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CASE STUDY: 'ICC London launch campaign' for ICC London ExCeL by George P. Johnson

In early 2010 GPJ was selected to work with ExCeL London and their long standing PR agency Davies Tanner to develop an integrated marketing campaign for the launch of London’s first International Convention Centre (ICC), takingplace June 24th 2010.

The new facilities represented a pivotal point change for London as a major events destination, after the 2008 ICCA rankings for best conference cities showed London languishing in 19th place.  Supported by Mayor of London, Boris Johnson, and the team at Visit London, the challenge was to address the negative perceptions held by event organisers about the city and boost the profile of London as a conference and major events destination. 

Given a limited budget of £150,000 and a planning cycle of just three months, the challenge for GPJ was to develop a creative and engaging campaign that best met the objectives.  Working closely with the teams at ExCeL and Davies Tanner, GPJ crafted a campaign proposition, slogan, key messages and tactical execution centered on digital activity, PR and events.