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Industry Shows, Events & Festivals, Corporate Communication
Media Promo & PR, Case study
Market Ukraine
Released July 2012

Credits & Description

Category: Corporate Communication
Product/Service: CORPORATE EVENT
General Manager/ Public Relations: Sandrine Chevalier (Cannes Exhibitions)
Media placement: PR Event : Cocktails, Parties - All Medias - 1st January 2006

Summary of the Campaign
We wanted to launch a business centre in Kiev. The client responsible for promoting the event was looking for a European partner to publicise the centre and attract investors.

The Goal
The aim was to bring property and investment professionals (banking, insurance, etc) together in a business centre to create a momentum that would help develop Ukrainian business. To do this, we needed to work on the city’s modern image to reduce the spectre of political instability.

The client was hoping for 3 reliable contacts whom he could then invite to Ukraine. This aim was achieved. The next round of commercial development was suspended during the Ukrainian elections.

- Register for MIPM - Produce the brochure - Press conference and meetings - Party The campaign was planned in advance over a full year before. The major difficulties were: - Cultural differences that led to misinterpretations and misunderstandings of messages (substance and form) - Technical production, as the room we chose was the most in demand, so good relations were essential. Also, the Ukrainian Group wanted the technical facilities to be installed by a German service provider who only had a semi-trailer (problem of authorisation to park on La Croisette). The service provider wanted to use giant screens, but the time taken to rig them up did not fit in with the schedules of the other people involved and of the receptive site.

The Situation
Despite the instability of Ukrainian political decisions, real investment opportunities could encourage European companies to study the emerging markets in the Eastern European countries and therefore move to Kiev.

The Strategy
We worked on the target and, in the light of the results, decided to launch the campaign at MIPIM (property market) in Cannes, because the conference attracts world leaders in the sector and because Cannes, with its Festival and festive atmosphere, is conducive to the launch of innovative projects. We brought together a number of institutions, Ukrainian companies and European companies that have already invested successfully in Ukraine, along with a few politicians involved in decisions on Ukrainian economic strategy, to prepare this PR operation in advance via press conferences and more private meetings between investors. Finally, we organised a party with 600 VIPs (decision-makers, investors, politicians, etc) with a "guest star" band that won the 2007 Eurovision Song Contest and has a fresh image.