OBJECTIVES
- To raise awareness and increase the profile of the AFAC22 Conference
- To engage exhibitors and delegates
- To maximise media exposure and coverage
- To showcase research, findings and emerging industry trends
- To attract a new audience and engage new media verticals
- To engage the local host agencies and gain exposure for a diverse range of representatives and topics relevant to South Australian host agencies
STRATEGY
- Zadro developed a highly targeted media list with mass, industry and niche publications
- Zadro reviewed the program closely and then developed custom pitches based on the different topic areas
- Zadro liaised with exhibitors and speakers to discuss their organisation and what they were going to do at AFAC22 then developed custom pitches for this
RESULTS
- 292 pieces of coverage were secured across premium traditional formats (mass broadcast and print), industry and niche publications
- The team secured 10 pieces of broadcast coverage across major networks such as Channel 10, 9, 7, Sky News, ABC and SBS News
- ABC’s Behind The News did an entire episode on AFAC22 exploring the exhibition
- Two interviews syndicated nationally across over 100 major and regional mastheads
- The team secured the highest coverage since beginning work on the AFAC Conference and Exhibition back in 2016
““We were thrilled with how Zadro planned and executed the AFAC22 PR campaign. I have worked with many PR agencies, but I have never seen such an impressive execution. PR is often considered the media that you can’t measure return on investment (ROI) however with how Oakley and Elizabeth drove this activity we can directly see the impact and ROI. I look forward to working with them on many events to come.””
Blake Edwards, Marketing Director, Hannover Fairs Australia
