Traffic hits high note at Icehouse – Docklands

Melbourne’s latest ice sports and entertainment facility the Icehouse, is already doing a roaring trade with over 20,000 visitors in the first two weeks of operation. Victorians are flocking to put their skates on and experience for themselves the largest ice sports and entertainment facility in the Southern Hemisphere located at Waterfront City, Docklands.

The successful opening was no fluke. The ING Real Estate, Grollo Leisure & Tourism and Traffic consortium worked over 12 months to create the business plan, marketing strategy and creative work for this unique and exciting landmark.

Darren Walls, General Manager of Icehouse worked with Traffic to successfully re-brand Mt Buller and had the confidence in the brand development skills of Traffic and Pakes Research to integrate research with the creative development process.

Andrew Begg said “It’s one of the coolest branding projects we have created. The challenge to market a Ice sports in a market where there is no ice-sport culture”
Traffic developed the Icehouse brand identity and applied this to the building interior, exterior right down to the advertising and marketing collateral. The end result has been the creation of an identity that fits with both the essential ingredients of fun and entertainment and the Olympic Winter Institute of Australia credentials and official Olympic training centre status.