New brand, growth plan for BCEC as it hits 20 years


BRISBANE Convention & Exhibition Centre (BCEC) is celebrating its 20th anniversary with a brand rejuvenation and a strategic plan for growth.

BCEC general manager, Bob O’Keeffe, said the new brand is designed to shape a future BCEC.

Said O’Keeffe: “We see our 20th anniversary as a catalyst for change. We are taking this opportunity to look forward, to challenge the status quo.

“We intend to broaden our culture of innovation across all aspects of our operation, raising the bar even further working with our clients and partners, and taking our event delivery to the Next Level with a strong strategic plan for growth and enhancement.”

The new brand, along with fresh advertising materials, was developed over several months with Ogilvy Brisbane, exploring the competitive environment, locally and internationally, incorporating research and new marketing trends.

Managing director of Ogilvy Brisbane, Russ Vine, said: “While the venue is well established and runs like clockwork, it is not without edge (and) excitement.”

BCEC has a strong track record of hosting high calibre international and local events including the 2014 G20 Leaders Summit. It has hosted more than 17,000 events and 11 million visitors.

Vine pointed out that “Next Level is not always about being bigger or better – it means going beyond expectations and striving to make events a success. This might be Next Level service, cuisine, lighting or staging, and Next Level innovation, harnessing technology or simply thinking outside of the box”.

As part of the new branding, BCEC has also launched a new mobile friendly website.

Graeme Caplen, director of Entegy who re-built the BCEC website, said is fully mobile optimised and designed for visitors and clients who are on the go.

“(The) website will evolve with the centre as it delivers on its Next Level promise,” Caplen said.

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