ExCeL London, the international exhibition, events and conference centre, is the host venue for a variety of events from award winning exhibitions and conferences to international association meetings, product launches, banquets, award ceremonies, sporting events and great days out.
Campaign
Create awareness of the venue's conference and events business
Objectives
- Raise the venue's profile in target sectors - UK, Europe and North America
- Position ExCeL London as a significant player within the conference and events market and London's premier international venue
- Raise the profile of ExCeL London’s conference and events division managing director
- Entice European and International media with press trips and events
- Manage perceptions of the venue's location
- Capture the momentum of London 2012, and position ExCeL London as the anchor for the UK events industry in that arena
Strategy and tactics
In order to meet the overall objectives of the campaign, Davies Tanner worked with strategic partners to communicate the venue's offering to key audiences. In the run up to 2012 it was also vital to capitalise of the exposure London’ Eastside is receiving and emphasise the benefits of the area as a business tourism destination.
Results
- Positioned ExCeL London management team as industry thought leaders
- Raised profile and recognition of ExCeL London staff members as industry leaders/catalysts for industry evolution
- Established the ‘Circle of Excellence’ Forum as a major industry event
Measurement
- Annual reach of over four million
- Annual return on investment of over £200,000
- Business Superbrand 2009 – Business Superbrand
- Best Venue Support - Exhibition News Awards 2009
- The Green Award – Exhibition News Awards 2009
- Business Venue of the Year – Visit London Awards 2008
- Best Event Venue (over 500 delegates) – Eventia Awards 2008
- Best Event Demonstrating CSR – Eventia Awards 2008
