Broadband World Forum

Services: Public relations, Branding, Exhibitions, Strategic support, Key message development, Campaign planning.

Situation

Broadband World Forum Europe is the World’s largest broadband industry conference and exhibition and is held annually in Paris, France. The bcsAgency was hired by organisers Informa Telecoms & Media to carry out a four month campaign to significantly raise the profile of the 2010 event across the globe.

 

Task

bcsAgency was tasked with creating and implementing an integrated activity plan at the start of the campaign which combined traditional PR activity with social media communications. The incorporation of social media activity into the PR and marketing work wasimportant to Informa, as it was an area that it had started to work on but had no specific strategy in place for.

 

Action

bcsAgency acted as an extension to the Informa marketing function; liaising with the sales team and conference programmers to implement a strategic campaign that combined traditional news releases, media relations, exhibit or liaison, and managing the show’s digital outlets, including Twitter and LinkedIn accounts.

 

The team carried out targeted exhibitor support, encouraging them to carry out press activity around the show, which contributed to a higher level of media coverage being generated for the show. In addition, a series of press releases were issued announcing the speaker line up and encouraging journalists to attend the event.

 

At the start of the campaign a dedicated Twitter account was established for the show and the team worked to build a following; issuing regular tweets and working to engage with the target audience. The team also managed the LinkedIn group; creating discussions and promoting relevant posts to Managers Choice.

 

Result

During the four month integrated PR, marketing and social media campaign, bcsAgency achieved:

 

- more than 2,500 pieces of coverage

- 63% increase in press attendance

- 22% increase in visitor numbers

- Doubling of Twitter followers

- Doubling of LinkedIn group members

 

Following the success of the Broadband World Forum Europe 2010 campaign, bcsAgency has been retained as the PR agency for 2011 and is now also the official PR partner for several other Informa Telecoms & Media events including the IP&TV World Forum, LTE World Forum and Broadband World Forum Asia.