ICC Sydney

Launching a national icon to the world


The Challenge 

Drive excitement, awareness and 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 managing a vast, complex stakeholder network.

The Solution

ICC Sydney and HWBK crafted and delivered a channel agnostic, phased integrated communications program designed to unite stakeholders across key story platforms aligned with ICC Sydney’s objectives – from innovation and economic impact, to entertainment and food & beverage.

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From Ken Maher, lead architect for ICC Sydney, and Lieven Bertels, Sydney Festival Director, to Brad Krauskopf, Founder of Hub Australia, and NSW Premier, Mike Baird, we bolstered the credibility and impact of Sydney Views by leveraging its strong ties to thought leaders across the city and nation.

Social media, digital content, event and publishing support helped build the communications ecosystem and engagement, allowing compelling stories to be told across channels and devices.


Spike campaigns were also used to amplify peak moments, including ICC Sydney’s Test Event series featuring a glittering Showcase Dinner for 2,000 people, an official opening with former NSW Premier, Mike Baird, and the precinct’s first public concert with world-famous musician Keith Urban.

The Result

KPIs were smashed with over 1,200 pieces of positive, quality coverage, delivering a known potential reach of more than 590 million globally. This was bolstered by the co-creation of the venue’s industry-first publication, Sydney Views, with a readership of more than 35,000.

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 for the venue, which is set to deliver $5 billion in economic benefit to NSW over the next 25 years.


History Will Be Kind won PR Week/Campaign Asia Pacific – Silver Award – B2B Campaign of the Year for their work on ICC Sydney.


Million people reached globally 

150 +

key stakeholders activated 


People viewed Sydney Views

Twentieth Century Fox Home Entertainment


SEA LIFE Sydney Aquarium