICE influencers to reach out a new target audience and tell and share the story about this unconventional Italian destination.

“CBN requested support from Word of MICE: my agency is specialised in the MICE market which connects the right influencer with the right client,” Mariska Kesteloo declares. “My start-up – the first and only global MICE influencer community – has chosen Napoli to launch its pilot-project marketing campaign #MeetinNaples. It was a challenging and strategic process, as influencers in our industry are ‘new’, luckily it was a fruitful collaboration between 3 parties, that is the influencer, CBN, and the agency WoM”.


The campaign will be finalised at the end of the July and the final results will be published within the next months. Napoli has excellent flight connections from all over Europe and beyond to welcome ‘MICE’ groups: a combination of 2,500-year-old culture, mild climate and excellent gastronomy will guarantee the success of every event.

The decision to use the network of a social media influencer (micro-influencer) is key to reach out to a new audience. It’s always better to be recommended than to recommend yourself. Authenticity, creativity are key but the biggest asset is knowledge. Napoli decided to use a micro-influencer from within the industry to tell the story of this unique destination, from another point of view. Influencers in the MICE industry are not yet ‘common’ to use.


“Napoli is more well-known as a tourist destination and not yet as the place to be for your business events,” Giovanna Lucherini says. “CBN wanted to stand out from the market and decided to invest part of its marketing budget in a different way, to be unique, like the atmosphere in the city. Above all, to enlarge the visibility, to create brand awareness for the city and its newly born Convention Bureau Napoli. We received professional support and advice where needed and, although it was a pilot-project on a small scale, all parties achieved their goals.”

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