PUBLIC RELATIONS HOLDSWORTH ASSOCIATES

Creating media interest for an inaugural event

Creating media interest ahead of an event positions it as prestigious and the place to be.

Objective:

To promote the inaugural Agri-Tech East conference to be held in November 2014 – less than nine months after the creation of the organisation itself – alongside the positioning of Agri-Tech East as the coordinator and lead organisation for the first Agri-Tech Week.

Strategy:

The conference was structured so that a number of different perspectives were presented with common themes running through the day.  The speakers were interviewed ahead of the event and quotes and photographs sourced.  This provided material for a series of articles in key publications in the lead up to the event.

Content was created for a special ‘agri-tech’ supplement which appeared within a new publication Farming World.  This appeared in advance of the event.   Media material was also created for the other Agri-Tech Week events and placed in the media and on the Agri-Tech East website, building profile for all the participants.

A logo for the week was created and provided to all partners creating a strong brand identity for the week which was complemented by marketing activities by partners.

Each of the events was pitched to slightly different audiences and many delegates attended more than one event building synergy between all organisations involved and demonstrating the agri-tech cluster in operation.

Industry leaders supported Agri-Tech Week, including a positive mention in a speech by HRH the Earl of Wessex.

 

 

Outcomes:

  • Extensive coverage in local and regional press in the three months leading up to the event, resulting in dozens of articles mentioning or actively promoting Agri-Tech Week.
  • Agri-Tech Week received its own 12 page supplement in the brand new publication East Anglian Farming World, with REAP placed front and centre with a double-page spread in the supplement.
  • Belinda Clarke, Director of Agri-Tech East, appeared on Norfolk regional news channel Mustard to promote Agri-Tech Week.
  • REAP sold out (over 100 attendees), resulting in a waiting list for tickets and organisers having to turn people away.
  • Press reports of other events – including those which had been established prior to Agri-Tech Week – all mentioned they were part of Agri-Tech Week.
  • A Google search for ‘agritech week’ lists the top three results as all from the Agri-Tech East website (Nov-Dec 2014)

Creating media interest for an inaugural event

©2015 Holdsworth Associates