Client
Fondazione Cologni dei Mestieri d’Arte

Objective
Maximise the media coverage of the "I Talenti Nascosti del Made in Italy" (Hidden artistries of Made in Italy) congress, organized by Fondazione Cologni dei Mestieri d'Arte on october 28, 2009 at Triennale museum in Milan.
The congress counted the participation of several exponents of the Italian excellencies (Brioni, Richard Ginori, Fondazione Alme, Il Piccolo, ecc.). The event was also the offasione to present the book "Mestieri d'arte e Made in Italy. Giacimenti culturali da riscoprire" (Artistic craftsmanship and Made in Italy. Cultural deposits to be re-discovered) edited by Marsilio Editori.

Target
Media

Strategy
Use the congress occasion as communication theme and cue in order to strenghten the Fondazione Cologni's positioning towards media, as one of the main promoter of the artistic craftsmanship culture in Italy.

Activities
Aida Partners Ogilvy PR managed the Media Relations activity supporting the event:

• event announcement press release writing and spreading
• events press folder writing:
• press release;
• corporate contents about Fondazione Cologni;
• tutorial sheets about Artistic craftmanship fields;
• introductory contents and texts;
• invitations and participations management (journalists);
• Media Relations management during the event;
• interviews organization with the main Italian Newspapers;
• post-event Media Relations management.