A launch that put the skates on sales

Traffic was approached by ING and Grollo to assist with a strategy, creative and implementation program that would convert an empty Docklands paddock into a world class sports and entertainment centre in 18 months. Launching the largest ice sports and entertainment facility in the southern hemisphere from the ground up into a market with no dedicated ice sport culture was no easy feat.

To successfully achieve the challenging business objectives, we develop an over-arching integrated business and communications strategy involving the following steps. Firstly, we needed to identify the key target audience segments, and psychographically profile them. From there we needed to test and explore consumer experiential expectations and concerns, and finally we needed to 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 created.

This fresh 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.

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