IAPCO Seminar at IBTM World


Stir up your marketing mix

 Date: Tuesday 19 November 2019

Time: 11:45-12:45

Room: Theatre 3

 Session Description:

Is it time to press the reset button on your marketing strategy?  Traditional marketing focuses have evolved from the 4 P’s: Price, Product Promotion and Place and it is time to embrace the 4 E’s Evaluation, Engagement, Experience and Evolution.

During this session our hands-on marketing professionals will present two case studies from the PCO and a Convention Centre perspective; detailing the evolution of their marketing strategies, the challenges of change management, the successes and the failures.

Learning Outcomes

Challenge your teams’ and your clients’ traditional thinking and make them understand and value digital marketing proposition

Insight into pitfalls to avoid when adapting your current strategy

10 practical takeaways that will change the way you work from Monday


Oonagh O’Reilly

Director of Sales and Marketing ICC Belfast | Waterfront Hall | Ulster Hall

Giulia Ineke Sarri

Marketing & Communication Specialist AIM Group International


Olivia Galun

Marketing and Membership Manager, IAPCO


Oonagh O’Reilly,

Director of Sales and Marketing

ICC Belfast | Waterfront Hall | Ulster Hall

Oonagh was appointed to the role of Director of Sales and Marketing in 2017 and is the driving force behind ICC Belfast’s ambitious strategy, which seeks to double the business by 2023. Over two decades of experience equip Oonagh with an enviable track record of delivering exponential business growth within high profile organisations such as the Northern Ireland Chamber of Commerce, where she led the team that achieved a 117% growth in income over a five-year period.

During her time at as Director of Sales and Marketing at the Irish Football Association, Oonagh’s major achievements include increasing sponsorship income fivefold, a 158% increase in ticket sales following the implementation of a new sales strategy and pricing model and her campaigns received six marketing awards and the UEFA Best Fan Engagement award 2016.

Oonagh now leads a high-performing unit that are responsible for profiling two of Belfast’s most iconic venues as leaders within the conferencing and live entertainment sectors. A digital-first approach implemented under Oonagh’s leadership has witnessed exceptional success to date, including all time high occupancy rates of 81% and a 28% year on year increase in ticket sales within the venue’s live entertainment sector,  without an increase in marketing spend.

Alongside her multi award-winning team, Oonagh has applied the learnings of this digital-first approach to the conferencing sector and spearheads campaigns that work for the business and for the client to fulfil ICC Belfast’s mantra, ‘When we win, everyone wins’.


Giulia Ineke Sarri

Marketing &

Communication Specialist

AIM Group International

Giulia has been active in the Meetings Industry since she was 17. She worked at congresses and events as a hostess during School and University and later graduated with merit with a thesis on the German Meetings Industry Approach to Sustainability. Her passion for the industry brought her to have a one-year experience at a small DMC and Event Management Company in Milan, assisting the team with the organization of VIP weddings, corporate events and leisure travel. After that she joined AIM Group International, premier company in the organization of congresses, events and communication at a global level.

She assisted the Marketing & Sales division first, while learning Corporate Communication skills on the job. Three years have gone since she joined the Company and she is now Marketing & Communication Specialist. Moreover, she is an active member of the IAPCO Edgineers, one of the MARCOM team members at INCON, International Conference Partnership, and a recipient of the PCMA (Professional Convention Management Association) 20InTheirTwenties Class 2019 Recognition.


About Author

Comments are closed.