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Piecing together
your perfect event

Del pasado 25 a 28 de septiembre PortAventura Convention Centre acogió en sus instalaciones la feria internacional del Grupo Autodistribution, distribuidor líder independiente de automóviles y vehículos de mercancías pesadas en Francia con la participación de grandes marcas de referencia en el mundo automovilístico como Michelin, Continental o Shell, entre otras. Un evento organizado por la agencia de eventos francesa Mandrego y PortAventura Business&Events.

Un total de 2.500 personas disfrutaron de una jornada de tres días donde vendedores, comerciales y propietarios se reunieron con la organización de AD y compartieron experiencias y visiones en la sala plenaria Alexandria 1+2 del Centro de Convenciones, donde albergó a un total de 800 asistentes.

Los stands y expositores de la feria se ubicaron en las Salas Cartago 1+2 y en parte de los espacios exteriores del Centro de Convenciones. Además de las jornadas de feria, los asistentes disfrutaron de otras actividades durante los días de la exposición. El pasado sábado 26 participantes asistieron a una Cena Cocktail con vistas al lago de Mediterrània en PortAventura Park, acompañados de un espectáculo de Castellers, actuaciones y fuegos artificiales.  Durante uno de los días de la jornada no pudieron faltar las actividades de Teambuilding, donde una de ellas fue realizada en PortAventura Park.

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1.050 comensales asistieron al evento de este año, en el que se han recaudado fondos para la implantación de Projecte Home en Tarragona

PortAventura, 3 de octubre de 2014. Un año más, la Cena Solidaria organizada por la Fundación PortAventura ha superado las expectativas de la organización. El evento, celebrado el pasado 2 de octubre, reunió a 1.050 comensales entre políticos, empresarios, periodistas y representantes de entidades benéficas y sociales.

Con el PortAventura Convention Centre como escenario, la cena benéfica, que ha celebrado su 4.ª edición, logró recaudar 71.250 €, superando la cifra del año anterior (65.300 €). El importe recolectado contribuirá a la implantación de Projecte Home en Tarragona, de forma que la ONG catalana podrá desarrollar en la provincia distintos proyectos centrados en la atención, el tratamiento y la reinserción social de las personas con problemas de drogodependencia.

En palabras de Ramón Marsal, presidente de la Fundación PortAventura, “para nosotros supone una gran satisfacción ver que la iniciativa de la Cena Solidaria cuenta cada año con la participación de más personas. Sus aportaciones nos permiten ayudar a proyectos solidarios dirigidos a mejorar la calidad de vida de los sectores más desfavorecidos de nuestra provincia, como es el desarrollo del centro Projecte Home en Tarragona.”

Esta iniciativa solidaria forma parte del compromiso de la Fundació PortAventura, principalmente con los niños y jóvenes en riesgo de exclusión. Con el objetivo principal de ayudar a estos colectivos, la Fundació colabora con distintas entidades de proximidad mediante la financiación de proyectos de divulgación, formación y sensibilización de cada uno de sus ámbitos de actuación.

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Laura Valdeolivas, newly-appointed as Head of Business & Events and the PortAventura Convention Centre, will be in charge of this latest phase of our development.

 PortAventura, 20th August 2014 – PortAventura has decided to promote its activities in the area of Business & Events; a sector that has maintained a steady rate of growth in recent years, even during hard times for the economy as a whole. PortAventura Business & Events has been busy throughout this period, transforming itself into a benchmark-setting organiser of major events for clients such as Nike, L’Oreal, Sharp or Dow. PortAventura has now set itself, as a key objective, the task of acquiring new clients in countries such as France, the UK and Germany, while breaking into the markets of the United States, Russia, Scandinavia the Benelux countries and elsewhere.

PortAventura is entrusting the leadership of this project to Laura Valdeolivas, formerly in charge of commercial management in our Events Division, who has now been promoted to Head of PortAventura Business & Events. This move will allow the company to rely on its existing Business & Events team, which will be reinforced by the addition of professionals specialising in both the commercial and event-organisation aspects of the venture.           

The versatility of this division of PortAventura has allowed it to organise all manner of events, including 75 this year alone for companies operating on both the domestic and international markets. More than 50,000 people in total have attended these events, where they have able to take full advantage of the services offered by the PortAventura Convention Centre, along with the resort’s hotels and leisure park facilities. Visitors from Spain, France, Germany, Italy, the UK, the United States and the Netherlands have come to attend conferences and conventions, incentive-related events, business meetings and sports fixtures. The highly versatile nature of its facilities has also allowed PortAventura Business & Events to host events relating to socially-aware and charity initiatives, including cooperation between the PortAventura Foundation and AFANOC (a family association for children with cancer); a local Down’s syndrome charity or Carrera Solidaria, which organises charity runs; along with corporate events for firms such as Volkswagen-Audi España, Cobega, Torres, TUI France, Peugeot España, Zurich España, Ferrari or Unilever. This autumn, the PortAventura Convention Centre will be the venue for such key events as the Catalunya-Costa Daurada Catalan RAC Rally, now in its tenth year and a qualifying part of the World Rally Championship.

