Award-winning national communications campaign for NGAA

"ImpactInstitute was instrumental in the successful delivery of the 2023 Melbourne GEC. From the perspective of GEN Australia, the project would not have succeeded without their strategic leadership in brand definition and management, their stakeholder management across diverse, complex, and international stakeholder groups, and adaptable and intuitive approach across the project stages. "

— Chad Renando
Managing Director, GEN Australia

Challenge

The Global Entrepreneurship Congress (GEC), owned by the Global Entrepreneurship Network, was hosted in Melbourne for the first time in 2023. Set to attract thousands of delegates from around the world, government interest was significant, with multiple agencies invested in the event’s success.

But the brand had no local footprint, no digital presence, and no established media profile in Australia.

We needed to build a compelling, credible, high-impact integrated marketing campaign from the ground up, while navigating complex stakeholder dynamics and delivering on ambitious delegate and sponsorship targets.

We led the integrated marketing and communications strategy for GEC 2023, delivering a full-service campaign across digital, PR, content, and stakeholder engagement.

We started with research and brand strategy, including stakeholder interviews, competitor analysis, and ecosystem mapping. A key insight – “what problems can we only solve together?” – informed a Beliefonomics-driven creative campaign positioned GEC as a catalyst for global collaboration.

With no existing brand presence in Australia, we built a digital ecosystem from scratch, launching a new website, social media channels, and a content strategy aligned with key milestones. The campaign unfolded in four phases – Launch, Build, Buzz, and Live & Legacy – each designed to build awareness, drive engagement, and sustain visibility. On the ground, we managed media relations, interviews, and content capture to extend reach, reinforce positioning and support legacy.

Outcome

2,600+ delegates from 125 countries
Brand awareness generated via 108 media items with a reach of 27 million+, and social reach of 1.2 million+
Strong community engagement including multiple state governments, federal government, City of Melbourne, University of Melbourne, University of Queensland, LaunchVic, Startup Victoria, Invest Victoria, Global Victoria, Queensland Chief Entrepreneurs Office
Reputation established for GEN Australia as a national innovation connector
2,600+ delegates from 125 countries

Global Entrepreneurship Congress

Challenge

Solution

Outcome

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