In 2012 Global Gateway Advisors was engaged to work on international media efforts for the APEC 2012 CEO Summit held in Vladivostok, Russia. The Asia-Pacific Economic Cooperation (APEC) is a forum that promotes economic integration and trade. The APEC CEO Summit, established in 1996, takes place annually alongside the government meetings and is a unique opportunity for global business leaders to engage directly with Presidents and Prime Ministers and other key ministers from across the region. The International Media Team implemented a strategy focused on leveraging key assets, managing logistics to maximize coverage and driving visibility around critical issues like economic integration, food security, supply chains and innovation growth. The result? Over 2,000 total media registered, with 560 journalists from 27 countries filing 5,600 stories. Media stories mentioning APEC and “business” or “CEO” increased 81% from 2011. Webpages mentioning the same terms increased 214%.

Below is an overview of the APEC 2012 CEO Summit and a summary of our work:

Global Gateway Advisors managed international media operations – global media relations, English-language social media channels, media partners and international media moderators for of the APEC 2012 Russia CEO Summit

The Asia-Pacific region today accounts for 40 percent of the world’s population and 54 percent of its GDP. Yet, its economy and trade volume continue to expand. By 2021, trade between the Asia-Pacific economies will triple.

This growth trajectory is startling for a region that is politically, economically and culturally diverse: the Asia-Pacific includes economies as different as Canada, Brunei, Chile, Russia, New Zealand and the United States.

Part of the success of the region can be attributed to the Asia-Pacific Economic Cooperation (APEC), a group composed of 21 economies that works to address issues affecting trade and investment.

APEC is unique amongst government forums because it is focused primarily on strengthening economic integration and it incorporates input from the private sector into its decision making process.

The annual APEC CEO Summit, for example, provides an opportunity for business leaders in the Asia-Pacific region to engage in discussions with APEC leaders on the critical issues facing the region.

In 2012, Russia hosted APEC for the first time. The APEC 2012 CEO Summit held in the Far East city of Vladivostok brought together close to 800 delegates and 1,500 staff on September 7-8. The agenda included sessions with President Vladimir Putin of Russia, President of Indonesia Susilo Bambang Yudhoyono President Hu Jintao of China, US Secretary of Hillary Clinton and numerous global business leaders.

An estimated 400 Russian and international media attended the CEO Summit, including journalists from top-tier global outlets like AFP, Associated Press, Bloomberg, CCTV, Channel News Asia, CNBC Financial Times, Jakarta Post, SBS, Straits Times, Reuters and Xinhua. Global Gateway Advisors and the CEO Summit public relations team worked with the National Business Center in Moscow to provide both remote and onsite media relations support for the CEO Summit.

Our work for the APEC Russia 2012 CEO Summit included:

> Registering media from top-tier international broadcast, print and online media outlets
> Pitching, securing and preparing international media moderators from the CNBC, Financial Times, The Economist, Bloomberg Businessweek, Fortune and other leading organizations
> Securing media partnerships with top-tier global publications including TimeWarner (CNN/Fortune/TIME), CNBC, Financial Times, Caixin and AmericaEconomia
> Managing and develop content for official social media channels to drive participant engagement
> Working closely with the communications teams of the international sponsors including Caterpillar, Dow, E&Y, Eastman, Exxon Mobil, International Paper, John Deere, Microsoft, PwC, VTB Bank and Walmart Asia

At the APEC 2012 CEO Summit, we saw an increasing amount of visibility and media coverage:

> 26 international and Russian media partners
> 70+ 1-on-1 interviews with sponsors and participants facilitated
> 200+ English-language news stories with specific reference to “APEC CEO Summit”
> 8,570 “likes” on English-language Facebook page
> 643 tweets on official Twitter account

Relevant links:

APEC 2012 Russia
APEC 2012 CEO Summit
APEC Secretariat
“5 Questions for…” participants of the APEC 2012 CEO Summit

Organizers look to the U.S hosting of APEC in 2011 as platform to expand dialogue across media channels and forums on key trade issues.

The Asia-Pacific Economic Cooperation (APEC) is the premier economic forum in the Asia-Pacific region. Established in 1989 and comprising 21 member economies (e.g. the United States, Russia, China, Indonesia, South Korea and Japan) APEC fosters growth and prosperity by facilitating economic cooperation and expanding trade and investment. Its 21 member economies account for 55 percent of global GDP and a market of 2.7 billion consumers.

In November 2011, the United States hosted the Asia-Pacific Economic Cooperation (APEC) for the first time since 1993 in Honolulu. Global Gateway Advisors worked with the APEC 2011 USA Host Committee – comprised of the world’s leading companies across a host of industry sectors – to provide communications strategy and support around the APEC CEO Summit. We also provided support for private sector events that coincided with APEC meetings throughout the year on topics such as food security, small and medium business, energy, sustainable transportation solutions, healthcare and technology.

The 2011 APEC CEO Summit attracted more than 1,000 economic and business leaders from across the region. Speakers included leaders such as Barack Obama, Hu Jintao and Dmitry Medvedev and global CEOs. The APEC CEO Summit was recognized as driving high-level conversation among top private sector and government leaders about the political, economic, societal, and technological trends and developments affecting future business growth and trade among the APEC economies.

Work included:
> Media registration of top-tier international broadcast, print, wire and online media outlets
> Social media channel management and updates
> Outreach to high-profile international media moderators
> Set-up CEO Summit Media Briefing Center and coordination with sponsor companies on announcements and press
> Coordinating interviews with business leaders and government officials
> Liaising with APEC government representatives on press credentials and registration

Relevant links: APEC 2011 USA
APEC CEO Summit 2011
President Obama at APEC CEO Summit