• CAMA Festival media relations (2011) (Pro-bono)

    Objectives

    • Promote awareness about the 5th CAMA Festival and its charity beneficiary among local youth
    • Leverage media coverage on the event, in supporting event marketing to the public
    • Strengthen relationship with targeted media

     

  • CAMA Festival media relations (2011) (Pro-bono)

    Challenges

    • Relatively low awareness among Vietnamese youth

  • CAMA Festival media relations (2011) (Pro-bono)

    Strategies

    • Design a 3-phase communications plan (pre-event, event & post-event)
    • Leverage on the goodwill cause of the event
    • Strongly feature the participation of well-known local and international bands and artists

     

     

  • CAMA Festival media relations (2011) (Pro-bono)

    Activities

    • Standardized CAMA information kit for media
    • Media relations program:  press  releases,  media meet-up, press conference, media hosting
    • Consultancy on partnership with media and other third parties

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  • CAMA Festival media relations (2011) (Pro-bono)

    Results

    • Successful music festival with over 2,700 festival attendants
    • 117 media coverage including TV coverage on 5 national channels during the campaign
    • Coverage featured prominently Flora and Fauna International as the event beneficiary and its cause in protecting endangered primates in Vietnam
  • CAMA Festival media relations (2011) (Pro-bono)