Laura Valdeolivas, Head of PortAventura Business & Events

Laura Valdeolivas is a graduate in Protocol and Event Management of the European University of Madrid, with a degree in Protocol, Institutional Relations and Event Management awarded by the International School of Protocol and a higher qualification in Institutional Relations awarded by Miguel Hernández University. She has more than 15 years experience in the MICE sector, initially as a Congress Associative at PharmaMar and more recently at PortAventura. She joined our Business & Events Division in 2008 as Events Operational Director, contributing decisively to the initial setup of the PortAventura Convention Centre. She then went on to take charge of our commercial events team, before being appointed Head of Business & Events.

 

Health information commitment

Health is one of the main demands and concerns of citizens.  The best response to this demand is to provide more and better health information to a public audience that is becoming increasingly more informed and educated on these matters.

To communicate to society all that is related to their quality of life and health demands excellence, professionalism, devotion, passion and responsibility as society itself demands accurate, rigorous and accessible information.

Regarding health issues, the media perform two main functions; it can interpret for the public the scientific information and government policies and, at the same time, reflect the concerns of society.

Journalists increasingly demand deep, specialised and precise knowledge of issues that form part of everyday life in terms of health and care, and, to this end, health institutions (companies, healthcare institutions or organisations working in the health sector) must provide the media with this information so that it may be deciphered, disseminated and made accessible to society as a whole.

As an organisation, the added value we bring to communications when we talk about health is significant, because we talk about issues such as science, innovation and the value of medicine.  It is imperative to transmit this value beyond the business level, and help to develop and preserve the image of the sector.  It is necessary to work not only individually but also as a sector and in partnership with the institutions encompassed within this field.

It is along these lines that we must trace a path for health and medicine to not just become integrated into current affairs, but for this to be done with greater specialisation and generation of information.

Particular characteristics of the pharmaceutical industry

Specifically within the environment of the pharmaceutical industry communication is also subject to regulatory and legal framework governing its reporting activity.

On a basic level, there is the Spanish Code of Practice for the Promotion of Pharmaceutical Industry Medicines, a code for self-regulation of the relations of the pharmaceutical companies with healthcare professionals and patient associations, in accordance with which any information or action aimed at raising awareness amongst the general population requires strict controls for approval.  Amongst these regulations, it is not permitted to use drug trademarks in communications addressed to the general population.

On a secondary level, own Internal Deontological Codes, such as the Code of Conduct, in our case, Novartis, a benchmark for appropriate behaviour and set rules to deal with our employees, customers, suppliers, authorities and the general public. To establish attractive working conditions and to protect the assets and interests of Novartis.

Corporate communications in health

In a corporate environment, communication is based on the image, on the identity of the company that defines the essence of what it is and the communication processes established to project that image.  The identity of the company, its culture, relational system and communication are key components of the new management.

In the specific case of the Novartis Group, communication is a medium to convey the objectives of the organisation; it is used to develop and implement the information policy and reporting for internal and external audiences; it coordinates, strengthens and supports the implementation of policies concerning reputation, social responsibility and transparency.

The Communications Department is responsible for the detection and channelling of informational opportunities and maintains relationships with stakeholders, as well as handling management of all activities related to communication, media and information channels.

In order to carry out effective and professional communication within an organisation, it is necessary to provide added value through innovation and trust; to carry out 360° multi-channel communication (without thinking only in terms of the written word); maintain commitment and collaboration with the sources of information (scientific associations, academic organisations, journals of renowned prestige, patient associations, hospital managers and health professionals).  All this with the support of the media, adapting communications to different types of media with differential strategies based on audiences and the needs of each channel.

El pasado 21 de Mayo tuvo lugar en el Centro de Convenciones de PortAventura Business & Events el primer encuentro de Directivas, que congregó a las más influyentes directivas de ámbito nacional. La jornada tuvo lugar bajo el lema: ‘El liderazgo femenino’ donde se expusieron diferentes puntos de vista sobre el rol de la mujer en el sector empresarial y principalmente en el sector MICE (Meetings, Incentives, Conventions & Events).

Un primer encuentro entre directivas que pretende ser un referente para el Centro de Convenciones de PortAventura BE.

