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   Prix Dialogo media exploitation
   Corporate/Dialogo/EMEA/poweraxle

Challenge

This year's press conference attracted 40 journalists, who delivered 35 per cent more coverage than in 2012, reaching an audience of more than 4.9 million readers and viewers in print media, national TV and radio, and online. Our online work attracted over 1.5 million single visits and we now have 300,000 followers on Twitter.

Diálogo is an association whose objective is improving Spanish-French relations through the development of a range of social, culture and business activities.

The focal point of its program is its annual Prix Diálogo prize, which recognizes the contribution of high profile personalities to the promotion of good relations and understanding between the two countries.

The award winners in 2013 were the designers Jean Paul Gaultier and Agatha Ruiz de la Prada. Previous winners have included the French and Spanish Interior Ministers and the presidents of the Prado and the Louvre.

The job of poweraxle, since 2010, is to raise the profile of the association throughout society through the awards scheme, covering all traditional and online media.

Response

Our main strategy is to use the power of media and web 2.0 as platforms to inform people about Prix Diálogo, and raise awareness of the work of the association by leveraging the awards and the people who win them. We create a regular stream of interactive news and interviews with award winners and Diálogo spokespeople.

The centerpiece of the program is the press conference with award winners and the Award Ceremony itself - a gala dinner with 500 VIP guests from such French companies sited in Spain as Axa, Renault, Orange, Carrefour. We issue a video release of both events to the media and the award ceremony is broadcast via streaming, dynamizing and viralizing the event through social media.

Results

This year's press conference attracted 40 journalists, who delivered 35 per cent more coverage than in 2012, reaching an audience of more than 4.9 million readers and viewers in print media, national TV and radio, and online. Our online work attracted over 1.5 million single visits and we now have 300,000 followers on Twitter.