Developing a Branding Strategy for IGU’s Events
T
he IGU events portfolio began nine decades ago with
strategies with NOCs already appointed before the
the International Gas Conference, which became the
Spanish term and, on the other, ensuring new hosting
World Gas Conference (WGC) in 1973, and has
agreements finalised during the Spanish term met the
grown to include the International Conference and
future requirements of IGU while respecting the respon
Exhibition on Liquefied Natural Gas (LNG Event Series) and
sibilities of future Presidents and Secretaries General.
the International Gas Union Research Conference (IGRC). There were a number of significant event innovations
The strategies for achieving this included: ■ Agreements – enhanced to reference advocacy,
that were implemented and developed during the term of the Spanish Secretariat. These reflected new IGU
royalty, membership and brand values. ■ Steering Committee (SC) – to provide IGU as event
objectives such as advocacy and event royalties as well as
owner with regular oversight, approval of key items
a goal of improving member benefits. External factors
and opportunity for contribution.
such as an increasingly competitive marketplace and the
❚ Procedures and Timelines – to ensure that
changing dynamics and needs of the natural gas indus
obligations and innovations are included in the
try also required new strategies for the events portfolio.
project management and key milestones are met.
right
IGU’s flagship events are the WGC, LNG Event Series and IGRC.
Historically, the guidelines for each host of an IGU
style guides and event names.
event included little coordination with IGU’s broader
■ Events Director – to ensure SC Agreement obligations
objectives. Further, there was no common branding
are met and provide overarching expertise to assist NOCs.
across the IGU events portfolio. The Spanish Secretariat
■ Member Benefits – to develop and harmonise a
made it a priority issue to create event policies and procedures that would support the evolving IGU strat
range of benefits for the various member categories
egies on advocacy, revenue and membership benefits.
and enhance the brand value for members. ■ Advocacy – introducing the requirements for
The role of IGU Events Director, reporting to the Secretary General and created towards the end of the
supporting broader IGU advocacy objectives into the
Norwegian Secretariat, was developed during the
Host Agreements.
Spanish Secretariat. A key responsibility was developing
Looking ahead the strategic planning of the Spanish
a branding strategy for each IGU event as well as across
Secretariat has ensured a powerful legacy well into the
the portfolio.
future. Six events up to 2028 were appointed during the
A series of transitional strategies were implemented
14
❚ Branding Guidelines – including logo templates,
Spanish term and four were rescheduled. As well as the
to work variously with those National Organising
significant innovations and obligations included within
Committees (NOCs) with events already in active plann
the agreements – such as the establishment of the
ing, those NOCs appointed but yet to launch their event
Steering Committee and branding and product
and those who were appointed during the term of the
objectives – the creation of procedures and timelines
Spanish Secretariat for future events. In practical terms
facilitates future Secretaries General having the flexibility
this meant, on the one hand, negotiating new branding
to continue innovation.
D eveloping
a
B randing
S trateg y
for
IGU’ s
E vents
