Energy PR embarked on a mission to boost the international visitor numbers for Toy Fair New York, an iconic event in the toy industry. The challenge was to re-establish the event’s Q1 timing as a key moment in the international toy industry calendar after several years of date disruption caused by COVID-19. Energy PR devised a four-step international media strategy that included establishing the team as industry thought leaders, maximizing the show’s news to build anticipation, creating more noise with a media delegation, and boosting brand awareness with target ads.
The results were impressive. Energy PR’s strategic approach resulted in a 51% increase in organic traffic from target markets, reaching 18 international markets. The campaign generated 270 pieces of coverage, 607k editorial brand views, and 642k total online ad impressions. Energy PR’s innovative media delegation strategy resulted in hosting 10 delegates in New York, generating an additional 84 pieces of coverage.
- Establishing the team as industry thought leaders can build brand trust and demonstrate the brand’s crucial role in the industry.
- Maximizing the event’s news to build anticipation can significantly boost media coverage and visitor registrations.
- Hosting a media delegation can build relationships and boost coverage during and after the show.
- Supporting earned media work with an international advertising program can boost reach in crucial international markets.