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Four Points by Sheraton Sydney, Darling Harbour – AIME 2016

Objective:

To drive awareness amongst the meetings, incentives, conferences and events (MICE) industry that Four Points by Sheraton Sydney, Darling Harbour was undergoing a multi-million redevelopment and would shortly be unveiling a new, waterfront convention centre in the heart of Sydney.

Idea:

Leverage the Asia-Pacific Incentives and Meetings Expo (AIME), which is hosted annually in Melbourne, to host a press conference, during which the hotel general manager could inform attendees about the developments and answer any questions about the new facilities.

The press conference slot was secured as part of a competitive pitch and media were invited ahead of the event to ensure a high turnout. Media materials were developed and provided to attendees on the day, including a press release, video fly-through and renderings. Media materials were also distributed to members of the MICE media who couldn’t attend AIME.

One-on-one interviews were also coordinated with brand and hotel spokespeople following the press conference to ensure media had unique sound bites/angles.

News about the hotel redevelopment was also included in AIME Daily (the conference magazine) on the busiest day of the conference, which helped drive awareness amongst conference attendees.

Results:

  • 15-20 media attended the press conference from key MICE publications
  • Five one-on-one interviews were secured, coordinated and hosted following the press conference
  • 10 pieces of trade coverage were secured in total, with an AVE of $10,504
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Date
  • November 4, 2016