Terrapinn, a global B2B media company and major trade events organiser, wanted to promote Cards Asia as a leading smart cards and payments industry show in Asia. On its 15th year running, Cards Asia 2010 is made bigger and better than before with RFID Word Asia 2010 and Retail Solutions World Asia 2010 under one roof. Terrapinn wanted to raise the profile of the individual brands (events) and collectively, to increase awareness on the three-in-one conference and exhibition in Southeast Asia.
- Short lead time of one month to plan and implement a PR campaign
- Perception that the shows are for niche markets
- Two other trade conventions happening on the same week
EASTWEST PR immediately prepared messaging around the events, and without delay, implemented a regional awareness campaign targeted at the mainstream and trade regional media, both online and offline.
The media outreach activities were implemented in two phases:
The first phase, implemented before the event, focused on informing the target audiences about the topical issues to be covered during the events. EASTWEST liaised closely with the exhibitors to identify interesting stories and pitched them to the relevant media. Two announcement press releases were written in English and translated in Thai, Indonesian and Vietnamese and were regionally disseminated.
The second phase was carried out before and during the event and focused on securing one-to-one meetings and interviews between the media and the participating visionaries and market leaders.
The rigorous media outreach during the one-month period paid-off, and resulted in the attendance of 21 journalists from 17 media organisations during Cards Asia 2010. To date, 60 media clippings have been generated including print, online and broadcast in Singapore and regional media. The media coverage amounts to over SGD 200,000 in advertising value equivalent. The overall tone and content of media coverage were positive and favourable.