The Scottish Exhibition + Conference Centre (SECC) is Scotland's premier national venue for public events, concerts and conferences.
Campaign
Strengthen the brand profile within key international market sectors and raise awareness of the core products, services and facilities
Objectives
- Raise awareness of the SECC to key corporate, association and industry audiences
- Provide a voice and personality for the SECC
- Use PR to underline the venues international status
- Work alongside Glasgow City Marketing Bureau to create united identity for the city as a business destination
Strategy and tactics
Alongside a targeted local, national and international press office, Davies Tanner aimed to provide communications support for the SECC’s sales activities including the Glasgow Economic Review, IMEX and International Confex. It was also important for the campaign to build on the relationship with Glasgow City Marketing Bureau to ensure a joint and consistent communications message for the venue and city.
Results
- Widespread media exposure encompassing full range of target audiences
- Created feature and commentary opportunities for Ben Goedegebuure, Sales Director including personal profiles and opinion features
- Developed ‘Team Glasgow’ communication message linking city and venue
- Raised awareness of product within local business audiences
- Lead news agenda by being first venue to tackle industry topics, including; Value Britain: based on decrease in value of the Pound and International pricing: exchange rate protection for long term bookings
Measurement
- Achieved 60% of target key performance indicators within first three months of initial 12 month contract
- Return on Investment ratio of 5.13 within three months
