Sunshine Coast Convention Centre

Marketing
Tourism & Hospitality

Situation

New International investors acquired construction of new centre on resort grounds
Opportunity to claim regional ownership and establish leadership position
Existing reputation as award-winning hotel convention venue
New brand needed to integrate with resort brand, facilities and spaces

Objectives

Develop a dynamic brand to reflect unique value proposition and diversity of offer
Leverage the new convention centre as a key channel to drive resort bookings
Empower sales team with engaging brand tools to drive growth into new sectors
Establish relationship and brand structure between new venue and existing resort

Group of people doing yoga on the beach in the sunshine

Out of the box thinking,

creates out of the box thinkers.

Sunshine Coast Convention Centre - Aerial view of map

Approach

DAIS identified the opportunity to leverage the existing resort facilities and spaces to create a contemporary and unconventional new identity which demonstrates the diversity and uniqueness of the convention offer.

The new name, Sunshine Coast Convention Centre though descriptive, boldly claims ownership of the region and is brought to life through a dynamic logo of modular square shapes containing the letters of the name which are used as a looking glass or frame to craft custom, unique event experiences.

Two people playing soccer in inflatable bubbles

The Sunshine Coast’s (most versatile, unique, adaptable, & capable) event destination.

Sunshine Coast Convention Centre - Hero Image

Brand Promise

This is further reflected with a brand promise of ‘wonder full’ which brings together the wonder of the beautiful native environment and open spaces, bespoke activities and integrated events which ensure every guest has an experience full of wonder.

Internally, the brand’s philosophy reflects the modular logo, describing the out of the box thinking which delivers a new way to conference.

Outcomes

The Sunshine Coast Convention Centre launched successfully with a unique and memorable brand, creating an impact both nationally and globally.

Internally, the staff are empowered with a clear and cohesive value proposition and dynamic materials which reflect the endless possibilities to create wonderful event and convention experiences.

Do you need to establish a relationship and brand structure between your other businesses? We’re experts in branding, strategy, digital and marketing. Connect with us here.

Queensland Tourism Awards 2018,
Gold Award Winner – Business Event Venues

Australian Tourism Awards 2018,
Bronze Award Winner – Business Event Venues

HM Awards 2018,
Finalist – MICE property, Regional Property, Midscale Hotel, Resort

HM Awards 2019,
Finalist – MICE property, Regional Property, Midscale Hotel, Resort

Apollo

Branding

Words on a split background of red and light brown

Fielders

Branding

Sunshine Coast Convention Centre

Situation

Objectives

Out of the box thinking,

creates out of the box thinkers.

Approach

DAIS identified the opportunity to leverage the existing resort facilities and spaces to create a contemporary and unconventional new identity which demonstrates the diversity and uniqueness of the convention offer.

The new name, Sunshine Coast Convention Centre though descriptive, boldly claims ownership of the region and is brought to life through a dynamic logo of modular square shapes containing the letters of the name which are used as a looking glass or frame to craft custom, unique event experiences.

The Sunshine Coast’s (most versatile, unique, adaptable, & capable) event destination.

Brand Promise

This is further reflected with a brand promise of ‘wonder full’ which brings together the wonder of the beautiful native environment and open spaces, bespoke activities and integrated events which ensure every guest has an experience full of wonder.

Internally, the brand’s philosophy reflects the modular logo, describing the out of the box thinking which delivers a new way to conference.

Outcomes

The Sunshine Coast Convention Centre launched successfully with a unique and memorable brand, creating an impact both nationally and globally.

Internally, the staff are empowered with a clear and cohesive value proposition and dynamic materials which reflect the endless possibilities to create wonderful event and convention experiences.

Do you need to establish a relationship and brand structure between your other businesses? We’re experts in branding, strategy, digital and marketing. Connect with us here.

Similar projects

Apollo

Fielders

Brand Health Check

No New Ideas?

Step 1 of 11

Our brand name is unique in our industry and marketplace.

Our brand is a registered trademark with IP Australia.

Our brand has a unique and recognisable visual style.

Our target client understands what we do and what we deliver.

We can describe our perfect client and what they want from us.

We have a clearly defined brand personality and voice.

We have a brand purpose statement and everyone in our team knows what it is.

We document and follow a customer touchpoint process.

We have up to date brand standard guidelines that are consistently followed.

We have a team induction book to introduce new staff to our brand.

Health Check Complete