Working to a clear brief, we mapped out a fully integrated campaign that would result in an attention-grabbing event in Serra do Mel, a remote city in the state of Rio Grande do Norte in Northern Brazil. The biggest challenge was to secure attendance from the local community, key journalists, partners, important business figures, and governmental stakeholders. What was needed was a hook – something more than a facility opening.
The strategy centred on building a strong story around the business and investment impact of the new facility, both to the region and to Brazil overall. Working with Voltalia’s senior executives, we secured the attendance of the Minister of Energy and the Governor of the State of Rio Grande do Norte. With these two VIPs confirmed, a full event management and media strategy was developed.
We built an integrated campaign around a specially created visual identity developed by our design team supported by a heavy hitting speech that provided the hook for the media outreach. Having created these assets, we developed an accompanying video together with all press materials. The team in Sao Palo then handled all event management including the press outreach, securing media attendance, handling all RSVPs and managing all event logistics.
Despite its remote location, the event attracted over 400 people drawn from our target list of local community, key media, regional government, partners and suppliers. Media interest in the event was significant with more than 62 pieces of coverage secured including five key tier one regional and national titles including Valor Econômico as well as Brazil’s three core energy trade publications. More importantly, the French media including AFP, Enerpresse, La Croix, and Les Echos covered the launch.