Campaign: Facing Tomorrow
PR agency: Finn Partners
Launch: April 1
Objective: More than 4,000 political leaders, businessmen, scientists, academics, and artists will gather in Jerusalem in June for the fourth Israeli Presidential Conference. Hosted by Israeli President Shimon Peres (above), the conference will feature speaking sessions, panels, roundtables, and classes with discussions on how to improve the world.
“We would like to stop for a minute from all that's going on and focus on how we can make a better tomorrow for Israel and the world at large,” says Israel Maimon, chairman of the conference steering committee. “We do that by bringing together the best minds from all over the world.”
Idea: Shortly after Peres was elected president of Israel, he met with Maimon and others to discuss how to mark the country's 60th anniversary in 2008 “in a meaningful way, not just with fireworks and parades,” Maimon explains.
They came up with the idea to have a “Jewish Davos,” he adds, and Peres hosted the first Israeli Presidential Conference that year. Since then, the conference has evolved to appeal to non-Jewish participants, as well; last year about 1,800 attendees came from outside the country.
Tools: Finn Partners, AOR for the conference's international PR, is working on the event for the second straight year. It will expand press outreach beyond Jewish-focused outlets. It hopes to bring up to 500 journalists to the conference.
The event will incorporate more social media than in past years, including a Facebook page and live tweets from VIP speakers “to generate buzz externally,” says Matthew Krieger, deputy MD and associate partner at Finn Partners Israel.
The conference agenda will feature up to 100 speakers from outside Israel, such as a marketing panel led by WPP Group CEO Martin Sorrell.
Measurement: The conference will measure success by the number and quality of media placements.
“In the past, there was an abundance of coverage, but we want to turn the focus to why this event has become important in terms of a global story,” Krieger says.