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Project cases
Informational support of the First International Transport Forum and exhibition "Transport of Russia' 2007" Project, customer Informational support, PR campaign, and a press center organization within the First International Forum and exhibition «Transport of Russia'2007». Ordered by the "Congress Management Network" CJSC for the Ministry of transport of the Russian Federation. Who and when realized the project The project was being realized from March to June 2007 by the "PROPAGANDA" CCT. Goals to achieve Purposes of the project: • to build up the Forum's image as of the main event in the transport branch; • to generate interest among target groups in the Forum's proceedings, as well as interest in the next Forum; • to attract attention to the issue of public and private partnership in the transport branch; • to support the «Sochi - 2014» project. Goals of the project: • to provide for the target audiences to be highly informed of the Forum; • to provide for rating electronic and printed media to be present at the Forum; • to organize ongoing operation of the Forum's press center and to coordinate the cooperation of the press center with organizers and participants of the Forum; • to create conditions favoring the growth of interest and engagement of target groups into the Forum's work; • to maximize the number of comprehensive publications in the mass media about the Forum, its proceedings and results. Project stages: brief description 1st stage. Developing a promotion concept The project was being realized at the background of a disproportion between events taking place in Russia's transport branch, and the way they were reported in the mass media. An analysis of publications speaking of modernization of Russia's transport branch evidenced high interest on the part of the journalists' community in questions, subjects and issues relating to the reformation of the Russian transport system. However, such publications were concentrated mostly in the specialized press, and did not contain any strategic ideological concepts, as to the positioning and reputation management of the transport branch. The agency considered important not only to provide press support to the event itself, but also from the first steps onward, to state the mission and the importance of the First International Transport Forum and of its organizer, the Ministry of Transport of the Russian Federation. In this connection, an ideological document was elaborated, named "The Concept of positioning and informational support of the First International Transport Forum and Exhibition "Transport of Russia'2007"». 2nd stage. Conducting an announcement advertising and PR campaign The announcement informational campaign was conducted in the period from March 15 to May 30, 2007. Key goals of the PR campaign: • to provide for target audiences to be highly informed about the Forum; • to arouse the interest in the Forum on the part of media and prospective participants; • to create a constant positive news background around the Forum. In order to achieve the project's purposes, a detailed pool of journalists was prepared, in the following mass media categories: • TV channels and radio stations; • prindted social and political media; • printed business media; • dedicated printed and Internet editions specialized in the transport theme; • informational agencies; • social, political and business Internet editions. The informational campaign of the First International Transport Forum began with the launch of an event press release which initiated a commenting program. A theme press release plan was elaborated and realized. Key goals of the commenting program included focusing the attention of the professional community and of the general public on the strategic results and the effect of the realization of the transport strategy and the target program of the Russian transport modernization, as well as creating favorable information environment prior to the First International Transport Forum and Exhibition "Transport of Russia'2007". The announcement campaign included a press conference given by Misharin A.S., deputy Minister of Transport of the Russian Federation: "The importance of an efficient transport system in the development of the country's economy. The First International Transport Forum». The advertising campaign was deployed in specialized and business media (KommersantЪ, Company, Profile, Business Week, Russian Information Agency 'Novosti', Transport of Russia). The advertising campaign formed part of the informational sponsorship. 3rd stage. Realization The Forum took place three days long, in seven points in Sochi and Adler. The Forum's proceedings were elucidated by 120 journalists from 70 mass media. At the Forum, the press work was coordinated mainly by the press center. The agency organized all working proceedings of the press center. There were created headquarters, where 6 specialists of the agency were permanently available. Specialists of the «PROPAGANDA» CCT carried out a range of works in the following fields: • Providing current information to journalists, as to the Forum's proceedings (including information reports, comments by referents, initiating publications, etc.); • daily preparing and mailing a press release following each day of the Forum; • press events; • current cooperation with the press service of the Russian Ministry of Transport. In order to optimize the cooperation with the media, there was a member of the press center at each of the Forum's areas. The Forum and the Exhibition included 4 press events organized with direct participation of the "PROPAGANDA" CCT: an opening and a closing press conferences given by Levitin I.E. (Minister of transport of the Russian Federation); a round table of Novosibirsk region; a press conference by Abramovich B.M., general director of the "KrasAir" airline. In order to guarantee comprehensive publications about the Forum to appear, a press trip was organized to the event for 12 key mass media. Project results The Transport Forum was widely elucidated in the mass media, including on leading federal channels and in the first-rank printed media. In total, there appeared over 270 reports about of the Forum. The subject of the public and private partnership found a big response in the mass media. The opening of a new air terminal attached to the Forum, was a good example of successful public and private partnership, when transport projects are developed and implemented by the government, and financed by the private business. A number of exhibitors taking part in the "Transport of Russi'2007" presented their projects of the transport and transport infrastructure development in their regions. Straight at the Forum, three towns applied for hosting the second International Transport Forum. The achieved level of organization and PR support of the Forum,opening of the new air terminal, and launch of the runway have contributed to the decision to conduct winter Olympic Games in Sochi in 2014.
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