52nd ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA13

ICCA Best PR Award 2013

Kuala Lumpur Convention Centre:

A Case Study

International Congress and Convention Association.

Twitter: #ICCA13

Overview

1. Objectives/challenges/strategy

What to achieve? Who are your target audience?

2. Creativity

What makes you different?

3. Execution and quality

What did you do to reach your audience?

4. Evaluation/ROI

Results – quantitative and qualitative

International Congress and Convention Association.

Twitter: #ICCA13

Objective: What a press release means to us?

1. Share the latest sights and sounds of the Centre.

2. Educate and highlight best practices.

3. Visibility is free publicity and marketability.

International Congress and Convention Association.

Twitter: #ICCA13

Strategy and creativity

1. Constantly on the lookout for news and story angle;

be proactive and anticipatory

International Congress and Convention Association.

Twitter: #ICCA13

Strategy and creativity

a. Look within the Centre.

New products and services

International Congress and Convention Association.

Twitter: #ICCA13

Strategy and creativity

a. Look within the Centre.

Technology upgrade

International Congress and Convention Association.

Twitter: #ICCA13

Strategy and creativity

a. Look within the Centre.

Awards and accolades

International Congress and Convention Association.

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a. Look within the Centre.

Green and sustainability initiatives

Strategy and creativity

International Congress and Convention Association.

Twitter: #ICCA13

Strategy and creativity

a. Look within the Centre.

Staff activities

International Congress and Convention Association.

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Strategy and creativity

b. Sensitive to what’s happening around you.

Leverage on events and happenings

International Congress and Convention Association.

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Strategy and creativity

b. Sensitive to what’s happening around you.

Leverage on industrial partnerships

International Congress and Convention Association.

Twitter: #ICCA13

Strategy and creativity

b. Sensitive to what’s happening around you.

Tap on local and global news

International Congress and Convention Association.

Twitter: #ICCA13

Execution and quality

A-to-F Guidelines:

Headlines must be an attention-grabber and not what you

would expect from a convention centre.

“Pints Galore”

“40 Tonnes and Keeps Growing”

“Thumbs Up to No Smoking”

“Kuala Lumpur Convention Centre Goes Wild!”

“Impossibly Possible for the Kuala Lumpur Convention Centre”

International Congress and Convention Association.

Twitter: #ICCA13

Execution and quality

A-to-F Guidelines:

The bulk of the story in the first paragraph.

International Congress and Convention Association.

Twitter: #ICCA13

Execution and quality

A-to-F Guidelines:

The copy should be compact.

Consistent with

message house

Succinct and

precise

No jargonsNo hard-

selling

International Congress and Convention Association.

Twitter: #ICCA13

Execution and quality

A-to-F Guidelines:

Decode and decipher for clarity and credibility.

International Congress and Convention Association.

Twitter: #ICCA13

Execution and quality

A-to-F Guidelines:

Elaborate and support with facts and figures.

International Congress and Convention Association.

Twitter: #ICCA13

Execution and quality

A-to-F Guidelines:

The winning foto (photo).

International Congress and Convention Association.

Twitter: #ICCA13

Execution and quality

Lead

Expand

Closing summary

International Congress and Convention Association.

Twitter: #ICCA13

Your pick: Waste management

Team joined trip to waste management centre

World Environment Day

PR Team worked on copy

GM’s approval

Liaised with SHE

International Congress and Convention Association.

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Your pick: Blood donation campaign

Announcement from HR

Team developed a media brief

Story generated

Distribution

International Congress and Convention Association.

Twitter: #ICCA13

Your pick: High profile event

Venue provider

Zoom into own capabilities

PR Team worked on copy

GM’s approval

Get facts & figures from various departments

International Congress and Convention Association.

Twitter: #ICCA13

Evaluation and ROI

1. PR coverage on print, e-magazine and online

RM1.04 million

€239,000

72%

22%

6%

International Congress and Convention Association.

Twitter: #ICCA13

Evaluation and ROI

1. ROI

RM17.5 million

€4.0 million

KLCC49%

PWTC23%

PICC5%

MVEC5%

Sime Darby4%

Matrade1%

MIECC1%

SACC2%

Royale Chulan

1%Others6%

MyCEB2% SCB

0%

International Congress and Convention Association.

Twitter: #ICCA13

Evaluation and ROI

3. Team members are kept abreast of the development

in the Centre.

4. Shortlisted as finalist for ICCA Best PR Award!

2. Media becomes our BFF.

International Congress and Convention Association.

Twitter: #ICCA13

For more information, visit

www.klccconventioncentre.com

Thank you!

Terima kasih!

谢谢