Cristina Herrerias, Marcilla; Nuria Zabala, Tote Vignau; Elena Sánchez, Presidenta de GYJ; Esperanza Monturus, Simorra; Anna Rubiera, Kyrocream; Anne Rechain, Dime Networking; Agatha Puigmal, EventoPlus; Liz Monfortm, Fundadora de Believefoodworks, fueron algunas de las asistentes que intercambiaron sus visiones en las sesiones #WomansTalk.

Elena Sánchez, presidenta de GYJ España expuso el proyecto: ‘Happy Chandara’ en una de las conferencias organizada por el centro: iniciativa solidaria que tiene como objetivo escolarizar y dar ayuda a las niñas de Camboya. Un proyecto que lleva en marcha desde 2006. Además todas las asistentes pudieron intercambiar sus impresiones en la mesa redonda realizada en la misma jornada.

Un primer acercamiento entre directivas que sin lugar a dudas, consiguió remarcar la importancia del ‘liderazgo femenino’ en el sector empresarial y que seguro acarreará una importante visión para próximas citas de temática similares. Un FAMTRIP que logró marcar la diferencia y que pretende ser referente en futuras ocasiones.

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It was during one of those typical 90s events of the last century when I first experienced the communicative potential of sport applied to business management. As a new sales team leader I had to give a presentation to a large group that included, besides the national sales team, managers from other departments and overseas guests, not least the director of EMEA who did not look favourably upon the “youngster” who had started in Finance and was now dealing with Sales. It occurred to me to combine a traditional presentation with images of judo taken during the Barcelona Olympics, in which I had participated as head of the Competition Secretariat. I found it very easy to convey the message, and most importantly, I managed to surprise and motivate the audience. As a result I was able to dispel the doubts of the European director and my colleagues within the experienced sales team. Today I still remember the presentation that inspired me to develop years later the method of Judo Management.

The event should amaze and inspire. The format is specially created to provide information and the ultimate goal is to create long-term memory. So how did judo help me to achieve these aims?

Judo, which is Japanese for “the way of flexibility”, was founded by Jigoro Kano at the end of the 19th century with eminently training purposes. To combat his physical weaknesses, Kano began practising ju-jitsu, a martial art without weapons developed by and for samurais, discovering through his practice that he was not only become stronger physically but also intellectually and therefore could apply it to his life experiences. That is why judo embodies, as well as the citius altius fortius (faster, higher, stronger) of the Olympic programme, which it has been part of since 1964, an additional intellectual and moral dimension, in the words of Jigoro Kano: “The main goal of Judo is to instil in the soul of man a spirit of respect for the principles of maximum efficiency, and prosperity and mutual aid to be applied to your life.

Judo is not just storytelling, a tale to accompany the principles, tools and tasks of management, it is management in itself. It is learning to use resources effectively and efficiently. Using it as input and associating it with the appropriate input can achieve the desired effect. The key is to correctly associate the verbal message and the visual stimulus. The design of the event with a multi-sensory integration of information contributes to strengthen the message and enhances the learning experience.

Currently the judo management method, in addition to verbal and visual presentation, also combines performing judo exercises for non-judo practitioners, and in this way the participant focuses better and absorbs more content for which the event has been organised.

This is an innovative format that updates and provides training for professionals in a world that is constantly changing and becoming increasingly faster. There is no doubt that it is necessary to find proposals that break with rigid frameworks and events that resemble each other. The goal is that attendees will be inspired and leave with a unique souvenir, just like Nelson Mandela in Barcelona ’92.

Ferran Agúndez

Founder of Judo Management

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Del 20 al 22 de Mayo tuvo lugar en Frankfurt una de las ferias más relevantes del mundo MICE de toda Europa: IMEX 2014. Durante 3 días, expertos, agencias de viajes, agencias de eventos e incentivos, clientes y compradores internacionales tuvieron la oportunidad de intercambiar experiencias del mercado y abordar temas en el sector  eventos.

En esta ocasión los organizadores de IMEX 2014, llevaron un paso más allá la feria y no solamente han querido tener presencia en el propio recinto ferial, sino han creado una pequeña comunidad en las redes sociales además de un movimiento social. También, han ofrecido la oportunidad a todo el mundo el poder asistir a las conferencias y diferentes shows en directo vía ‘streaming’.

Jordi Yera, Sales Executive de PortAventura Business & Events formó parte de los más de 4.800 visitantes que estuvieron rodeados de 3.500 expositores, dónde el mismo centro de convenciones tuvo ocasión de formar parte, con más de 3.900 compradores invitados. Además de un gran despliegue de actividades, conferencias por parte de  expertos en el sector y reuniones B2B, IMEX  puso a disposición de sus visitantes la posibilidad de visitar la ciudad alemana durante los 3 días que duró la convención.

