Impactful new creative strategy for AECC

Brief / Requirement

In 2014, we were appointed by the AECC as their marketing agency following a competitive pitch process to develop a new and exciting brand proposition and communications strategy that would be implemented across a range of awareness building and customer communications channels.

Campaign and deliverables

We worked closely with the AECC Marketing team to create a marketing and brand strategy in a highly competitive marketplace that has resulted in the development of a new and highly impactful creative campaign targeting a range of diverse international target audiences. This has subsequently been implemented across print advertising, event show guides, brand collateral, video animation, internal signage and marketing material, website, stationery and internal communications. 


Client feedback from across the sales and marketing team has cited campaign effectiveness specifically in relation to:

·       Alignment to brand values

·       Appreciation of the current venue profile

·       Relevance to all target audience

·       Flexibility for all marketing mediums

·       Long “term-ability”

·       Rich content application

·       Fresh, exciting and interesting

Increased engagement online has been reported on both social media and the company website, as well as increased room bookings and global awareness of the campaign. 


Since we (AECC) appointed Genoa Black as our marketing agency, we have been impressed by their strategic input, ideas and ability to get things done. I am really enjoying working with the Genoa Black team and feel that their skills really enhance our marketing impact.
— Victoria Withy, Head of Communications, Aberdeen Exhibition and Conference Centre