“Above and beyond all expectations.”
Problem:
Launch the largest ice sports and entertainment facility in the southern hemisphere from the ground up into a market with no dedicated ice sport culture.
Solution:
Develop an over-arching integrated business and communications strategy involving the following steps:
- Identification of key target audience segments
- Psychographically profile key target audience segments
- Test and explore consumer experiential expectations and concerns
- Test and explore consumer attitudes towards programs, schedules, pricing, brand and communications
Once the information was gathered, collated, analysed and positioning direction agreed, the brand identity was applied to every facet of the Icehouse business. External signage, internal way-finding, café and bar signage, ticketing, marketing collateral, advertising materials (including television, radio and digital components), right down to the development of the menu for the café and uniforms for employees, were all produced by Traffic to reflect the brand positioning.
Results:
The first ten days of operation saw the Icehouse receive more than 20,000 people. Reports from the Icehouse currently indicate that the facility is consistently receiving numbers above the weekly business forecasts.