Events East Issues Marketing RFP

Events East Issues Marketing RFP

Events East requires a full-service agency to provide marketing and communications services for its business areas to support its in-house team. This may include strategy development, creative development and design, communications planning, research, website support and design, media planning and buying, account and project management and other related services.

Examples of services required include advertising campaigns and creative, social media strategy development, highly targeted marketing and communications plans including announcement strategy for major events and more.


Halifax Convention Centre Corporation, which operates as “Events East Group”, is a joint partnership between the Province of Nova Scotia and Halifax Regional Municipality and is responsible for operating the new Halifax Convention Centre. The core business of the convention centre operation is event management and hosting (conferences, banquets, trade shows and meetings). Events East also operates Ticket Atlantic, which is our region’s primary ticket provider, and manages the Scotiabank Centre as a separate business, on behalf of the Halifax Regional Municipality. The core operation of Events East, Ticket Atlantic and Scotiabank      Centre is located at 1800 Argyle St. Suite 416, Halifax, Nova Scotia. The Halifax Convention Centre is bound by Argyle St., Prince St., Sackville St., and Market St., in downtown Halifax, Nova Scotia

Scope of Work:

Events East has a long-term focus on enhancing the guest experience across all areas of its business, including the Halifax Convention Centre and Scotiabank Centre. Marketing and communications plays a lead role in supporting this strategy.

It is important to differentiate Event East’s role as the host and venue for events, meetings and conventions – it is not the event promoter. As such, Events East is focused on communicating the value of its business to the community and government stakeholders, marketing its venues to target event organizers, supporting sales activities and ensuring the successful delivery of the events it hosts. The approach to marketing is highly targeted to a select group of clients and stakeholders. Events East does not lead or execute event-specific advertising campaigns and promotions.

Halifax Convention Centre:

 In 2013, Events East developed and launched the award-winning brand and marketing strategy for the Halifax Convention Centre in collaboration with a marketing agency partner. The strategy was focused primarily on event planners in the national and international event markets to build awareness, interest and sales leads in advance of the Centre’s opening. Research was undertaken to understand the decision-making process of this audience, as well as a    competitive review of other centres’ marketing, brand and sales strategies.

The team has been actively marketing and selling the new Centre since 2012 through direct-to-customer (event planners) tactics including in-market activations, direct mail, targeted advertising and face-to-face communication.

Now open, the Halifax Convention Centre is actively hosting events and clients, many of whom would have had direct exposure to the Centre’s marketing strategy for the past several years. With a strong brand and a successful marketing strategy in place, there is an opportunity to assess the Centre’s position within the competitive landscape and adapt the marketing and communications strategy to align with the current environment. There is also a desire to continue proactive communications to both client and local audiences, highlighting the Centre’s success.

Scotiabank Centre:  

 Rebranded through a naming rights partnership in 2014, Scotiabank Centre is the largest multipurpose facility in Atlantic Canada, serving as the region’s premier venue for major entertainment and sporting events and the nucleus of major event activity in Nova Scotia. It is owned by Halifax Regional Municipality (HRM) and managed and operated by Events East.

With a seating capacity of more than 10,000 and the versatility to accommodate a range of events, Scotiabank Centre offers a variety of event experiences and hosts an average of 400,000 attendees annually. Anchor tenants include the Halifax Mooseheads, the Halifax Hurricanes, and the Royal Nova Scotia International Tattoo.

Marketing and communications activities are primarily focused on event promoter support, fan engagement and in-venue promotions, as well as major event announcements.

Due Date:

 June 6th


Event East Group

Civic Address: 1800 Argyle Street, Suite 416

Halifax, Nova Scotia

B3J 3N8

Finn Partners and Edelman PR are good contenders for this assignment.

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