Once a year, Porto Alegre hosts the Brazilian Retail Fair and the Brazilian Retail Convention, promoted by Sindilojas POA. These events bring important people and topics from the national and international retail scene to Porto Alegre, and Usina follows all this movement closely. The 2016 Fair (the second to rely on Usina’s press office) amounted to 246 appearances in the press in about 30 days of work. In all, the agency wrote 39 pre-coverage texts, and another 35 pieces as real-time reports during the event.
Press office planning began with lunch meetings with influencers and visits to newsrooms, and the distribution of press kits. Upon the confirmation of the Convention program and Fair exhibitors, Usina traced a plan of suggested agenda to be worked with specific branches in the press, such as fashion and economy columnists, op-eds, special issues, and technology and innovation publications, among others. The agency also centralized the distribution of press credentials to cover the event, resulting in 13 insertions directly from the venue.
During three days of intense activity, Usina’s people followed the events closely with instant coverage, agenda prospection, press interface, guidance to spokespersons and sources. Our recompense was the results printed and issued in the local and national news.