12
Case
study
Dedicated Venues
New look,
same target
What economic benefit has the newly-named
ICC Belfast brought the city since it opened?
CC (International Convention
Centre) Belfast is the new
name for Belfast Waterfront.
The repositioning,
specifically designed to attract
the international conference
market, officially went live at
the beginning of September.
The reposition launch coincided
with the first day of the World
Health Organisation
International Healthy Cities
Conference, a major four-day
conference that is set to
generate £1.93m for the city.
Catherine Toolan, managing
director of ICC Belfast, said:
“The repositioning is a crucial
step on the journey to realising
the full potential of our
fantastic venue. We have the
facilities, infrastructure, team
and city-wide support to deliver
major international
conferences in Belfast.
“A comprehensive research
process identified the need to
specifically tailor our product to
the wider UK and international
conference market. The
repositioning has been the
catalyst for a significant body of
work – behind it we have a robust
digital strategy that dials up our
focus on selling ICC Belfast in an
incredibly competitive
international market.”
The repositioning, delivered in
conjunction with Visit Belfast,
Tourism Northern Ireland and
Belfast City Council, is vital to
delivering 50,000 conference
delegate days each year by 2021
across the city. This will generate
£100m in economic impact for
Belfast and help to deliver 1,500
jobs.
The award-winning venue, which
boasts over 7,000sqm of flexible
event space is in a better
position than ever before to
deliver large, international
conferences and events following
a £29.5m extension. This
redevelopment, which was
unveiled in 2016 was funded by
Belfast City Council, Tourism NI
and the European Regional
Development Fund.
ICC Belfast is in a strong
financial position at present
following two successful years
since the opening of the venue’s
extension and is already over
half way towards achieving the
£100m economic impact goal.
This success looks set to
continue with a number of
high-profile association and
corporate events scheduled for
the coming years.
Toolan concluded, “I am
confident that by continuing to
work in collaboration with our
city partners we will be able to
make Belfast a world-leading
business tourism destination. If
we do this, everyone in our city
and beyond can benefit socially,
culturally and economically.
Today, tomorrow and beyond.”
www.conference-news.co.uk
The Royal College of
Nursing Annual
Congress 2018 took
place at ICC Belfast,
12-16 May.
Approximately 5,000
delegates attended
the Congress over the
five-day period, which
generated over £4.8m
in economic impact
for Belfast. The
congress boasted a
busy schedule of
events, ranging from
an awards ceremony,
to debates on health
and social care and
even ‘Laughter Yoga’
workshops.
The integrated
communications
campaign was
incredibly successful
generating:
52 pieces of
broadcast coverage
across all major
outlets in Northern
Ireland including BBC
Newsline, UTV Live
and all local radio
stations.
15 pieces of print
and online coverage
in key outlets
including Belfast Live,
Irish News and
Newsletter
45,000 organic
impressions and
1,243 engagements
with ICC Belfast’s RCN
Congress posts on
social media
Media reach valued at
£1.8m