Leaders in London

Case Study: Leaders In London
Client: Institute for International Research

Activity
• Leaders In London is an annual 2-day leadership summit staged by the Institute for International Research (IIR)
• The 2005 event took place at The Barbican and featured speakers including Soviet Union and Nobel Peace Prize winner, Mikhail Gorbachev; 42nd President of the USA, Bill Clinton; former US Secretary of State, Madeleine Albright and explorer Sir Ranulph Fiennes.
• Each of the speakers delivered an address focusing on a particular aspect of leadership to an audience of the UK and Europe’s leading businessmen.

Objectives
• Raise awareness of Leaders in London 2005 to establish the event as credible with media
• Drive traffic to event website
• Pre-event PR coverage to drive early ticket registrations

Strategy
• Surveys were used to create early news coverage, seeding the event with business and political journalists.
• As media partners, The Times, Time magazine and CNN were offered exclusive pre-event interview opportunities with some of the speakers.
• In the run up to the event a media day was arranged with speaker Michelle Mone, founder & co-owner of MJM International, makers of the Ultimo Bra.
• Business and political journalists and photographers were invited along to the event for media opportunities with the majority of speakers.
• THBC liaised with speaker representatives to agree a media schedule with each of the speakers throughout the course of the event.
• All photographer access and speakers interviews were managed via the event press office on-site at The Barbican.
• Media requests for photography etc were facilitated post event.

Results
• Over 100 individual pieces of coverage were achieved throughout the campaign, across TV, radio, print, online and global media.
• The majority of media coverage was gained prior to the event, achieving essential pre-awareness for the event.
• Positive exposure was attained throughout the campaign with a notable amount of television coverage achieved, including CNN, ITN, CNBC, BBC 2 and BBC News 24.
• A front page was achieved with The Daily Telegraph following an exclusive pre-event interview arranged with Terrence Conran.
• A media junket in Geneva with Mikhail Gorbachev attracted global interest

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