meetings-international 26

ECONOMIC DEVELOPMENT
“Our strategy is global by design,
and intentionally without borders”
economic development agencies to
assess which centres aligned with
Canada's national sector priorities.”
From there, Chantal Sturk-Nadeau
hired Virginie De Visscher, Senior
Director of Economic Development
Sectors. She works closely with Invest
in Canada and Global Affairs Canada,
and with their trade commissioners
around the world to identify business
event opportunities aligned with
Canada's priority sectors: advanced
manufacturing, agribusiness, life
sciences, natural resources and
technology.
“We don't care where the business
opportunities come from, geographically
speaking. Our strategy is global
by design, and intentionally without
borders. You could be coming out
of Singapore or Australia it doesn't
matter to us. If you attend the International
Microbiology Conference as
a large corporation or an association,
we'll pursue it.
“We've changed our HR model
and have hired three more business
development managers for Canada.
They are based in Canada close to the
ministers and the sector ecosystems.
The managers are well versed in their
field.”
The natural resources business
development manager (BDM) for
example, is based in Alberta, in the
heart of the oil and gas sector, the
tech BDM is based in Montréal, a
global centre of excellence in technology,
and AI specifically.
“Our approach utilises the meetings
and conventions industry as
a catalyst to help grow Canada's
economy. If we can bring conferences
to our country, then it will help
grow our economy as well as their
organisation.”
Chantal Sturk-Nadeau says they
have faced three main challenges
creating the future of business events
in Canada.
“Uncertainty remains one of
our greatest challenges. If 2020 has
taught us anything, it's the need for
flexible marketing strategies. While
our approach remains adaptable to
the changing circumstances presented
by the pandemic, we must also
remain mindful that when in-person
business events resume, the marketplace
will be a very crowded space.”
The second challenge will be to
seek out the “blue ocean space”,
where no others are playing, to
solidify Canada's place on the global
stage.
“Part of our strategy to do this, and
what I'd say is our third challenge,
is the need to break down borders.
20 | MEETINGS INTERNATIONAL | BIR No. 26 2020