A PR Case Study

Presented by

Myth • Exhibitions are not covered by media • Pure Advertising works to promote Expos and PR is simply impossible

About China HomeLife Expo

• Exhibitions of Chinese products from 7 different sectors (Manufacturing, Interiors, Home Appliances, Kitchen & Bath, Textile, Auto Parts and Plastic)

Objectives

• Attract importers from above sectors to visit the expo from across India

• Ensure high footfalls

• Facilitating partnerships between importers from India and manufacturers from China

Challenges

• Mainline media’s aversion to cover exhibition related stories

• 4-6 Chinese products exhibition happen each year at the same venue, next one was scheduled just two days after China HomeLife

• Venue: very far from the media center, deep in the suburbs • Inauguration Time: 9am in the morning

China HomeLife Expo 2013 Case-Study

Strategy Two pronged strategy was adopted

A) To brand China as India’s most preferred trading partner through hi-profile by-lined articles authored by Chinese Consulate

B) To reach out to importers across India and across 7 sectors through customized messaging specially crafted for each individual sector

Tactics • Placement of authored articles in Top Financial and Mainline

Newspapers • Created 7 press releases exclusively drafted for each individual sector,

supported by strong facts and figures • Disseminated pre-event press releases in all major importer

dominated regions in regional languages • Listings release was shared just a week before the expo • Invited relevant media and photographers to attend the expo and

experience the trade partnerships happening live • Post event round up press release disseminated across regions in

English & regional languages

Strategy & Tactics

Media • Total of over 100 media clippings (69

Print, 3 Electronic & 31 Online) • Top publications like Indian Express,

Maharashtra Times, Sakal, Lokmat, Loksatta, Divya Bhaskar, Janmabhoomi covered the pre as well as post event news

• Coverage from Mumbai, Ahmedabad, Bhubaneswar, Lucknow (Hub of importers)

• Attended by over 60 journalists from all sections of media including television

Business Results • Over 10,000 visitors visited the expo

from various parts of the country • Over 100 partnership deals formalized

at the event

Results

Client Testimonials

Media clippings displayed at the Expo Venue Client Video Testimonial

Click the link if the movie does not play http://www.youtube.com/watch?v=iiOqwR7A7Ag&feature=youtu.be

• Ashim and Anupam sir for their help and guidance

• Kishore and Sushil for their extra-ordinary media relations

• Santosh Salve and Pradeep Shejwal for the logistical support

• Narayan sir, Praful, Agam sir, Rakesh and Manas for the support from their respective centres

• Varsha Arola for the lead and Nijay Nair for directing the lead to the team

First successful event of Adfactors B2B

Would not have been possible without

Thank You