Summary

Digital was a two-day tech event delivered by Innovation Point, the digital innovation company for Wales, on behalf of the Welsh Government. Now in its fifth year, the event was held in Cardiff for the first time at Tramshed Tech & Tramshed. As well as a new city and venue, Digital adopted a new festival feel with an Expo taking place in 13 shipping containers on the road adjacent to the venue, as well as the inclusion of a street food lunch offering. Having grown year-on-year, Digital has firmly established itself as ‘the’ event for the digital economy in Wales and so the ambition for 2017 was to reposition the event as a leading tech event in the UK.

Objectives
  • Increasing the national and international media interest in the event
  • 40% media coverage outside of Wales
  • Increase overall positive social media sentiment
  • 10% increase in social media followers (across all platforms)
Results
  • Secured media interviews with Daily Telegraph, BBC Wales Today, BBC Radio Wales, BBC Radio Cymru, BBC Cymru Fyw, Made in Cardiff, Computer Weekly and Business Matters
  • 68% of media coverage secured was outside of Wales (target of 40%)
  • Overall positive social media sentiment
  • 25% increase in social media followers (target of 10%)
  • Total of 43 pieces of coverage
  • Total reach of over 34 million
  • Both BBC Wales Today, BBC Radio Cymru and BBC Radio Wales ran packages on Digital including interviews with delegates and speakers
  • Digital featured within Tech Radar Pro’s “Top Tech Conferences: The Ultimate B2B tech events and show guide 2017
  • Interview with Jacqueline de Rojas featured on BBC News Online
  • Journalists from Business Matters, Computer Weekly and IT Pro attended the event
34
million reach
68%
coverage achieved out of Wales
1
of Tech Radar Pro's best tech events of 2017
25%
increase in followers
How we did it?

In order to secure coverage both nationally and internationally, we adopted a multi-pronged approach that utilised a number of creative PR tactics to reach our audience across the most relevant communication platforms.

Tactics:

  • Keynote speakers announcement – Drafted a news release to announce Digital’s keynote speakers, and used this as an opportunity to introduce the new festival concept, street food offering and new Cardiff venue.
  • Event listings – Identified event listing slots in Welsh, national and international titles and targeted relevant opportunities.
  • Meet and greets – Approached national journalists to arrange an in-depth interview with David Warrender at Unbound event in London, which resulted with an interview with Daily Telegraph.
  • Full agenda announcement – Drafted a news release which digested the full agenda into bitesize takeaways to allow journalists to build their own ‘insiders guide’ to Digital.
  • National journalist invites – Invited contacts on national and tech outlets
  • Bristol press release – In order to reach potential delegates from the Bristol and West Country area, we identified Bristol-based speakers at Digital and targeted local media outlets.
  • Thought leadership articles – Approached and built relationships with keynote speakers and their press teams in order to target national titles with exclusive thought-leadership pieces or expert comments.
  • Reactive opportunities – Closely monitored the news agenda to ascertain opportunities in which Innovation Point or our keynote speakers could provide a reactive comment.
  • Diary maker – Drafted a detailed diary marker outlining key broadcast and interview opportunities, and circulated to media to begin building an interview schedule for the event.
  • Broadcast opportunities – Approached, secured and managed radio and television opportunities both pre, during and post event.
  • On-the-day media – Drafted a press release at the end of both days, providing a summary of the most newsworthy moments and comments, and circulated to media ahead of their deadlines