delivery of this message, and why this is the most appropriate campaign for the times?


ICE London is the embodiment of all that’s good about face-to-face, and our theme ‘Together never felt so good’ attempts to capture what we have been missing since the last edition of ICE London closed its doors back in February 2020.


It may be a slightly overused phrase but this really is a people business and the team at Clarion Gaming sees it as a great responsibility and an honour to reflect these unique credentials in our creative, in our communications and, most importantly, in the delivery of the experience in February.


We’ve spent a lot of time talking with our customers and listening to their hopes and aspirations, and the sense of solidarity and coming together as a community at ICE London has featured highly. To help achieve this we are making our biggest ever marketing and communications investment, maximising the number of touch-points the brand has with the international industry, attempting to answer any misgivings, working alongside our exhibitors and amplifying the ‘Together never felt so good’ core campaign message.


What’s been your experience of joining the Clarion team during the pandemic - of working remotely and collaborating in new and different ways? What have been the challenges and the triumphs?


I don’t think my experience of embarking on a new chapter in my career during lockdown has necessarily been any different from that of anyone else fortunate enough to be joining an exciting and progressive organisation. Obviously at the outset it was challenging and frustrating in equal measure.


However, Clarion Gaming has completed a lot of work regarding culture aligned to the values of the business and we were successful in deploying them and using technology in the most effective way using online project management tools, core competencies and internal communication processes. However, similar to exhibitions you cannot beat the buzz of in-person and I’m delighted that we’ve been able to now meet face-to-face. It’s a great team and one that’s totally focussed on delivering another outstanding edition of ICE London.


iGB Live! in October was the first event Clarion Gaming has hosted since ICE 2020 - what did you learn from this event and what were your first experiences of the gaming community?


Returning to my first answer there are some cultural similarities between travel and gaming which are more pronounced when the community gathers at an exhibition. Again, both are people businesses, very dynamic and very focussed. In terms of specifics, there’s a need to provide world class insight and for the Clarion Gaming brands to be the go-to sources for information, analysis and advocacy. Overall, our role is to deliver ROI for all of our partners.


How do you meet the expectations of visitors and exhibitors, when the show is undoubtedly


P36 WIRE / PULSE / INSIGHT / REPORTS


ICE London 2022 will be a different experience to that of previous years – the difficulty is that no one really knows in what ways it’s


going to differ. Despite the fact that our pre-reg numbers are higher than in previous years, intuitively we anticipate that overall numbers will be lower although the quality and seniority may well be higher. The international industry appreciates that the metrics will be


different but it’s our job to continue to deliver that very special ICE London experience that drives the success of the brand. Jeannette Gilbert


going to be a different experience from ICE events of the past? How do you message for that?


ICE London 2022 will be a different experience to that of previous years – the difficulty is that no one really knows in what ways it’s going to differ. Despite the fact that our pre-reg numbers are higher than in previous years, intuitively we anticipate that overall numbers will be lower although the quality and seniority may well be higher. Te international industry appreciates that the metrics will be different but it’s our job to continue to deliver that very special ICE London experience that drives the success of the brand.


How will you measure the success of the


marketing campaign you’re enacting for ICE 2022 - what are your goals and where do you set the high-bar?


Even prior to Covid the exhibitions industry was moving away from the really crude metric of attendance figures as the measure of success. We’ve moved from quantitative to qualitative measures with the emphasis on the quality of the experience for both exhibitors and visitors.


For a number of years ICE London has undertaken exit and post show research to measure that sentiment. Tere’s no doubt that 2022 will be a fascinating edition of ICE and one which will play a fundamental role in shaping how the brand evolves and engages with its stakeholder community.


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