"Good ****ing evening Birmingham!" One of the spicier tag-lines used in a new ad campaign based on real life scenarios experienced at the ICC.

The "good evening" offering came after a band booked by a client turned out to be, how shall we say, inappropriate, and a part time DJ on the team was drafted in to take over.

The five new adverts were designed to illustrate the expertise of staff at the centre in facing challenges.

With real analogies and cartoon-like drawings, the adverts convey the message of industry expertise with humour and creative wit.

The first advert reveals a cartoon picture of a turkey, alongside an anecdote describing a request from a Canadian delegate at a Nato conference to prepare a Canadian thanksgiving lunch within an hour.

Beneath a picture of a sad-faced turkey the caption reads "We made sure everyone enjoyed thanksgiving this year.

"Well, almost everyone." The aim of the campaign is to maintain and raise awareness of the ICC within the corporate and association conference market, using simple language and imagery to catch people's attention and create a memorable campaign.

It is also the first time that the ICC has used sponsored links through search engine Google to maximise exposure.

The campaign will appear in trade magazines for more than six months in Conference and Incentive Travel, Association Meetings International, and Meetings and Incentive Travel.

Nick Waight, ICC director, said: "The adverts really break new ground for The ICC, capturing the personality, dedication and commitment of our staff here at the venue.

"We decided to create a campaign that captured people's imagination and told the story of our venue in a light-hearted way."