The art of storytelling: introducing our all-new marketing campaign from IMEX Frankfurt

BY SAMANTHA GLASS
DIRECTOR OF CORPORATE AFFAIRS & COMMUNICATIONS


When we commenced preparations to launch ICC Sydney five years ago, our challenge was to market a venue which was yet to exist and win the trust of both key stakeholders and clients.
 
More than two years on from opening, after delivering more than 1,450 events and welcoming 2.6 million delegates, we face the new challenge of showcasing the value we deliver to our clients in the highly competitive world of business events where international venues are consistently being redeveloped and new ones built.
 
To evaluate our position in market, the team undertook international sector analysis and conducted internal surveys to better understand the needs of our clients, stakeholders and team members. From the feedback, we identified the need to better articulate what sets us apart today.
 
Following many months of development, we’re delighted to introduce our new multi-platform marketing campaign ‘More Than a Venue’ to share people-led stories which showcases the unexpected, undiscovered and unique ways in which clients and their delegates receive more than a stunning venue when booking events with us.
 
For example at ICC Sydney, delegates can peruse Australia’s most significant collection of large format masterpieces by our most famous painters in the gallery-like spaces outside each level of our convention theatres.
 
Visitors are welcomed by an ancient culture each time they walk through our doors and out into the thriving Darling Harbour precinct. Guests can enjoy the best the region has to offer through menus which feature fresh seasonal produce and fine local wines and beverages.
Bringing the flavour of Sydney into event programming extends beyond mouth-watering meals as we enrich delegate experiences with world-leading ideas and networking opportunities, providing a platform for innovation.
 
Our campaign aims to bring these unique points of difference to life through storytelling featuring a day in the life of a delegate, an event planner and an ICC Sydney chef, each experiencing the ways in which ICC Sydney is more than a venue.
 
As part of the launch, we have also revealed the next iteration of our self-published magazine, transitioning Sydney Views to a new collectible format entitled Sydney InView. Published in print and with content available online as part of our broader digital strategy, the first volume invites readers to discover more about the people behind ICC Sydney, our connections and stories.
 
Through the art of storytelling, we’re highlighting what makes ICC Sydney uniquely different and what our incredible team add to an already impressive destination.
 
So, what do you think, what makes ICC Sydney more than a venue in your eyes?
 
Bringing the flavour of Sydney into event programming extends beyond mouth-watering meals as we enrich delegate experiences with world-leading ideas and networking opportunities, providing a platform for innovation.
 
Our campaign aims to bring these unique points of difference to life through storytelling featuring a day in the life of a delegate, an event planner and an ICC Sydney chef, each experiencing the ways in which ICC Sydney is more than a venue.
 
As part of the launch, we have also revealed the next iteration of our self-published magazine, transitioning Sydney Views to a new collectible format entitled Sydney InView. Published in print and with content available online as part of our broader digital strategy, the first volume invites readers to discover more about the people behind ICC Sydney, our connections and stories.
 
Through the art of storytelling, we’re highlighting what makes ICC Sydney uniquely different and what our incredible team add to an already impressive destination.
 
So, what do you think, what makes ICC Sydney more than a venue in your eyes?