IdejaX 01 - Croatian advertising festival

Objective

  • To position IdejaX as the ultimate choice for people from and linked to advertising industry in Croatia as well as the platform to share great ideas

Strategy

  • Continuous production of media content through usage of all available resources - members of organisation commitee, jury members, speaker
  • Intensive media relations through strategic collaborations with print, online and AV media


Tactics

  • Exclusive cooperation with Styria publishing group (via Večernji list, Poslovni dnevnik & 24sata TV), NOVA TV, Antena Radio & Net.hr
  • Styria: weekly coverage March-May, special supplement on 76 pages published two days before the festival start
  • Launching press conference two months before the festival, second press conference at the festival opening
  • two-days 24/7 press centre at the festival
  • numerous interviews in print and online media and on TV for 10 weeks in a row

special media exposure/press gathering with festival's keynote speaker - Gary Vaynerchuk

  • eight press releases and four Newsletters produced and distributed
  • all communication channels (FB, DM, PR) centrally coordinated


Results

  • Over 60 journalists attended press events and festival
  • PR activities resulted in total of 206 articles in national & regional media outlets during 10 weeks of intensive media communication
  • 79 articles were published in the print media, 88 articles on the Internet, and 39 features were broadcasted in AV media

advertising value (AVE) of  media coverage reached 3,2 million kn