Visit Britain
Shape Future Events
The Client's Mission
VisitBritain Business Events sought to enhance their knowledge and work on event legacy and impact within the context of the United Kingdom. In a specialized collaboration, we teamed up with the Global Destination Sustainability (GDS) Movement to assist VisitBritain Business Events in building their capacity. #MEET4IMPACT worked independently to bolster VisitBritain's implementation of impact and legacy within their events and meetings. This dual approach allowed for a comprehensive and multifaceted strategy to support VisitBritain's goals.
The Project's Vision
In Phase 1 (2022), #MEET4IMPACT collaborated with VisitBritain Business Events to co-design the "VisitBritain Business Events Legacy and Impact Toolkit." This educational resource aimed to enhance the understanding of Destination Marketing Organizations (DMOs) across the UK regarding event legacy programs. The toolkit provided guidance on defining legacy, selecting legacy goals, measuring objectives, and highlighted case studies of successful "event legacy" projects.
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In Phase 2 (2023), the collaboration continued with the Global Destination Sustainability Movement (GDSM), delivering a five-part masterclass series on legacy and impact measurement and management. This series aimed to empower professionals to drive positive impacts in their events by utilizing the toolkit and understanding the complexities of legacy measurement. The project was well-documented through a series of videos shared by The Iceberg (Fred Productions), showcasing outcomes and disseminating insights to the industry.
Project Objectives
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Create an impactful legacy toolkit for DMOs across the United Kingdom.
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Provide educational content on event legacy definition, goal selection, measurement, and case studies.
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Deliver a masterclass series in collaboration with GDS-Movement to train professionals in legacy and impact measurement and management.
Project Outcomes
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The toolkit was widely shared as an open-source resource, catalyzing DMOs to initiate legacy projects and connect community issues with association clients' missions.
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50 professionals from DMOs and convention centers in the UK were trained in impact management and measurement through the masterclass series.
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The project was documented through videos, enhancing VisitBritain's visibility in the industry and solidifying their leadership position in Europe in terms of legacy initiatives.
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Several DMOs began planning Legacy Programs to define, measure, and communicate positive event impacts in their destinations.
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