Global MICE Forums commissioned a marketing and communications strategy for GMF Latam Edition 2026, held in Cartagena de Indias, Colombia, from August 9 to 11. The event connected destinations, hotels, venues, suppliers and other MICE industry professionals with international buyers.
From interest to registration.
The goal was to attract qualified audiences, explain the event format, nurture prospects and support registration. Prearranged one-to-one meetings, international buyers and business opportunities formed the core value proposition.
Content Marketing.
GUIO developed a commercial narrative addressing real MICE challenges: turning contacts into business opportunities, participation ROI and the quality of strategic meetings. The funnel covered attraction through industry opportunities, consideration through buyers, agendas, testimonials and webinars, and conversion through benefits, follow-up and closing messages.
Email Marketing and webinars.
News covered the event, international business opportunities, buyer profiles, one-to-one agendas, ROI and previous editions. Invitations, reminders, webinar-day communications, benefits and registration deadlines accompanied each stage of the journey.
Webinars explained industry trends, international business, prearranged meetings, participating markets, cases, testimonials and the GMF format. Benefits and follow-up messages supported decisions after each session.
WhatsApp, SMS and digital content.
Direct messages delivered invitations, reminders, registration and session links, follow-up, benefits and final calls. Digital formats included short videos, carousels, educational content, testimonials, cases and buyer information, following a corporate, international visual direction focused on business.
Design and digital advertising strategy.
GUIO developed concepts, copy, design, adaptations and digital layouts for news, invitations, reminders, informational pieces, benefits and registration-closing communications.
The strategy contemplated LinkedIn Ads for qualified B2B audiences, Meta Ads for amplification and remarketing, and Google Ads for relevant MICE and networking searches.
Project achievements.
- An integrated Content Marketing strategy and news for different funnel stages.
- Development and promotion of webinars for acquisition and conversion.
- Email, WhatsApp and SMS integrated within one communications strategy.
- Content addressing real MICE industry challenges.
- Buyers, one-to-one agendas and business opportunities communicated as event differentiators.
- Testimonials, cases and closing campaigns to support confidence and registration decisions.
- A consistent commercial narrative in the months preceding the event.
The campaign communicated event attributes including more than 55 international buyers, structured agendas and participation from Europe, the United States and Latin America. These are characteristics of the event, not performance results generated by GUIO.
