World Bio Markets is a global event in the bio-based industry and has expanded from its European beginnings nine years ago to encompass shows in Brazil, the USA and – for the first time this year – an Asian event in Kuala Lumpur.
The organisers, Green Power Conferences, have to market the four events and wanted to maximise the use of video to create powerful marketing materials for their future marketing activities with potential exhibitors, sponsors and delegates.
In addition to the promotion of the show with a series of news releases and direct engagement with key media to encourage attendance, Proactive PR was also asked to manage the video requirements. This included general footage, recording the atmosphere of the event and its associated awards ceremony, the Sustainable Bio Awards. It also encompassed a wide range of high-level speaker interviews, sponsor and exhibitor interviews and vox pops on the show floor.
In order to ensure sponsors, exhibitors and potential press were aware of the opportunities available to them at the event, the Proactive PR team contacted the main sponsors, exhibitors and key speakers to engage with them in the run-up to the event. Proactive PR helped manage the press registration process and also worked with key event partners to encourage them to share news by issuing their own news releases and providing them for the World Bio Markets newspage.
Five news releases were issued before, during and after the event obtaining a record high of 240 pieces of coverage. The Proactive PR team secured 37 journalists to attend the event and whilst on site, wrote 10 show daily articles. In total, Proactive PR produced over 30 videos and filmed a further 25 in-depth discussions with keynote and other speakers and sponsors. The Sustainable Bio Awards ceremony was also a key part of the event and Proactive PR captured the atmosphere through its videos and by interviewing the five award-winners. In addition, the crew achieved over 40 vox pops from exhibitors and delegates to include in the general video coverage.
Pieces of coverage
Videos produced for event