GROWING VISIBILITY FOR ASIA-PACIFIC'S PREMIER LEADERSHIP SUMMIT  

The Asia-Pacific Economic Cooperation (APEC) is a forum that promotes economic integration and trade. The host of the annual APEC convenings rotate to a different member economy each year. The APEC CEO Summit, established in 1996, takes place annually alongside government meetings and is a unique opportunity for global business leaders to engage with Presidents, Prime Ministers and other key ministers from across the region. Working closely with the National Center for APEC, our team has provided media and communications support in different capacities since 2011 for the USA, Russia, Indonesia, China and Peru. 


CHALLENGE

The assets and opportunity for the APEC CEO Summit were tremendous.  Leaders like Barack Obama, Hu Jintao, Vladimir Putin and other ministers and dignitaries, gathering alongside CEOs from the world’s largest and most innovative companies  to talk about economic development and social issues facing the fastest growing and largest economic area on the planet. Yet there was limited media coverage and visibility of the summit, low participation and limited opportunities to announce and promote news.  How could we reframe and grow visibility and buzz around the APEC CEO Summit as a “main event” for government and business trade and policy leaders to attend and for media to cover?  

IDEA

> Reposition and promote the APEC CEO Summit as “the board meeting of the Asia-Pacific Region” 

> Partner with global media organizations (including Bloomberg, TIME, Fortune, CNN, CNBC, Wall Street Journal, BBC, The Economist, and Reuters) to participate as media partners, engage their journalists as moderators of Summit panel discussions, set-up live broadcast coverage of the event to advance visibility

> Develop a multi-tiered media engagement platform to connect key media outlets to CEOs participating in the Summit and to bring attention to key issues of regional interest

> Develop media storylines around priority business and policy issues, including economic integration, food security, supply chains and innovative growth

> Engage with the communications teams of sponsors' companies and facilitate interactions with media

> Manage media registration, press pools and onsite announcements

> Work with CEO Summit Knowledge Partner PwC to leverage APEC CEO Summit Survey results to shape the dialogue around key business issues

> Manage successful social media channels and developed original content to drive engagement

> Secure top-tier international media moderators to support a strong program and drive attendance

> Secure media partnerships with top-tier global, regional and local market publications to drive brand visibility

RESULTS

Pre-Event (February-August)

> Social Media: Launched official social media channels to broadcast key updates and news related to the APEC agenda. Developed original content including teaser videos and “5 Questions for…” interview series with sponsors and participants. More than 9,000 “likes” on Facebook and 649 original tweets

> Sponsor Companies: Conducted briefings with the communications teams of international sponsors to determine company priority issues and media opportunities. Created background materials for sponsors including fact-sheets, talking points and social media guidelines. Sponsors included Caterpillar, Dow, E&Y, Gazprom, John Deere, Microsoft, VTB Bank and Walmart Asia

> 2010 SPIEF: Organized roundtable, “The Economy of the Asia-Pacific Region: Challenges and Opportunities” at the 2012 St. Petersburg International Economic Forum (SPIEF) featuring Jim O’Neill, chairman of Goldman Sachs Asset Management, as a platform to preview APEC CEO Summit issues

> Media Partnerships: Secured media partnerships with 27 media organizations including CNN/FORTUNE, Financial Times, Reuters, Caixin and Russia Today

> Media Moderators: Secured top-tier international media moderators from organizations like Bloomberg Businessweek, Financial Times, The Economist, TIME, AP, CNBC and CCTV

APEC Leaders' Week (September 1-8) 

> CEO Summit Media Center: Liaised onsite with the communications teams of international sponsors to facilitate interviews with high-profile media. Set up and promoted issue briefings and news announcements by sponsor companies at the CEO Summit Media Briefing Room

> PwC APEC 2010 CEO Summit Survey: Worked with CEO Summit Knowledge Partner PwC on the release of the results of PwC's 2012 APEC CEO Survey, “Addressing challenges. Expanding possibilities,” of more than 370 business leaders, which influenced the dialogue around key issues

> Media Logistics: Credentialed onsite media for the CEO Summit and managed press pools for high-interest leader sessions, including sessions with President Putin of Russia, President Hu Jintao of China and US Secretary of State Clinton. Created comprehensive media guide document for attending media