The delegation consisted of six US states’ representatives and Related took care of all travel arrangements of the group whilst in Scandinavia. The sales mission consisted of a combination of in-house presentations at different tour operators’ offices and evening events in the capital cities. As the sales mission took place in December, the evening events also had a Christmas-touch consisting of a Christmas cookie workshop at each event. The decoration of the Christmas cookies formed as each of the five American states both enabled the Scandinavian agents to learn more about each state, but it was also an opportunity for the US states’ representatives to network with the Scandinavian agents.
Specifically, the sales mission resulted in nine in-house product meetings with key tour operators across Denmark, Norway and Sweden, a story pitch presentation to five Danish media contacts and nearly 100 sales staff trained across Scandinavia.