ICE puts gaming industry on the map as Discover campaign wins gold at international event awards

London: The Discover campaign in support of ICE Totally Gaming 2015, was named Marketing Campaign Of The Year at the prestigious AEO Excellence Awards ceremony in front of 1,000 attendees at the Grosvenor House Hotel in London’s Park Lane. The innovative, multi-media campaign, which helped attract a record 25,497 attendees from 133 countries, beat a shortlist of finalists which comprised a number of notable consumer brands including the Ideal Home Show, the National Boat Show and the Olympia London Consumer Campaign.

Congratulating ICE organisers, Clarion Events, the AEO judging panel said: “It’s clear that Clarion has understood the best approach to create a great show with elements that engage with the delegates and create memory points that relate to the brand and the event. This was a really robust campaign, with results that demonstrate both innovation and creativity. On behalf of the AEO, congratulations to you and your team for winning this hotly contested award.”

ICE Marketing Director, Jo Mayer, who accepted the award in front of a large audience of professionals drawn from the international exhibitions and events industry said: „The AEO Excellence Awards really are the Oscars of our industry and to be recognised by the judges, all of whom are experts in their respective fields, is a true honour and testimony to the creativity and power of the campaign. ICE is one of the most international exhibitions in the world which means that our campaigns have to engage across cultures and languages which was a stand-out feature of the Jules Verne themed creative this year.“

She added: „As well as the dedicated team behind ICE, I would like to thank everyone involved with the brand – the 25,000+ attendees, the 500 + exhibitors, the 27 trade association supporters, and the 110 speakers at ICE Conferences – all of whom make this event so special. The ability to market ICE with verve, imagination and passion is driven and underpinned by the fact that the product really is the very best in the world!“

Discover was one of the most comprehensive marketing campaigns undertaken in support of a gaming exhibition. It comprised over 120 adverts run throughout 63 specialist b2b gaming media, extensive media relations and an engagement programme with more than 200,000 individuals working for 85,000 companies. A strong social media dimension comprising twitter, LinkedIn, Facebook, tumblr and the ICE mobile networking app was supported by text marketing, e-shots, direct mail, a Jules Verne book promotion and the production of two high definition Discover themed movie invitations. Overall the campaign engaged with potential visitors based in 150 countries worldwide.

ICE wasn’t the only award winning entry with its roots in gaming. Cinebop, the start-up studio which produced the Discover film trailer invitation won the Innovation Award; Evolve Creative Solutions which is responsible for the Novomatic stand at ICE, was named Stand Design & Build Supplier Of The Year and ExCeL London, which has been the home of ICE since 2013, was named Venue Of The Year.

ICE Totally Gaming returns to ExCeL London 2-4 February 2016. For more information visit

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