INFORMATION SUPPORT OF SHANGHAI WEEK-2017 EXIBITION IN ASTANA (KAZAKHSTAN)
GOALS
- Generate coverage of the exhibition by Kazakh media
- Invite the key Kazakhstan Government officials to attend the opening of the exhibition
- Provide technical assistance in organization of the exhibition's opening ceremony (July 3, 2017)
- Engage media representatives and popular bloggers
- Invite representatives of the Kazakhstan business community
- Attract visitors to attend the exhibition
SOLUTION
- Press-office of the exhibition
- Initiate GR campaign focused on the Ministry of Economic Development, Ministry of Development and Investments, Ministry of Communications of the Republic of Kazakhstan, as well as Akimat (Mayor's office) of Astana
- Active invitation campaign aimed at the representatives the Kazakhstan business community
- Conduct active advertising campaign in Kazakhstan social media
- Engage popular Kazakh lifestyle blogger as the exhibition ambassador
- Conduct BTL invitation campaign
RESULTS
- 64 stories about the exhibition in the leading Kazakh media outlets
- Journalists from 28 media outlets attended the exhibition's opening ceremony
- Over 240 representatives of the Kazakhstan business community attended the exhibition
- Yerlan Khairov, Vice Minister for Investments and Development of the Republic of Kazakhstan participated in the exhibition's opening ceremony
- OTS – 28,8 million
At the end of May 2017, the representatives of Shanghai administration approached Altezza with a request to provide information support for the "Shanghai Week" exhibition which was to be held on July 3-5, 2017 in the framework of the Chinese exposition at Expo Astana-2017. This task was further complicated by the fact that "Shanghai Week" was to take place in one of Astana hotels or kilometers away from the Expo Center where the "Expo Astana-2017" was conducted. Furthermore, in addition to media support Altezza was tasked to communicate with Kazakhstan officials, representatives of business communities and ordinary visitors.
The qualification of any professional team is often tested when implementing projects with limited timeline and comprehensive objectives. We did not have much time to get into the project. We launched the exhibition's press-office in Astana and started implementing "Shanghai Week" information campaign in the top Kazakhstan media, social networks and popular blogs the next day after we received the client's request. Within the framework of the GR campaign, we were able to enlist the support of the Ministry of Investment and Development of Kazakhstan and the Akimat of Astana.
As the result of the campaign, key Kazakhstan media outlets published over 60 stories on "Shanghai Week" and its participants. Yerlan Khairov, Vice Minister for Investments and Development of the Republic of Kazakhstan took part in the exhibition's ribbon-cutting opening ceremony. Over 240 representatives of Kazakhstan business community attended the exhibition and had a chance to communicate with their counterparts from the leading Shanghai corporations that participated in the exhibition. However, our most surprising and pleasing achievement came for us from a 75-year-old lady who said that she learned about the exhibition on Instagram, which was selected by Altezza as one of the primary channels of communication with the regular visitors.