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PR

Showcasing a unique hybrid edition through a targeted and impactful media relations strategy

Challenge

Objectives

Solutions

The 2021 edition of SITL faced a dual challenge: physically bringing together key industry players (with a notable increase in “Marco Polo” profiles—top decision-makers/buyers) while strongly integrating a digital dimension through the live streaming of 17 conferences, a first in the show’s history.

The goal was to successfully transition to a hybrid format—engaging on-site and accessible remotely—while reinforcing the event’s credibility on issues of innovation and transition.

-Modernize the show’s image to bring back long-standing exhibitors

-Position SITL as a hub of innovation rather than solely a technical trade fair

-Increase the event’s visibility among a broader audience and mainstream media

-Highlight the show through a societal lens : INNOVATION, TRANSITION, IMPACT

A three-step approach was designed to position SITL within a sustainable reconquest strategy:

-Upstream : generate anticipation and put SITL back on the media radar

-During : bring the experience to life by highlighting the show’s key signals

-Downstream : capitalize on media coverage to maintain visibility year-round

Plan

  • Building connections with trade and business media

    Organizing informal meetings with key journalists in Supply Chain, Logistics, Transport, Industry, E-commerce, and Innovation, as well as economic and business press, to reactivate or establish a direct and personalized relationship with SITL.

  • Supporting exhibitors and partners with PR strategy

    Implementation of a PR guidelines workshop for the show’s stakeholders (exhibitors, startups, partners) to co-build a consistent and unified communication strategy across all messaging.

  • Showcasing the expertise of the event and its speakers

    Writing and distributing press releases, opinion pieces, and expert commentary to position the show as a thought leader on major contemporary logistical and economic issues.

  • Multiplying key speaking opportunities

    Organizing interviews ahead of the event (with the show’s management, key speakers, and experts) and during the three days of the exhibition to boost media momentum around the success of the 2021 edition.

  • Structuring and showcasing media coverage

    Creation of a qualitative and quantitative press review, analyzing over 500 media mentions to document and showcase the PR impact of the strategy implemented.

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