South Bank Concierge

South Bank Concierge

A conference V.I.P. incentive program for Brisbane

The South Bank precinct is a sub-tropical wonderland of lush green spaces, expansive beaches and water parks, abundant dining options and world-class arts and entertainment destinations. With its proximity to the internationally renowned Brisbane Convention and Exhibition Centre (BCEC), South Bank Corporation (SBC) identified the opportunity to create a conference based initiative to capitalise on the 61,000+ delegates visiting its doorstep every year.

Map Creative was approached to develop and bring to market a new product with its own brand identity and offering to appeal to this conference market, and deliver a customised incentive program that encompassed not only South Bank retailers, but also all precinct partners such as Queensland Performing Arts Centre, Queensland Art Gallery, GOMA and Queensland Museum. We saw the potential to attract this short-stay audience, deliver a strong call-to-action, assist in increasing retail sales from the previous year, and establish South Bank as a ‘conference friendly’ precinct.

Not only did the campaign launch a new product for South Bank, it created an umbrella program for all conference related initiatives and promote exclusive retail offerings to help drive retail sales and fulfil the key drivers. South Bank Concierge showcased the South Bank precinct to visiting international and interstate conference delegates who would otherwise have no idea of what was just outside the BCEC. It provided a comprehensive map of the precinct, a quick guide to public transport, and an overview of events and unique experiences across the precinct. South Bank Concierge removed the time consumed organising one-off promotions by creating a unified platform for South Bank retailers to come together and offer a set discount for conference delegates, plus a platform to provide additional incentives at their discretion.

This strategic conference-focused marketing initiative for South Bank Corporation launched successfully with the APPEA annual conference at BCEC in late May 2013 and achieved strong uptake from conference organisers in the first year. It also contributed to improved retail sales across the precinct and positioned South Bank as a ‘conference-friendly’ destination.

Not a client to rest on their laurels, in 2018, we once again assisted with an exciting new brand refresh of this highly popular initiative coupled with the design and development of an exciting new interactive map platform to cater to the ever growing mobile phone market. The future is bright!

Logo and Identity, Brand Communications, Production, Photography, Videography, Web Development, Graphic Design, Development

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