i2 Planet Launch
Broadens Reach Of B2B In S'Pore
Client:
i2 Technologies
PR Team: The Hoffman Agency Singapore
Campaign: i2 Planet 2001 Asia-Pacific conference launch
Market: Singapore
Budget: Undisclosed
The Hoffman Agency in
Singapore was engaged by i2 Technologies to provide strategic counsel
and management of media relations for its inaugural i2Planet conference
in Asia Pacific. The scope of work included strategic planning of
a media program catering to the needs of attending journalists,
maintaining communications channels with the various i2 in-country
offices, and Hoffman's regional network on media relations and travel
arrangements.
Objectives
To maintain the same high standard that has become synonymous with
i2Planet in the US and replicate that in Singapore. To increase
awareness about i2 Technologies and the i2Planet conference in Asia
Pacific. In addition, with e-business in Asia still in its infancy,
relative to the US, to significantly raise the profile of i2Planet
among its target media in the region in order to generate enthusiasm
and create mindshare.
Strategy
Since the e-business industry is relatively young in Asia, it was
necessary to position the inaugural event as an educational B2B
forum to garner interest among the regional press. The messaging
was that i2Planet was an industry-level forum where forward-thinking
e-business leaders meet to share their insights on trends and inssues,
as well as best practices in the B2B space.
Results
More than 100 articles were generated, including 25 broadcast interviews
and over 70 articles in trade publications, economic and business
dailies and online media region-wide. Follow-up press coverage included
ACW's TrailBlazer - an annual listing of outstanding companies and
their achievements.
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