A complex brief with challenges galore but Matrix PR managed to turn this into a fantastic event and garnered an estimated 13 million impressions with over 120 clippings for the client.
You don’t know who the client is. You are clueless about the press conference announcement. But your task is to get the media to attend and ensure timely coverage of the story. And all this to be turned round in 3 days!
The following case study highlights the challenge we faced managing a press conference for Thomas Cook and DEI, and how we turned those challenges around.
Matrix PR was approached by a third party to plan and execute a rather unusual PR activity with just 3 days’ notice.
To announce the new business venture between a giant in the travel & tourism industry and a Dubai based company
We took a client on board for a big announcement but we would not know who the client was until the actual press conference because of stock exchange regulations
What we were told was that the client was a big player in the travel & tourism industry and were acquiring a Dubai based company
We had to invite specific key influential media without being able to tell them who the client is or what the announcement was
In short, Matrix needed to organize a presser in 3 days about an upcoming acquisition between two companies but without disclosing the companies. Tricky, right?
The clients were: Thomas Cook India Ltd (TCIL) – an integrated travel and travel-related financial services company and Digiphoto Entertainment Imaging (DEI) – a technology-driven company that provides turnkey imaging solutions.
The acquisition saw TCIL buy 51% shares in DEI.
The strategy was built around 3 concepts:
Fear Of Missing Out (FOMO)
The agency helped position TCIL and DEI as authorities and trusted partners in the regional and global tourism space.
Secured coverage in 9 leading dailies in the UAE.
Secured 10 media interviews and interactions with the likes of The National, Bloomberg, Dubai Eye, Khaleej Times etc.
13 million estimated impressions including Bloomberg, Times of India, Money Control, gulfnews.com, DNA India, travelinsider.com etc.
Over 120 clippings across the MENA region, within two days of the announcement.
Using media relations to increase visibility and position your brand as an authority in the industry
Carefully crafted media strategy to drive coverage, increase awareness and brand recognition