In 2010, the Adelaide Convention Centre appointed Hughes PR to support its growth and future strategic direction resulting from the $350 million expansion. The Centre recognised a need to realign its PR and communications strategy to position itself for new business opportunities arising from future increased capacity.
Locally, a need was highlighted to garner community support by creating an understanding of the benefit to the South Australian economy of the Centre’s operations and the expansion. The Centre also sought to raise awareness of the strategy of diversifying revenue by hosting its own events during the traditional ‘nonconference’ season.
The Adelaide Convention Centre has a number of key objectives across its various stakeholder groups. The Centre’s overarching objective is to maximise the return to the South Australian economy through its operations and ongoing expansion. In doing so, the Centre needs to effectively position itself to win new business and retain and grow existing clients by demonstrating the high quality
services and value offered.
More specifically, the Centre is aiming to:
Working with the Adelaide Convention Centre requires a multi-disciplinary approach and Hughes PR has brought together a number of services to deliver an integrated strategy. These services include reputation management and stakeholder engagement, crisis management, event promotion, social media, media engagement and publicity and community relations.
This approach has included: