ICC Wales: Launching a new brand and venue

As part of a comprehensive two-year launch strategy, we positioned the International Convention Centre Wales (ICC Wales) as an exciting new destination for business events to an audience of global meetings and events buyers and media.

Objective:

Launch the International Convention Centre Wales (ICC Wales) as an exciting new destination for business events to an audience of global meetings and events buyers and media.

Activity:

Devised a launch strategy, to include an official launch at IBTM World and implemented a programme of regular news, thought leadership, interviews, stakeholder and client engagement as well as creating whitepapers and running press presentations.

Results:

67 pieces of coverage achieved for the launch reaching over 538million over six months, with coverage in publications including Conference News, Boardroom, Focus on Travel News, Master Meeting. 83 clients and stakeholders attended a Business Accelerator round table.