The IAEE Art of the Show Competition’s Convention Center Promotion category evaluates promotion of a convention center using any marketing channel. Judges take into consideration all marketing components used and how effectively they correlate as a promotion campaign on behalf of the convention center.
Judging criteria includes: overall presentation, visual appeal and creativity of the campaign; whether the information presented effectively communicates the convention center’s offerings; how each marketing component contributes to the overall campaign and how skillfully it was applied in its individual context; how user-friendly the component is to an interested party; and how well the campaign met its intended goals.
In today’s IAEE Blog, we highlight the winner of last year’s Convention Center Promotion category. (Special note: show sizes do not apply to this category.)
Orange County Convention Center – Orlando
Experience the New Orange Campaign
The award-winning Orange County Convention Center, located in the heart of Orlando’s Convention Center District and only fifteen minutes from the Orlando International Airport, provides a multitude of event options in two beautifully appointed buildings with 2.1 million square feet of exhibit space. The West Concourse showcases tropical atriums, skylights and inviting courtyards. With distinctive architecture and tropical ambiance, the North/South Concourses are designed for flexibility and functionality, featuring a dramatic 1,500-foot Oversight Pedestrian Bridge with moving sidewalks leading to the West Concourse. The Convention Center is surrounded by 116,000 guestrooms, including over 5,000 directly connected to the facility by pedestrian bridge. A broad offering of show management and exhibitor services, ranging from catering to telecommunications, are considered the finest in the convention industry.
The Orange County Convention Center’s (OCCC) Marketing department has developed numerous promotional resources and continues to assist Center sales staff in sharing information about campus improvements and updates to meeting planners. In fiscal year 2015-16, the OCCC’s marketing efforts centered on digital media with traditional print and advertising also playing a fundamental role. The Experience the New Orange Marketing Campaign was shared on multiple platforms to ensure all meeting planners knew the latest Center happenings.
“The Orange County Convention Center strives to be an industry leader across the board, including in our promotional and marketing resources,” said Yulita Osuba, Deputy Director of the Orange County Convention Center. “We know the convention industry is a competitive one and we’re happy our Experience the New Orange campaign resonated with so many meeting planners and attendees.”