Background

Organised by peak professional body Engineers Australia (EA), Convention 2014 was the biggest-ever engineering event in the Southern Hemisphere, with a program that included more than 220 speakers and 100 individual events.

Held at the Melbourne Exhibition and Convention Centre, the five-day event attracted the global leaders of engineering and comprised conferences, workshops, symposiums and forums discussing the future of Australia’s engineering sector. Icon was appointed by EA as the creative and public relations agency for the event.

Services

  • Creative development, design and execution including banner ads and press ads 
  • Advertising and media buy across trade media 
  • PR and media relations 
  • Creation of social media content and digital assets (including a 'Win a trip to Italy' Facebook competition) 
  • eDMs (content, design and technical build)
Australia's largest ever engineering conference

Solution

Icon developed an integrated solution and channel strategy for marketing Convention 2014. The program was brought to life with advertising creative developed around compelling copy headlines and key messages, and an intensive eDM program for EA members highlighting the conferences' speakers and subjects (comprising 24 eDMs in ten weeks). 

Icon's PR plan was closely tailored to the Convention's program and saw more than 30 articles published during the lead-up to the event. Over twelve weeks, Icon's press office managed all media interviews (with outlets including the Adelaide Advertiser, BOSS Magazine and 774 ABC Melbourne) and coordinated media relations involving conference chairs, keynote speakers and event partners.