Case Study – PCMA Conference



Tourism Vancouver – PCMA Conference

Social Concierge // Social Media Engagement // Customer Service // Content Creation // Graphic Design


The Brand

The PCMA Convening Leaders Conference is an annual event that brings together event planners from around the world. The conference showcases the latest innovations in event technology, meeting design, and business event strategy. Taking place in a different location each year, PCMA is a tremendous opportunity for the host city’s destination marketing group and tourism board to show off their city to event planners. The conference will have an estimated $100 million impact on Vancouver’s economy over the next 10 years.


The Objective

We were contracted by Tourism Vancouver to help support their social media efforts during the conference, and to help provide an elevated experience and level of service for attendees.


What We’ve Done

Popcorn team members acted as a “social concierge” for the conference and were the go-to resource for all things Vancouver related. In addition to monitoring the conference hashtag on social media, we were also actively monitoring the social feeds looking for surprise-and-delight opportunities to really “wow” attendees. Popcorn also produced high-quality, real-time visual content for the PCMA’s social channels, and designed various printed marketing materials for conference.


The Results

We grew Tourism Vancouver’s Twitter account by 200+ followers and their account had over 445 interactions with conference delegates in 3 days. The 423 tweets sent out reached over 200,000 people. The engagement rate on the tweets averaged 7%, which far exceeded their typical rate of 2%. On Instagram, we worked directly with their photographer to capture and documents moments as they unfolded. This resulted in nearly 600 Likes and an average of 27 comments per photo during the 3 days. We caught wind on social media that one particular event planner from the US lost an earring during one of the receptions, and we tracked her down and surprised her with a replacement pair made by a local jeweller. Destination Canada’s Explore Canada Awards of Excellence honoured the campaign with the “Most Innovative PR Campaign” award. According to the judges, “PR for conferences is typically boring, with formulaic videos and social media that merely shares and retweets what attendees post. What made the PCMA Convening Leaders Vancouver campaign innovative is that they created an unusual (and adorable) video starring toddlers, and they used social media as a customer service tool, answering attendees’ questions and solving their problems.”