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Return to Bulletin Home - March 2010 |
DESTINATION MARKETING North America and Australia/New Zealand Workshops Fueled by Destination Focus In our last issue, we explored the power of destination marketing as a source of competitive advantage in international recruitment. This phenomenon was on full display during the inaugural ICEF North America Workshop in Miami last December.
This edition of the long-standing Miami event marked its relaunch as the ICEF North America Workshop—a destination-focussed event exclusively for educators from the US and Canada. The workshop provides these educators with the opportunity to showcase their programmes to a large group of agents from all over the world, all of which specialise in sending students to North America. The 2009 workshop sold out more than two months in advance, confirming the need for a specialist networking forum in the region. Educators from 140 American and Canadian institutions met with 209 ICEF-screened agents from 52 countries around the world. In 2010 the ICEF North America Workshop moves to Canada where Toronto will be the first Canadian city to host the event from May 13-15. The success of these North American destination marketing events is reflected in the continued strong performance of the ICEF Australia New Zealand Agent Workshop—a destination-focused event that alternates between Australia and New Zealand each year. In 2009, the ANZA workshop hosted 539 delegates from 402 organisations in Auckland, New Zealand. This year's workshop will be held in Melbourne from April 21-23. The event is open exclusively to educators from Australia and New Zealand and is filling quickly. |
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