The opening of International Convention Centre Sydney (ICC Sydney) this December will mark a paradigm shift in the way business events are delivered in Sydney. But with no physical venue to showcase or case studies yet in play, and a complex stakeholder environment to navigate, the task of marketing ICC Sydney has presented both a unique challenge and an unparalleled opportunity for us to disrupt the status quo.
Connecting the dots between traditional, digital and social communications, our approach has centred on the power of connections.
Here are five key ways we’ve embraced this philosophy to move beyond traditional venue marketing, paving the way for the world class launch of Australia’s premier integrated convention, exhibition and entertainment precinct.
- Communications Tools 2.0
Using technology to connect audiences with our vision has been critical to our success, from both a business development and communications perspective. We began our journey by creating a range of innovative tools, including interactive planning devices, sales presentations and marketing material that use a combination of capacity and planning specifications, animation and real footage to provide a virtual look inside ICC Sydney, bringing to life the scale of the buildings, the quality of the interior finishes and the ease of navigation and connectivity across the precinct.
Comprising interactive maps, animation, advance modelling and renders, each element of this multi-functional sales toolkit was designed as a reflection of the venue’s state-of-the art technology.
By immersing clients in a sensory journey that allows them to feel as though they are standing in the physical venue, these tools have continually proved to be a linchpin in securing major contracts from across the globe.
- Power of Connections
The centrepiece of a AU$3.4 billion, 20-hectare transformation of Darling Harbour, ICC Sydney represents a unique connection point for a vast network of stakeholders so we looked at all the ways we could connect with – and harness the power of – those around us.
We engaged with those sitting within the financial services hub to our North, the universities and start-ups to our South, the media, technology and cultural institutions to our West and the CBD to our East. We reached out to professors and students, to leading entrepreneurs and key growth-sector business directly or via associations like Centre for Economic Development of Australia and the Committee for Sydney. We connected with local and state government representatives across sectors to talk transport, infrastructure, trade and investment and tourism, and went beyond this to the federal level.
We discussed the role of an international convention centre in the economic development of our city, showcased the ‘beyond tourism’ benefits it brings and collaborated on ways to build a better Sydney together as the gateway to Australia.
The result of this 360 degree engagement approach has been the creation of an amazing, broad base of advocates who have mobilised around ICC Sydney to spread the word with authentic endorsements.
- Seamless Storytelling
To keep ICC Sydney at front of mind during construction, we have also harnessed the power of storytelling to showcase our venue, our team, our destination and the unique experience we will deliver for delegates.