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High profile
media campaign establishes LinuxUser & Developer Expo
2004 as leading IT industry event |
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Background
Horsepower Media returned to Wildfire PR to handle the PR for
LinuxUser & Developer Expo 2004 after the impressive coverage
secured by Wildfire for the show’s launch at Networks
for Business June 2003. In 2004 the show moved to London Olympia
as a necessary measure to adapt to the rapid growth of the Linux
industry and to accommodate the expected increase of visitors
in 2004.
Wildfire PR has been working with Computer Aid International
to raise media awareness and assist in generating PC donations
since 2002.
The Brief
In 2004 LinuxUser & Developer Exp faced their first standalone
event that would considerably outsize anything the organisation
had done before. The brief was to establish the show as the
UK’s leading Linux and Open Source event via a high profile
media campaign targeting corporate IT budget holders, as well
as the Linux community. Wildfire PR was also asked to run the
online and event press office.
| Objectives |
| • |
To establish Linux User & Developer Expo
as the UK’s leading exhibition and conference for
the Linux industry and a major event in the UK IT calendar
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| • |
To promote the Linux User & Developer Awards run in
conjunction with the show |
| • |
To help attract exhibitors |
| • |
To drive visitors to the show web site and encourage pre-show
registrations |
| • |
To secure a high level of journalist attendance at the
show |
| Strategy |
Wildfire PR devised a strategy based around
developing strong news hooks to secure editorial interest
in the event:
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| • |
Targeting events calendars in mainstream IT
industry publications |
| • |
Issue regular, newsworthy press releases |
| • |
Offering exclusive interviews with conference speakers
in advance of the show |
| • |
Arranging interviews with key exhibitors and conference
speakers at the show |
| • |
Inviting around 100 industry journalists to attend the
show |
| Results & Evaluation |
The strategy proved successful, securing over
125 pieces of online and offline coverage in mainstream
IT industry titles, Linux titles and vertical industry publications
including:
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| • |
28 news stories and features based on interviews
with speakers at the conference programme |
| • |
14 news stories and features based on interviews with
exhibitors at the show |
| • |
37 references to Linux User & Developer Expo in IT
industry events calendars |
| • |
18 items for the Linux User & Developer Awards |
| • |
15 news items about Linux User & Developer Expo |
| • |
In addition, over 60 journalists attended the show. Wildfire
PR successfully co-ordinated interviews, dealt with journalists’
requests, ensured exhibitor’s press packs were made
readily available in the press room and offered exhibitor
advice on press pack content |
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