CA World Expo 2011
As CA Technologies largest yearly event in Australia, Hill & Knowlton was tasked with driving positive editorial coverage focused on the company's key messages across a four week period; before, during and after CA World Expo '11.
There were two key considerations in securing media interest for CA World Expo in '11. This included the fact that the events would be almost a direct replica in terms of spokesperson messages and interviews as from CA World Expo Singapore which was held the week prior. Additionally, there would be fewer high-level executives than previous years and a shorter timeframe than ever to turn around media invitations and secure registrations and interviews. This made it ever more important for the Hill & Knowlton team to think creatively about key story angles and spokespeople that would most interest local media.
An increase in PR activity was recorded for CA World Expo '11
across the board in comparison to the previous year; from the
number of journalists invited to the event to the total pieces of
coverage and event Tweets! This included a 33 percent
increase on 2010 media attendance for the Sydney event and a 40
percent increase on the previous year in terms of media interviews.
There was also an impressive 68 percent increase in the number of
articles generated as a result. All media articles resulting from
the event were overwhelmingly positive with the majority focusing
on CA Technologies key messages and customer success stories.