WORLD DESIGN CAPITAL 2014
When accepting this designation on behalf of the city, South Africa and the African continent, Executive Mayor of Cape Town, Alderman Patricia de Lille expressed a desire for every citizen to feel the impact of WDC 2014.
Our main objective was to communicate all WDC messages to the public as well as create awareness of all the projects through media channels. Challenges included limited budget and resources available to widely promote WDC 2014, coupled with an overwhelming number of projects involved (over 460 recognised projects) requiring exposure.
THE PR CAMPAIGN & RESULTS
We hosted a monthly media briefing session to discuss projects and WDC messages. Our team drafted all content and seeded press releases and visuals to media monthly.
Total AVE: R1,5 Billion
Total Reach: 1,2 Billion opportunities to see
Average of 10 media in attendance at each media briefing session
Average of 302 pieces of coverage on WDC 2014 in general per month (target 30)
Average of 180 pieces of coverage on WDC 2014 projects per month (target 30)
Average of 16 pieces of coverage in community media per month (target 10)
Average of 163 pieces of coverage in Western Cape regional media per month (target 20)
Average of 34 pieces of coverage in regional media in other areas of South Africa per month (target 10)
Average of 154 pieces of coverage in national media per month (target 5)
Average of 9 pieces of coverage in African media per month (target 5)
Average of 77 pieces of coverage in international media per month (target 5)
Average of 29 pieces of coverage in niche media per month (target 5)