PR: World Press Photo exhibition 2013 (TNT Express)
- Azzura Benoit
- Aug 10, 2017
- 2 min read
Agency: Go Communications Client: TNT Express (international courier and delivery services company)
Project: World Press Photo tour & exhibition, 2013
Position held: Azzura Hassan, Associate Brand Manager
WPP launch, Kuala Lumpur 2013. (picture taken from Says portal)
Description:
TNT Express was one of the high-profile accounts at Go Communications agency at the time, and the World Press Photo exhibition was one of the first projects I worked on upon my appointment at the agency. With TNT Express as a corporation rooted in the Netherlands, the Malaysian branch were keen to host the World Press Photo (WPP) exhibition; a prestigious photography exhibition based in Amsterdam that awards the best photos published in the press from around the world. That year, 2 Malaysian photographers had received top awards in the exhibition, and were to be featured as part of the publicity efforts.
With only about a month's notice, as the lead publicist handling the TNT Express account, I had to secure exhibition locations in two cities in Malaysia as well as publicise the exhibition with the usual PR practices including media invites and writing tasks including press release and even speeches on behalf of the Dutch embassy who were to be present at the exhibition launch(es).
Along with the team at Go Communications, I was able to achieve the following:
1. Securing the 2 locations in public areas (as per the client's request) namely at Penang Performing Arts Centre located in Straits Quay commercial centre, as well as Bangsar Shopping Centre (shopping mall) concourse in Kuala Lumpur;
2. Get in personal contact with the 2 Malaysian award-winning photographers to appear at the Kuala Lumpur launch event (with one of the photographers going on to collaborate with the agency on other accounts);
3. Organise and secure participants for an additional photography workshop in conjunction with the exhibition. For this, I tapped into my personal contacts to secure Vignes Balasingam (Director of photography festival Obscura) to be featured as a speaker along with one of the Malaysian WPP winners.
4. The PR efforts to publicise the WPP exhibition garnered one of the highest media coverage value for Go Communications that year, and was presented to the client in the efforts to renew the account.
Example of some of the media coverage for WPP in Malaysia, 2013: http://says.com/my/lifestyle/2013-world-press-photo-award-winners
With teammates, client rep from TNT Express and rep from WPP organisation @ Penang launch of the WPP exhibition, 2013.
With teammates, client rep from TNT Express, rep from WPP organisation, WPP award winner as well as photographer Vignes Balasingam (mentioned above) @ Kuala Lumpur launch of the WPP exhibition, 2013.
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