As part of the implementation of non-financial support actions to develop the tourism potential of Moscow, SEA Company organized a Digital Roadshow from October 18 to October 20, 2021 in order to present the tourism potential and services of the Moscow hospitality industry, as well as to build effective communication between representatives of the Moscow tourism business and foreign partners from France, Monaco and the Benelux countries (the Netherlands, Belgium and Luxembourg).

Moscow is one of the most modern and tourist-friendly megacities in the world. In recent years, the infrastructure of the city has greatly changed, and the city itself has repeatedly received prestigious international awards. Unfortunately, the coronavirus pandemic has significantly affected the tourism market around the world. A large number of companies differentiated their business, made staff changes, some were forced to close. The Committee for Tourism of the City of Moscow was faced with the task of not only reminding Moscow as a tourist destination, but updating information on the current status of European markets, renewing relations with representatives of the foreign tourism business and presenting Moscow as a modern and safe city for travel.

In order to maximize coverage and save the budget for travel and organizational costs, the Project Office for the Development of Tourism and Hospitality of the City of Moscow set the task of SEA Company to organize a series of presentations of the tourism potential of Moscow in a remote format, as well as to provide representatives of the Moscow tourism business with guaranteed online meetings with B2B partners from France, Monaco, Belgium and the Benelux countries, that send individual tourists, corporate clients and MICE customers to Moscow and Russia.

1. The sales department of SEA Company conducted a detailed study of the current state of the markets of France, Monaco, Belgium, Netherlands and Luxembourg, and also prepared and approved a list of more than 600 companies that were relevant at the time of the road show, sending or interested in sending tourists to Moscow.
2. The PR, Advertising and Marketing Department of SEA Company determined the optimal dates for the digital road show, and also prepared a program with timing for each day of the event.
3. The designer and Internet marketer of SEA Company implemented an email campaign for information coverage of the event among foreign companies in accordance with a pre-agreed schedule. Among the mailings were: an announcement of the event, an invitation to register, communication with participants registered on the road show portal, a reminder of the dates of the event and the possibility of scheduling B2B meetings on the digital platform. All emails have been translated into English, French and Danish according to the country in which the emails were received.
4. The SEA Company manager in charge of the project, together with the Project Office, conducted training webinars on working with the road show portal.
5. SEA Company's sales department implemented a telephone information campaign among the approved list of B2B partners for the purpose of a personal invitation for registration, as well as appointment of meetings with representatives of the Moscow tourism business.
6. During the event, full coordination of the program, solution of technical issues, as well as control of the timing of B2B meetings were ensured.

1. The total coverage of the entire email campaign was more than 40,000 emails.
2. More than 75 representatives of France, Monaco and the Benelux countries were registered on the digital roadshow portal.
3. More than 110 B2B meetings were held as part of the road show.
4. The Moscow City Tourism Committee updated the list of relevant B2B companies and included them in its own database for subsequent direct communication.