Waves of Press for the Seatrade Convention
For 25 years NewmanPR handled all media relations activities for the Seatrade Cruise Global convention and exhibition, the world’s largest annual cruise industry gathering, including recruiting, credentialing and registering media, writing and distributing all press materials and writing articles for placement in industry publications. In addition, we operated the press room, scheduled and managed press conferences, arranged interviews, produced news photography and wrote and produced on-site an eight- to 12-page daily tabloid-size four-color newspaper that was distributed at the convention and posted on the client’s website.
Our goal in representing the convention was to increase on-site coverage of the event by journalists from all over the world. When we started with the account, it was attended by a handful of journalists. As the event grew, we attracted more media attendees through expanding the media list each year and making a compelling case that Seatrade was THE event to cover if you covered the cruise business.
In our final year representing the event, 2015, we attracted 351 journalists from 26 countries — a record number. We garnered 760 media placements in 426 media outlets in 51 countries for a total of 2.4 billion potential impressions with an estimated advertising equivalency value of over $14 million. Yeah, we still wonder why they replaced us, too.