/ case study

LEAP23: the world’s largest technology event

ClientInforma Markets, Saudi Arabia Ministry of Communications and Information Technology (MCIT)
Expertise

Media Relations, PR Services

IndustryTechnology
Client Informa Markets, Saudi Arabia Ministry of Communications and Information Technology (MCIT) OfficeAction Saudi Arabia Expertise

Media Relations, PR Services

Industry Technology

the challenge

LEAP23 attracted the world’s greatest digital thinkers, brands and pioneers to empower entrepreneurs, ignite innovation and propel Saudi Arabia’s technology ecosystem into new worlds. LEAP23 shattered benchmarks after confirming 172,000 attendees, making it the world’s largest technology event by attendance.

our approach

To promote the show across the GCC and select key international markets, Action Global Communications delivered a strategic PR campaign, on behalf of event organisers Informa Markets and the Saudi Arabia Ministry of Communications and Information Technology (MCIT) split into pre-, on- and post-event activities.

Activities included:

• Drafting and dispatching x13 press releases over a six-week campaign timeline

• Action hosted 4 x international media at the show and facilitated 13x interviews in total with Show Director Mike Champion (x 7) and celebrity speakers Thierry Henry (x 3); and will.i.am (x 3). 

• Action, in partnership with VAMP, also hosted 5x international influencers, generating 30x posts and 15x Stories across TikTok, Instagram, and YouTube, leading to a reach of 15.7M and 1.65M engagements.

• The PR campaign generated 18,289 clippings with a circulation of 18.81Bn: AD Value of  USD193.52 Million and a PR value of USD489.15 Million

results

  • 18,289 pieces of coverage online and print
  • 130 countries reached
  • 107 accredited media
  • 13 editorials in 1.5 months

let’s work together