AEG Ogden
Campaign branding for the ‘stellar performance’ of the world’s leading convention centre group.
AEG manage ten award-winning international convention centres around the world. In a highly competitive industry, they pride themselves on the service they offer to customers, organisers, and event attendees.
Challenge
We were asked to dramatise what made the ‘AEG experience’ special with a brand awareness campaign called the ‘AEG Advantage’. The campaign had to work across social content, website, EDMs and more.
Solution
We created AEG ‘Pillars of Excellence’ to define exactly why clients kept going back to AEG centres. We leveraged AEG visual equities (including the ‘star’) and developed the strategy of a ‘Stellar Performance’ of the ‘constellation’ of centres and awards they win. Our campaign identity consisted of a ‘circle of stars’ which represent each AEG centre.
Outcome
We applied the campaign across all marketing channels, leading to a 428% increase in awareness of AEG centres in 12 months from launch. Our work helped facilitate the acquisition of two new centres.
“
Propella delivered a thoughtful solution built on our core brand equities to help us promote our stellar collection of convention centres.”
More work
