ICON’s Collaboration with MLSE Wins Marketing & Publicity Campaign of the Year!
On Saturday, June 7th, in Denver, Colorado, the annual Event & Venue Marketing Conference celebrated its ninth awards ceremony, honoring outstanding achievements in the live entertainment industry. ICON is thrilled to announce that MLSE’s submission won the prestigious Marketing & Publicity Campaign of the Year award for our work transforming Scotiabank Arena into October’s Very Own (OVO) Arena for Drake’s homecoming tour dates.
This project celebrated the 10-year partnership between Drake and the Toronto Raptors, both calling Scotiabank Arena their home. Our team faced a significant challenge, completing the transformation in just three weeks with a demanding 9-hour window installation.
A Transformation Beyond Expectations
The cornerstone of this campaign was the stunning concealment of Scotiabank Arena’s exterior iconic signage. Using blackout vinyl, we unveiled a massive 143x16 ft showpiece, marking the space as October’s Very Own Arena. This spectacular display was not only eye-catching during the day but also brilliantly illuminated at night. The gates were enhanced as well to bring the exterior design all together. At Gate 6, we utilized UV silicone edge graphic fabrics and box frames to rebrand the entrance, ensuring the message reached every visitor with three illuminated signs. At Gate 1 in the Galleria, a striking 48ft- wide, 82-inch-high sign made a bold statement for the arena. To seamlessly integrate the interior to the exterior, every detail inside the arena was meticulously transformed. The loading dock featured a 198-inch by 57-inch silicone edge graphic sign, reinforcing the arena's new identity. The backstage Raptors hallway received a 312-inch by 121-inch vinyl wrap, showcasing a timeline of Drake’s appearances and the renaming of the arena to October’s Very Own Arena. To enhance the atmosphere further, we added OVO flags to the roof and a stunning mural in the loading dock, symbolizing the unity between OVO and the arena, creating a fully immersive experience.
Celebrating Our Success
Congratulations to Maple Leafs Sports & Entertainment on winning this award and it was an honour to have worked together on this project and for our partnership that has spanned over 2 decades. These moments are the ones that continue to inspire us to provide our clients with the best visual experiences possible. Thank you to everyone involved in making this project a success!
