The International Telecommunication Union celebrates its 40th birthday next October. In previous years, the global event has attracted more than 20,000 visitors, but aims to become 'the Davos of the telecommunications industry'.
Next year, in a change of strategy, conference organisers are targeting a smaller number of more high-profile figures. It is anticipated that in 2011 some 2,000 high-level heads of state and government ministers will attend the event in Geneva.
Those targeted include UN secretary-general Ban Kimoon, decision-makers in the telecoms industry, policy advisers and regulators. As a result, the organisation wants a PR strategy geared for this demographic.
AxiCom and Cohn & Wolfe are to drive awareness and understanding of the event through corporate and consumer PR campaigns. Journalists from at least 50 countries are expected to attend.
Blaise Judja-Sato, executive manager of ITU, said: 'We were looking for a PR partner that could ... seize the imagination of some of the industry's most influential individuals.'
Julian Tanner, CEO of AxiCom, said: 'We want quality of delegates rather than quantity. We want it to be the Davos of the telecoms sector.'