ICE Sensational

‘Sensational’ was a campaign based around the senses beginning with full page and double page advertising in the trade press, developing into a more experimental strategy as the campaign progressed. We wanted to stretch the traditional marketing method of a gaming show – to combine sensory experiences that would integrate the at-show experience with the pre-show marketing. A number of suggestions were presented to enhance the ICE Show at London ExCeL including an audio logo, sound installations, a variety of aromas distributed via ExCeL’s air-conditioning system during the 3 day show and a ‘Sensorium’ relaxation area with free massage!