What was the social atmosphere at MIPIM?Digital Editor
Well, #MIPIM2019 has come to an end, proving once again to be a crucial platform for global real estate players to showcase their projects and share their insights and outlooks on the future of the industry.
Amidst the rush of event roundups that are already in circulation, we’d like to offer some unique #Inn_sights from the world’s largest real estate event, with a particular focus on social media; a fundamental driver of conversation during any industry event, setting the tone for the week and connecting delegates from around the world.
Over the course of #MIPIM, we created an insights panel through our social media listening platform, tapping into the biggest inputs of the event’s international online network. Social media listening may sound like just another bit of communications jargon, but we see it as an absolutely crucial function for real estate brands, with the potential to drive positive change, create new opportunities and, fundamentally, help companies, individuals and even whole countries do better business.
It is perhaps no surprise then that we’ve seen an explosion of favourable discussions about investment opportunities over the course of #MIPIM. With a fair share of 15%, “opportunities” was among the key buzzwords of the week, also including “city” and “investment” – owing largely to the presence en masse of local authorities looking to partner with developers, housing associations and developers to reinforce their development pipeline.
We were delighted to experience this first hand having been appointed to coordinate the international communications and social media for the country of Egypt, which this year launched the first every Egypt Pavilion at MIPIM. Egypt made a monumental splash in its inaugural year – with online engagement with the #OpportunityEgypt brand surging as we rolled out a fully integrated campaign including international press opportunities, dynamic digital content and an industry-leading programme of sessions on the stand.
Our social listening also revealed great excitement around regional projects unveiled at #MIPIM’s conferences – the UK in particular. On the ground, it was also great to experience a constant buzz at the Oslo stand, where our client Oslo Metropolitan Area welcomed crowds of delegates to engage in insightful sessions on the Scandinavian investment climate, as well as have the opportunity to be publicly humiliated (in good taste) by Magnus Carlsen, World Champion and Grand Master of Chess.
All in all, we found #MIPIM30 to be an incredibly insightful, productive and enjoyable trip to the French Riviera and we’re already looking forward to next year. For now, we’ll be mapping out our involvement with Reed Midem events from now until March 2020 – in Europe and back in the UK – on-site and online!