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Project cases
INFORMATIONAL AND PR SUPPORT OF THE XVI MOSCOW INTERNATIONAL ADVERTISING FESTIVAL
Objectives of the project: • to strengthen and to support the idea of a high standing of the event in target groups, both in Russia and abroad; • to strengthen and to support the image of the Festival as the brightest and the most interesting happening in the professional world of the Russian advertising; • Generating interest of the target groups to the proceedings of the XVI MIAF. Projet stages: brief description The project included the following lines: • conducting an announcing PR campaign; • organizing an operational press center; • organizing and conducting dedicated press activities. 1st stage. Announcing PR campaign The announcing informational campaign was conducted from September 1 to November 8, 2006. Key objectives of the PR campaign: • to maximize the awareness of target audienes in respect of the Festival; • to raise interest in the Festival among its prospective visitors; • to create a continuous positive news background in respect of the Festival. The agency developed a system of informmational occasions and news supporting the interest in the MIAF proceedings. According to the theme plan approved, the "PROPAGANDA" CCT prepared and mailed press releases. 2nd stage. Organizing an operational press center The main coordination body of the Festival for the press was the press center - the basic area of journalists' operation in the MIAF. The agency organized completely all the working process of the press center: results of the day were summarized on a daily basis, continuous communication with media, directors and organizers of the Festival was in place. Moreover, the press center staff provided assistance to the directors of the Festival in respect of some events. The Festival press center worked in the following lines: • registration of journalists; • providing information of the MIAF proceedings to journalists on an ongoing basis (information reports, referents' comments, etc.); • daily mailing of informational reports following the Festival's seminar program and dedicated events; • announcing events and activities in the Festival's seminar program; providing respective information to journalists; • permanent cooperation with the Festival's directorate. Organizing dedicated press events In order to maintain permanent attention to the MIAF proceedings, the Agency developed a number of dedicated press events, including: • an opening press conference; • a communication & discussion area "Advertising Ring"; • media jury voting for the «Press Award»; • «breakfast with the star». Opening press conference On the first day of the MIAF, the "PROPAGANDA" CCT staff, together with the directorate of the Festival, held an opening press conference. On the press conference, MIAF president I. Yankovskiy, and MIAF general director E. Naryshkina were the speakers; the press conference was conducted by a staff member of the "PROPAGANDA" CCT. The opening press conference aroused journalists' interest. In the course of the press conference, the following subjects were proposed to the journalists: • growth of the MIAF importance in the advertising community; • focus on the international status of the Festival (statistics of participating countries and the number of works); • announcement of the Festival's program; • new image of the Festival; • new principle of forming and membership of the jury. «Advertising Ring» «Advertising Ring» is a communication & discussion area dediated to two most burning events of the year: MTS rebranding and legislative restrictions of beer advertising. In the "Advertising RIng", many visitors of the Festival took part, among them - journalists, advertising producers, advertisers, and guests of the Festival. Voting by the media jury for the «Press Award» Traditionally, the Festival's PR partner holds a media jury voting, to determine the winner of the "Press Award". The "PROPAGANDA" CCT sent invitations to the most influential dedicated media, suggesting particiating in the "Media Jury". The jury had to view printed and video works, and to determine the winner. «Breakfast with the star» «Breakfast with the star» is a special activity for dedicated media representatives, in the form of a breakfast (an exclusive interview in a natural environment) with the star of the advertising business, member of the Big Jury of the Festival Hisashi Hayashi, creative director of Dentsu Inc. Tokyo, Japan. 20 journalists were invited to the event. 3rd stage. Final Upon termination of the Festival, the "PROPAGANDA" CCT continued working with media: mailing press release and supplementary materials relating to the event, communicating with journalists for the purpose of initiating publications. Project results The successful announcing campaign in the mass media generated interest of the Festival's potential participants and the media. Following the informational campaign in the media, there appeared over 180 informational reports and publications. Reportages about the Festival were broadcasted by a number of TV channels (1st channel, RBK TV, Mir TV company), and radio stations (City FM, NRG, Avtoradio) directly in the days the MIAF was being held. The well-coordinated operation of the MIAF press center allowed managing efficiently the communications with media, and coordinating information flows during the Festival. The special events planned were held on a high level in terms of content and organization, and aroused great interest of media representatives, vistitors and guests of the Festival. The informational campaign allowed fixing an idea of the MIAF in the mind of target audiences, as of one of the authoritative, and the most impressive event in the life of the Russian advertising community.
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