Page 62 - DMGT304_EVENT_MANAGEMENT

Unit 2: Concept and Design of Events

Notes

Case Study SWPF 2010

The Brief
The CWC Group was world renowned as experts in oil, gas, power, infrastructure and
investment, particularly in the emerging markets. It had been holding the Saudi Water
and Power Forum annually for the past 8 years. But never before has the CWC held any
media activity to publicize the event. For the October 2010 Forum, CWC and its strategic
partners Al-Bushnak Group and Al-Aghar required a top-class media center to raise
awareness on the event and facilitate national, regional and international media coverage
of the wealth of information emanating from it.
Key targets

Media (National, Regional and International)
Governments’ officials

NOCs
International corporations
Senior corporate delegations
The solution
Developed a comprehensive PR strategy to maximize publicity 9 weeks before the
opening day of SWPF 2010.
Targetted a blend of television channels, electronic and print publications in Saudi
Arabia, the region and the world for pre-event, event and post-event coverage.
Headline’s Role
Circulated pre-event announcements among local, regional and international media
Designed and set up a first-class press office with facilities for word-processing,
telephone, fax and high speed internet connection
Provided comprehensive support for visiting journalists, complete with welcome
letter and press packs containing information on the event, Jeddah the host city, and
Saudi Arabia

Engaged the following news agencies for SWPF 2010 coverage: SPA, AFP, Reuters,
Bloomberg, Dow Jones
Responded to media queries, issue press passes

Issued Arabic and English press bulletins on event developments
Organized one-one-one interviews
Hold a press conference by the organizers on the opening day at the press center
Responded to specific requests by appropriate Water Forum 2010 officers for making
press announcements
Created, developed and maintained a media mailing list

Contd.....

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