Campaign: Peace Sells But Who's Buying? Launching the 2010 Global Peace
Index
Client: The Institute for Economics and Peace
PR team: Hill & Knowlton
Timescale: February-June 2010
Budget: £50,000
In June, H&K launched the fourth Global Peace Index (GPI), an annual report that ranks countries on indicators of peace.
Objectives
- To launch the GPI to media and bloggers
- To manage an event reaching government, business and NGO stakeholders
- To develop a digital strategy.
Strategy and plan
Ahead of the launch, H&K worked with the client to make the GPI website more engaging and reactivated its Twitter feed.
It hosted a pre-launch dinner with 12 senior business, political and NGO leaders to introduce GPI to a senior audience. The dinner sparked debate on how businesses and governments could use the results when making policy decisions.
The agency used its global network to hold tailored media briefings in eight key markets - Brazil, India, the UK, France, Germany, Spain, the UAE and Japan.
Measurement and evaluation
The team secured top-tier national media on every continent, including The Guardian, Reuters, Nippon TV and Spiegel.
Results
Visits to the GPI website increased by more than 20 per cent, while time spent on the site was up by 40 per cent.
