Auditoire Promo, Case study WISE INITIATIVE by Fleishman Hillard

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Media Promo & PR, Case study
Market Qatar
Agency Fleishman Hillard
Released September 2012

Credits & Description

Category: Public Affairs
Advertiser: AUDITOIRE
Senior Vice President & Partner Brand and Business: Harald Simons (Fleishman-Hillard)
Associate Director: Lucia Coelho (Fleishman-Hillard)
Account Director: Béatrice Cassignol (Fleishman-Hillard)
Media placement: Press Releases - Times Educational Supplement - 23 September 2010
Media placement: Press Folder - Education Journal - 7 December 2010

Summary of the Campaign
The World Innovation Summit for Education – WISE is an initiative of Qatar Foundation for Education, Science and Community Development, launched in 2009 under the patronage of Her Highness Sheikha Moza Bint Nasser in Doha (Qatar). It brings together worldwide thought-leaders and pioneering practitioners to foster new collaborations and develop innovative solutions with the goal of inspiring creative change in education.
In 2009, we established WISE as a milestone on the international scene and positioned Qatar Foundation as an innovative forward thinking organization.
In 2010, Qatar Foundation, satisfied by the results generated, mandated our agency. A recommended strategy was to reinforce visibility on WISE rebranding as an around-a-year initiative and further set education as the cornerstone of all progress.
We created and implemented a tailored multi-country public relations campaign reaching 45 countries from July 2010 to late January 2011. Strategy was to create content opportunities, mobilize an international network with 70 counselors from our agency and develop PR tools to maintain media interests and provide them with an informative platform.

Results: 152 attending journalists from 45 countries, 100 identified on-site interviews, 555 clippings in high level media all over the globe, 95% of positive coverage and a PR value equivalency of € 23,985,670.

The Situation
During the campaign, we worked closely with Events Management Agency Auditoire, an external consultant at Lagardère Media Consulting and with the client at Qatar Foundation. Founded in 1995 by decree of His Highness Sheikh Hamad Bin Khalifa Al Thani, Emir of Qatar, Qatar Foundation is a non-profit organization focusing on education, scientific research and community development. Under Qatar Foundation’s umbrella are Education City, comprising elite universities, several academic and training programs and Qatar Science and Technology Park, boasting more than twenty-one world-class companies involved in scientific research and development. Qatar Foundation is chaired by Her Highness Sheikha Moza Bint Nasser.

The Goal
Objectives were to reinforce awareness on WISE rebranding as an around-a-year initiative and further set education as the cornerstone of all progress. Criteria of success were based on a perfect knowledge of each identified and targeted local market educational challenges and medias. This resulted in our agency designing and implementing a tailored multi-country public relations campaign reaching 45 countries (USA, UK, Brazil, China, France, India, Germany, Mexico, Russia, South Africa, Japan, Indonesia, Turkey, Egypt, Middle-East, Ghana, Cameroon, Australia, Bangladesh, Poland, etc.). We recommended qualified high level media specialists to cover WISE and increase their interest by delivering tailored messages and stories.

The Strategy
We elaborated a strategy based on highlighting key WISE events during the year and creating a momentum around WISE Summit:
- 3 special events before WISE Summit (Ministerial Colloquium, Institution for Education Leadership, WISE presence at WEF Mena in Marrakech).
- Key activities were supported by the development of a wide range of PR tools and tactics designed to inform, shape a favorable opinion and call to action such as: 3 press releases before WISE Summit (in 10 languages), 1 Interactive press release, 6 press releases during WISE Summit, 6 Newsletters all year long, Press kit on site, invitations, dedicated messages platform, interviews, round tables, etc.

Managed centrally from our agency in Paris, the WISE – World Innovation Summit for Education campaign involved over 70 consultants from our head offices, spread out all over the world. During the Summit, 27 consultants provided the 120-plus attending journalists and bloggers with tailored stories, programs and interviews.

A tailored international PR campaign featuring major high points:
- Support to organization of the Ministerial Colloquium on Quality of Education in the Arab World on September 21 and 22
- Press invitation and trip to the first Institute for Education Leadership ever, held from October 18 to 21 in Doha and distribution of press releases
- Announcement of the WISE Awards
- Selection and invitation of 100 high level journalists from 45 countries to attend WISE Summit from December 7 to 9. Organization of an onsite PR activity programme containing a roundtable, a media cocktail, 2 press conferences, 4 topical press points, a high level session, a visit to Education City and an invitation to the Gala Dinner for a selection of journalists. More than 25 consultants onsite.
- Creation of several reports dedicated to the client and to Her Highness Office, a 2009/2010 comparison and a recommendation.

Documented Results
- WISE was attended by over 1,250 key influencers and 100-world class experts from 120 countries
- Coverage generated included articles in some of the world’s foremost media such as International Herald Tribune, The New York Times, Huffington Post, BBC, Time Higher Education, Brazil Economico, China Daily, China Education TV, L’Express, RFI, France Inter, Press Trust of India, Times of India, Deustchlandradio, Expert TV (Russia), SABC TV (South Africa), etc.
- 555 clippings were generated on the WISE Summit, 310 dedicated articles or in-depth stories
- The total estimated Public Relations value Equivalency reached 23,985,670 €
- 120 journalists from 45 countries attended the 3-days WISE summit in Doha in December 2010
- The success of the campaign was linked to the ability of our agency to work closely with Events Management Agency Auditoire as well as the client at Qatar Foundation and external consultant at Lagardère Media Consulting.