Case Studies
ITU Telecom World 2003, Geneva Switzerland
Client:
Government of Canada – Industry Canada, Information and Communications
Technologies Branch (ICT)
Challenge:
Plan and undertake a targeted media relations campaign focussing on
domestic, regional, trade and international media to further profile Canada’s
innovation in telecommunications and IT technologies.
Project:
- Delta Media’s media relations team developed domestic and international
media plans, wrote and designed a media toolkit, identified media opportunities
and generated media lists.
- Delta Media provided supplementary media relations services to exhibitors
before ITU Telecom and during the event in Geneva, Switzerland.
- Our domestic and international team members pitched key messages
surrounding the ICT Branch and its mission, participating Canadian companies,
and demonstrations in the Canada Pavilion at ITU Telecom World 2003.
- The team coordinated and scheduled photo opportunities and interviews
as part of a day-to-day media program for the Canada Pavilion while
at the event.
Result:
There was a tremendous level of response and cooperation from the Canadian
companies due to the success of the media toolkit. Our team was able to
add profile to the media events of six exhibitors by having the Assistant
Deputy Minister (ADM), Michael Binder participate in their corporate announcements
and product unveilings. Prior to the ITU Telecom show, our team was successful
in arranging a feature interview with the ADM that appeared on ITBusiness.ca.
The live broadband demonstrations from Geneva to Canada generated national
print and on-line media coverage through CANWest News Service. Finally,
our media program provided international media with access to the Canadian
companies, interviews with the ADM, footage of the demonstrations and
photos of latest Canadian innovations in telecommunications and IT.
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