Hi-tech approach pays off for TechEd.

TechEd is a significant event on the IT calendar, with approximately 2,500 people attending every year to learn about Microsoft's latest technology, tools, platforms and services. For 2009, our brief was to reinvigorate media interest in TechEd and expand the reach of the event beyond IT to business and consumer audiences. To achieve this, we utilised traditional media relations but in a smarter, more interactive way.

For starters, we engaged media early and developed a broad range of story angles to extend the reach of the event, while also focusing on the core IT audience. This emphasised customer endorsement and established specific voice-of-customer activities such as a start-up media pitching event. And fittingly, we also increased the onus on digital media through video cast interviews.

The results? Coverage far exceeded previous years, both in terms of quality and scope. We landed stories across a wide range of print, online and broadcast genres, positioning TechEd in broad context and highlighting Microsoft's contribution to the IT industry and NZ economy more generally. We also achieved cut-through in broad business media as well as places TechEd isn't usually covered. Furthermore, tickets were sold out in just six weeks, a full six months before the event was due to take place!

Samsung Suite gains the ultimate publicity.

In October 2008, we partnered with The Westin Hotel in Auckland to deliver the ultimate consumer experience featuring the latest Samsung technologies in one stunning showcase. The Ultimate Samsung Suite.

Samsung’s commitment to design and performance was brought to life inside the hotel’s presidential suite, where media and business stakeholders were invited to spend a night experiencing the latest Samsung technology in an elegant and sophisticated setting on the waterfront.

Product reviews are fundamental to Samsung’s media relations strategy and a key business objective. This project transformed the execution of the core brand strategy while delivering strong media and business outcomes and also strengthening Samsung’s reputation among journalists. This included some immediate high profile media wins, including a four minute cross on TV3’s Sunrise, coverage in metropolitan daily newspapers, and coverage in lifestyle and specialist consumer publications.

The Samsung Suite successfully communicated Samsung’s brand position as a leader in consumer technology while delivering its key messages to a wide range of tier one media targets. The project delivered a return on investment of $2.80 for every dollar spent.