Elevating brands
  • Project

Sunshine Coast Convention Centre

Situation

  • New Asian owners investing in 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 requiring integration 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
Wonder full
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.
Sunshine Coast Convention Centre - Booklet internal spread
Sunshine Coast Convention Centre - Booklet internal spread

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.

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

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