The NEC Group, operator of Birmingham’s National Exhibition Centre, is to launch a new identity, created by Imagination, for its five venues.
NEC Group plans to compete for a greater slice of the converging European entertainment, leisure and corporate communications market.
“The NEC Group is committed to becoming the number one experience centre in Europe through the strategic development of our product, places and people. Imagination… has, and will continue to play, a vital part in making this happen alongside our own team,” says NEC Group chief executive Barry Cleverdon.
As well as the main exhibition centre next to Birmingham International Airport, which is scheduled to host 180 exhibitions during 1998, NEC Group runs the adjacent 12 500-seat NEC Arena. The group also encompasses sports venue the National Indoor Arena, the International Convention Centre and the Symphony Hall, all located in the centre of Birmingham.
Imagination’s identity, the first fruit of a two-year programme, will be applied next month to gain maximum exposure from international media coverage of the G8 Summit and the Eurovision Song Contest.
The consultancy has worked with The NEC Group and Birmingham City Council on long-term business and brand development strategies, according to Imagination marketing director Ralph Ardill. “The strategy will also underpin our longer term work on the overall masterplan development of the main site and on the group’s product and service portfolio,” he says.