Bajo el lema “12 años de Ideas” IMEX ha logrado un año más las altas expectativas que lleva a sus espaldas por parte de sus visitantes y organizadores; haciendo de Frankfurt una ciudad ejemplar para albergar la feria. Doce años para reafirmar IMEX como una de las ferias claves para compradores del sector MICE.

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On Saturday 26th April IBTA’ had the opportunity to spend a day visiting PortAventura Convention Centre, Hotel Caribe, Hotel PortAventura and Hotel Gold River, where they stayed with direct access to PortAventura Park.

During this day some members of the PortAventura Business & Events sales team gave the IBTA team a guided tour of the centre’s facilities. Among the attendees who were able to enjoy this visit were: Juli Buriel, General Manager of IBTA and Meritxell Gacimartín IBTA Communications Director, in addition to managers and representatives from companies such as Thea Laboratories, Autoglass, Farma Group, Jungheinrich, Global Event and Nissan.

Team members were able to enjoy a welcome dinner at Hotel Gold River’s Opera restaurant set in the Wild West. During the visit they did not pass up the opportunity to soak up the warm setting that recreates the fishing village of Mediterrània, savouring the moment with a glass of wine in the Vinosfera restaurant and later with a paella in the authentically Mediterranean Raco de Mar.

“These days have been packed and in my case I have returned to relive the spirit of PortAventura”, “It was a surprise to discover the magnificent convention centre and the possibilities that Port Aventura offers as a whole” were the impressions of David Catalán, Autoglass Customer Service, and Berta Sanchís, Nissan, respectively.

 ‘Fam Trip Travel Manager’: a product familiarisation trip.

‘Fam Trip’ is not only organised as a visit to the park, but also with the objective of gaining a better understanding of what the resort has to offer by way of events and conferences. With this first contact with the space, in 2014, the MICE sector will take on a more prominent role in future visits.

More information on the Iberian Business Travel Association [IBTA]:

Twitter: @Asoc_IBTA

Web: www.revistatravelmanager.es

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On 7th May, the fifth Canal CEO breakfast took place.  For this fifth edition, more than a dozen senior directors attended the event, accompanying Andy Stalman and journalist Fernando Olmeda. Victoria Galván, Marketing & Communication Manager for PortAventura Business & Events was also present at this 5th Canal CEO Breakfast, which was sponsored by the convention centre.

Andy Stalman explored the notion of “turning a problem into an opportunity” thanks to the expansion of social networking and creativity.  Stalman has recently launched his book Brandoffon, which attempts to explain the development of brands in offline and online incorporation.  For Stalman, brands are what “make the rules of the game” and the role of the manager is vital to execution.  One example is the CEO of Virgin, who “shares content all the time and blogs once a week”.

The role of brand ambassadors should not belong only to management; this task must also be undertaken by team members.  Stalman recalled how the Americans “have a way of defining the branding” that has a lot to do with their culture and methods of organisation.

In this new era and with this new type of communication confusing strategies are being created for businesses, “most companies are looking for attention on social networks yet sometimes don’t even know how to answer the phone“.  It is important to know how to create brand and generate business, the client is not seeking friendship but profitable information.

Fernando Olmeda questioned the depth and accuracy of stories at a time when many are elicited by companies. Stalman went on to explain that “as humans, we love stories, but those that stir up emotions ...”

The 7th edition of the ‘Best of M.I.C.E. Networking Forums’, held in Venice from 23rd to 26th April, brought together more than 120 experts and specialists in the MICE sector. Montse García, Sales Development Manager for PortAventura Business & Events attended this event organised by: ‘ABC Corporate Business Solutions’

According to the speech given by Angelo Faloppa, president of ‘Welcome2 Venice Convention Bureau’, “For Venice, ‘The Best of M.I.C.E.’ is a key event for both the city and for the participants, as it allows them to experience what Venice has to offer the different corporate entities”. Laurent Fuchs, C.E.O. of the company organising  Best of M.I.C.E added: “In this new edition, we open the door to new exhibitors and particularly American and Asian companies, but also achieve a diverse attendance of visitors and buyers invited over from Germany, United Kingdom, France, countries in Northern Europe, Italy … and especially USA, Russia, India, China and Brazil.  We also welcome experts from the industry and in particular specialists in strategy, organisation, and administration, but especially in communications, cost optimisation and motivation”.

‘The Best of MICE Networking Forums’ takes place year after year in attractive , stable, safe locations with good transport links between the major cities of the continent that hosts the event. The selected destination has a sole objective:  To attract the best MICE buyers.  

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