ICE Totally Gaming 2016 from Clarion Events



In the vast and still growing gaming industry, Clarion have established a hugely successful portfolio of thought-leading events. 91C have worked with the gaming team at Clarion in roles that include supporting the launch of a dedicated digital portal (, helping develop the digital presence of ICE Totally Gaming, the world's premier Gaming Industry event, and supporting their international portfolio of conference events. We also assisted with the monetisation of the ICE brand online, helping develop advertising and sponsorship opportunities across the team's sites.

ICE Totally Gaming 2016 from Clarion Events

Consumer Events

Our work with the consumer event team at Clarion allowed us to work on some of the best-loved and most beautiful exhibitions in the group's portfolio. These included working with the Art & Antiques team, The Baby Show, The Spirit of Christmas and The Spirit of Summer. 91C was also had a key role in the development of Clarion's beautiful e-commerce website,, that recreated the exclusive shopping experience of the Christmas and Summer fairs and extended it year-round.

Spirit Boutique Launch Look
Buy&Beyond Supplier Directory pilot

Brand Monetisation


A key part of our work with Clarion was to advise on the year-round, online monetisation of the company's successful exhibition brands. To this end we worked with various teams to create online supplier directories that featured the rich company profiles gathered as part of the Clarion's events, to be searched and accessed at any time. For the Payments team this lead to the creation of the Mobile Money Gateway digital portal; for the retail B2B team we assisted with the pilot of Buy&Beyond, a year-round source of home and gift suppliers targeted at boutique retailers.

Buy&Beyond Supplier Directory pilot

Power and Utilities

We were delighted to be able to advise on the initial build of the Engerati digital hub and in an industry full of niche suppliers we drew on our specialist semantic web knowledge to help organise this information. While this sounds very specific, in events it is not unusual for an exhibition or conference to target an extremely broad range of interests as the reach of the event grows; being able to structure this well online makes for a better user experience of the portal and increased engagement with the event and brand generally.

Power and utilities consultancy