Situation
Taking the step from being a domestic company to one that has a global profile is a big move and it is vital that the seeds are sown via a systematic approach.
Strategy
Coordinating activity is a core part of achieving consistent press to build the global profile of any company. Looking at the timings of news announcements, worldwide industry events such as markets or conferences and being sensitive to cultural differences all influence strategy in this activity. Once all of the above has been determined, a controlled approach to targeting the international trade press can follow to deliver the a heightened awareness of your company on a global stage.
Result
Franklin Rae worked with MDeC (Malaysia’s Multimedia Development Corporation) to raise awareness of its mission to help Malaysia become a global media hub and preferred location for multimedia innovations, services and operations. In particular, MDeC was looking to be positioned as a voice of authority in visual effects, animation and gaming. This campaign was structured to use MIPCOM as a platform to introduce MDeC to key industry figures internationally. In the run-up to and during MIPCOM 2010, Franklin Rae secured a wide range of coverage – spanning news, features and authored comment – in international trades such as MIPCOM Daily News, Variety, C21Media and Animation. Franklin Rae also arranged a series of relationship-building media briefings at the market. Over the course of the activity Franklin Rae delivered an advertising value equivalent of £94,000 in just five weeks.
FremantleMedia Enterprises (FME), the brand extension arm of FremantleMedia, is a global company operating in all major and emerging media markets. Franklin Rae worked closely with FME to develop an international PR plan which supports its various business streams – from its global drama strategy and growth of its children and family entertainment division, to the company’s distribution of top TV content and brand extension work with FremantleMedia mega-brands such as The X Factor and Idols as well as third-party IP. During the campaign, Franklin Rae developed and maintained a presence for FME, its executives and the brands and TV properties in its catalogue across international media, TV, film, licensing and marketing publications. Highlighting the executive talent at the company was a core part of the strategy to position FME as world leaders. Franklin Rae secured major interview pieces in titles including Broadcast, TBI, License Global and C21. Franklin Rae also delivered feature, interview and product news activity around FME’s top global markets such as MIPTV and MIPCOM, NATPE, Brand Licensing Europe and Licensing International Expo.
Franklin Rae worked with Skyware Global, the worldwide satellite communications solution provider, for a number of years to ensure that as its technology progressed and market share increased, the global footprint of the company continued to grow. Utilizing a number of different news hooks, product announcements and comment pieces, Franklin Rae was able to establish Skyware Global and its staff as authoritative figures for industry across a range of issues. Franklin Rae continued to build the brand by positioning Skyware Global as an expert in Ka-band satellite technology within the global satellite and telecoms industry.