Does your convention bureau already run a well-established Ambassador Programme, but you're searching for that small twist or unique offering that sets your programme above the rest? Aimed at destination marketers experienced in creating and implementing Ambassador Programmes, this session will provide delegates with the tools to innovative and develop their programmes even further for the continued benefit of their local communities.

1. International Congress and Convention Association #ICCAWorld#HoustonLaunch
Measuring impact
of ambassador
programmes
Steen Jakobsen
Dubai Business Events

2. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Established in 2010
• Owned and managed by Dubai Business Events – The Official Convention
Bureau for Dubai
• Aimed at connecting and supporting individuals who are committed to Dubai’s
growth and global positioning
• Objectives:
– Help us identify and bid for key international meetings and conferences
– Grow Dubai into a hub for knowledge and innovation
– Contribute to the objectives and global positioning of our Strategic Partners
– Support our ambassadors in achieving their personal and professional
aspirations
• Current number of ambassadors is 340 individuals
The Dubai Al Safeer Ambassador Programme

3. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Medical professionals, leading scientists, researchers, academics and subject matter
experts working in Dubai and the UAE
• Represents academic institutions, associations, and government departments across all
industry verticals and scientific sectors
• Passionate about Dubai and share an interest in promoting the Emirate as well as their
scientific or industry field to the outside world
• Share a willingness to collaborate with other stakeholders in the city and engage with
their peers internationally
• Share a vision to drive knowledge exchange, foster thought leadership and create impact
for the benefit of Dubai and the UAE
Who are our ambassadors

4. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Based on strategic partnerships with government entities, universities and
associations across the UAE
• Currently MOUs in place with 15 strategic partners such as:
– Dubai Health Authority
– Dubai Municipality
– Society of Engineers
– Emirates Medical Association
– University of Dubai
• Annual project plans outlines objectives, activities KPI for each strategic partner
• Designated DBE account manager and MOU partner contact persons manages
annual project plan
Strategic Partnerships

5. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Set annual objectives
• Hold strategic partners and ambassadors accountable
• Key Performance Indicators
– New bid opportunities
– Bid submissions
– Bid wins
– New strategic partners
– New ambassadors
– Parters and ambassador satisfaction
• Review and report regularly
How to measure impact
0
20
40
60
80
100
Bids submitted
2016 2017 2018
0
5
10
15
20
25
30
35
Bids won
2016 2017 2018

6. #ICCAWorld#HoustonLaunchInternational Congress and Convention Association
• Annual event with special recognition of sucessful ambassadors
• Publish and share ambassador success stories in local media
• Provide ambassadors and their families with tickets to entertainment events, hotel
stays, shopping and restaurant vouchers etc.
How to motivate ambassadors

7. International Congress and Convention Association #ICCAWorld#HoustonLaunch
Thank you!