AFAC23 – Media Campaign
Client:
Hannover Fairs Australia and AFAC
Objectives
- To raise awareness and increase the profile of the AFAC23 Conference
- To maximise media exposure and coverage
- To engage exhibitors in sharing news and contributing to media coverage
- To showcase research, findings and emerging industry trends
- To attract a new audience
- To engage new media publications covering niche areas relevant to the program
- To engage the local host agencies and gain exposure for a diverse range of representatives and topics
Strategy
- Zadro closely reviewed the program identifying trending topics and possible areas of interest for media
- Zadro developed a comprehensive media list including mass, trade and niche media. Zadro then produced custom pitches looking at topics, areas of interest and spokespeople who would be appropriate for those media
- Zadro issued a launch media release, and embargoed press release ahead of the Seasonal Outlook press conference to attract as many media as possible on-site for the event
- Zadro liaised with broadcast media on-site to develop unique stories and facilitate interviews with exhibitors
Results
- 670 pieces of coverage were secured (1,858 including syndications) – 471 online news clippings, 84 AM radio clippings, 52 TV clippings, 44 FM radio clippings, and 19 newspaper clippings
- The Today Show broadcast live from the Conference and Exhibition
- Zadro secured Sky News, ABC Weather, The Courier Mail, Channel 9, SBS World News, NITV, Southern Cross Australia and AAP to attend the Seasonal Outlook press conference on-site
- 2023 achieved the highest coverage since Zadro first worked on the AFAC Conference and Exhibition in 2016
“Over the years, Zadro has demonstrated unparalleled commitment and proficiency in managing the PR for the AFAC Conference and Exhibition. Their comprehensive understanding of the industry, coupled with their innovative approach, has consistently propelled the event’s visibility and reputation to remarkable heights. Each iteration of the AFAC Conference and Exhibition, under their expert guidance, has surpassed expectations, setting new standards for engagement and outreach. It’s been a privilege to witness the sustained success and growth they have fostered for this flagship event.”
Blake Edwards, Marketing Director, Hannover Fairs Australia