Corporate Consumer Technology

Belt and Road – Astana Expo 2017

Astana Expo-2017 is a major exposition showcasing Kazakhstan as an emerging tourist destination and an integral part of the modern day Silk Road

A key theme of the Expo, which runs from June-Sept 2017 in Astana, is energy – specifically energy consumption and its effect on the planet

Expo features representatives of 115 countries and 22 international organizations with latest technologies on display

To promote Expo, the Kazakhstan Tourist Association attended the International Travel Expo in Hong Kong. One of Asia’s largest travel shows

Booth at show and also roadshow to address travel vendors in Hong Kong/Southern China

Newell asked to promote the Expo at ITE.

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Activities

Promote Astana 2107 in local media during ITE 2017

Formulate newsworthy invite ahead of show highlighting China’s One Belt One Road initiative and the importance of Kazakhstan as part of it

Organize small group briefing at the booth during ITE involving Rosa Assanbayeva, President of Kazakhstani Tourist Association

Liaise with PR partner in Moscow and Astana to ensure project success

Enlist a Russian to English interpreter during the show

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Results

Media event had to be moved at last minute from the Thursday to Friday to accommodate a changed flight schedule

Eight reporters representing 7 media attended the media event

More than 12 clippings appeared

One media requested special inclusion in Belt and Road supplement appearing ahead of the show

Speaking opportunity for Kazakhstan also followed

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CoverageSouth China Morning Post

Eastweek

Hong Kong Economic Times