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Glasgow City Marketing Bureau continues to lift the lid on its conference legacy model

This year Glasgow City Marketing Bureau has launched a new campaign to measure the impact of conference legacy on a host destination out-with its local economic value.  
As part of a series of compelling case studies, the Tomorrow’s Bureau, Today campaign will delve deeper into next generation measurement to showcase the importance of conference impact to the business tourism community.

This month Glasgow investigates the benefits a conference can bring to local businesses.  

Associations recognise the benefit of hosting meetings in different locations; by reaching potential new members, getting closer to their audience in different regions and the opportunity to encourage new sponsors and exhibitors from the local area.  

Last year Glasgow hosted the European Archaeology Association Conference and invited local companies and other interested parties to attend, including the University of Glasgow-based Scottish Universities Environmental Research Centre (SUERC), a research centre within the University’s College of Science and Engineering.  

In addition to sponsoring the archaeological science session, staff from the SUERC presented papers to the most prestigious group of archaeologists in Europe and were given the opportunity to network. These scheduled networking sessions not only nurtured relationships but also provided a platform for business to take place.  

SUERC secured a research contract with the Bulgarian Academy of Science which has commissioned a brief to carry out a radiocarbon dating service.  

Professor Gordon Cook, Professor of Environmental Geochemistry (Scottish Universities Environmental Research Centre), said: “Attending the European Archaeology Association Conference provided a new and unique opportunity to present our research to a prestigious group of peers, stimulating collaborative partnerships.  

“It was also the prime opportunity for us to secure a lucrative research contract with the Bulgarian Academy of Science, propelling our radiocarbon dating service to a new audience. It also gave me the opportunity to speak personally to established research collaborators and to initiate other discussions of a more commercial nature.”  

Aileen Crawford, Head of Conventions at Glasgow City Marketing Bureau, said: “Our Tomorrow’s Bureau, Today legacy series is a really interesting campaign and a model which we hope will be of interest to other world leading conference destinations.  

“For obvious reasons, traditional measurement systems have predominately focused on the financial benefit of a conference but we are committed to showcasing the added value legacy benefits that, until now, our industry has found harder to quantify.  

“Our close working relationships with Glasgow Chamber of Commerce, our city’s Inward Investment team and Scottish Enterprise are there to help us leverage the commercial potential of conferences to local industry.  

“The European Archaeology Association is another example of a local business benefitting from a conference. Without that conference taking place in Glasgow, the commercial opportunity would have been missed.”

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