Create excitement, build awareness and drive bookings for Australia’s $1.5 billion new premier convention, exhibition and entertainment precinct – all over a 12-month period to launch, navigating limited access to the venue and a vast, complex stakeholder network.

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HWBK crafted and delivered a channel agnostic, phased integrated communications programme designed to engage core audiences including key stakeholders, trade and consumer, across key story platforms aligned with ICC Sydney’s objectives – from innovation and economic impact to destination, entertainment and food & beverage.

We created a stream of positive news and used bespoke campaigns focused on key milestones to supercharge engagement and media cut through, and build momentum. Broader supporting activity spanned disciplines with our team supporting on everything from issues messaging and media and influencer engagement, to the creation of an industry-first custom magazine – Sydney Views, channel strategy, event support, scripting and content creation.

Leading up to launch, we leveraged an intensive programme of test events to provide exciting previews that built anticipation ahead of high impact grand opening events with the likes of Premier of NSW, Mike Baird, and world-famous musician Keith Urban.


KPIs were smashed with over 1,200 pieces of coverage generated, including 47 broadcast hits. This delivered a known potential reach of more than 590 million globally, bolstered by our delivery of three issues of Sydney Views with 30,000 people viewing the second and third issues.

Over 200 key stakeholders were activated to support media and social activity and drive critical third party endorsement, with more than 500 events confirmed by launch and the venue tipped to deliver $5 billion benefit to NSW over the next 25 years.