100% press office for 100% Optical

Skill area: Media relations and Press office

Objective: Generate media coverage

100% Optical 2016

Gravitas was challenged with raising attendance figures at trade show 100% Optical by generating coverage in both UK and international optical trade publications. The result saw the team securing over 100 pieces of targeted coverage, leading to a 20% rise in visitor numbers from 2015.

For 100% Optical’s third year, Gravitas knew that a dynamic, high-quality press office would be the way to secure much needed coverage pre-show, influencing visitors to attend, and be a recognisable force at the show itself, gathering stories from the floor and helping exhibitors secure their own coverage.

“The Newshounds” concept was created and the team behind it worked hard in the lead up to the show – making sure journalists had what they needed, including what to look out for at the show, and organised interviews between exhibitors and journalists to ensure all parties felt they had got the most from the busy weekend.

Once there Gravitas ran a seamless press office, interacting with exhibitors and visitors to share the ‘must see’ talks and stands with the media.  The team also wrote up testimonials from visitors and exhibitor feedback which could be used in marketing materials for the client, as well as contributing to the show’s social media with news and images as it happened from the show floor.

Feedback from journalists and exhibitors highlighted the excellent work of The Newshounds in providing regular and relevant news, and client feedback praised Gravitas for being proactive and having a real presence at the show.