In the PR arena, in-person events provide a valuable opportunity to make authentic connections with media and key stakeholders. A well-designed event is not just a showcase for a brand or product, but an opportunity to establish direct dialogue with journalists, experts and opinion leaders, offering them an immersive experience and relevant content that can translate into qualified visibility.
The ability to attract and capture the attention of the press often depends not only on the importance of the announcement, but also on building an experience that makes participation useful and interesting. In addition to the presentation of the product or project, it is essential to ensure moments of discussion, access to exclusive information, and the opportunity to interact directly with the company's key players.
Effective organization of a press event requires strategy and planning: from managing invitations to follow-up, from selecting the right timing to creating valuable content that can stimulate interest beyond the day of the event.
In this case study, we analyze the presentation event of the new swimming pool of Piscine Laghetto - Fluidra's brand, a concrete example of how an in-person event can turn into a strategic communication opportunity.
Context:
On Feb. 18, Carlotta Ruocco, PR Manager, and Francesca Bellini, PR Specialist, attended the presentation event of the new above-ground pool of Piscine Laghetto, a brand of Fluidra, a Spanish multinational company in the pool industry.
The event was held at Torneria Tortona in Milan from 11 a.m. to 2:30 p.m., involving journalists, partners, influencers, architects and industry experts.
Objective:
The Client's desire was to engage the generalist and trade press, as well as influencers and experts, for the presentation of the new CITY pool by Piscine Laghetto - a Fluidra brand.
The goal, in fact, was to raise awareness of the Fluidra ecosystem and Create an open dialogue between the press and the company, creating opportunities for discussion during and after the event to deepen the project and future prospects.
Preparation:
Aware of the needs of the press, with busy agendas and varying schedules, to get some initial feedback we started with the Save the Date and some rough details more than a month before the event, gathering initial participation.
In the following weeks, we continued with follow-up and new invitation activity until about 2 days before the event, ensuring reliable confirmations and handling any last-minute cancellations.
In addition, we provided the press with all the necessary information to ensure maximum participation, such as the time slot and the most interesting time for them.
At the end of the event, journalists had the opportunity to talk with the group's marketing manager, a useful time to learn more about the project, discuss brand news and explore industry trends.
Results:
Through invitation and recall activity, we were able to engage about ten national press, lifestyle and design journalists, as well as a well-known influencer in the world of architecture and design.
Some publications obtained:
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