GSMA

Company: GSMA, Atlanta, GA
Company Description: The GSMA (GSM Association) represents the interests of global mobile communications industry, and focuses on innovating and creating new opportunities for its membership with the goal of driving growth in mobile communications. The GSMA produces several large events each year including GSMA Mobile World Congress.
Nomination Category: Web Awards / Web Site & Blog Categories
Nomination Sub Category: Non-Profit Organizations

Nomination Title: GSMA Mobile World Congress USA Experience

1. When was this site or blog first published?

9 November 2009

2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words). Include here the URL of the nominated web site or blog. IMPORTANT: begin the URL with http://, and enclose the URL in square brackets - e.g., [http://www.ourwebsite.com]:

http://www.mobileworldcongress.com/experience/mwcexperience.html
The GSMA and its global mobile industry conference GSMA Mobile World Congress
have a strong brand and leadership role in the European market. With this flash
our primary objective was to educate the US market and increase attendance to
MWC by 5%.

Credibility needed to be established with personalized engagement online, and
thus the virtual tour/experience was developed. It was hugely successful driving
39% more paid USA attendees year on year. The online survey measured a 95%
positive feedback rating, a 21% increase in USA web traffic, and the piece was
consistently ranked in the top 20 most visited web pages.

3. List the appropriate creative and production credits for this entry:

Development of GSMA Mobile World Congress Experience
Agency: JWT MICE - Hong Kong
Contributions and Edits from GSMA: Julia Forsyth, Global Marketing Manager, GSMA
Edits GSMA: Dave Bailey, Marketing Events Director, GSMA
Account Director, JWT MICE:: Cally Cheng
Creative Director, JWT MICE: Lengkuan Lim