accesso®, the premier ticketing and queuing technology solutions provider for leisure, entertainment and cultural venues worldwide, was poised in 2016 to launch its most groundbreaking innovation to-date. Its next-generation wearable device, accesso PrismSM, would herald in a new age and new ways for theme parks, water parks and other attractions to connect with guests.
To build awareness for and position Prism as the leading wearable technology for theme parks, water parks and other attractions, a successful news conference at the IAAPA Expo was critical to connecting with important industry journalists, as well as prospective customers. After a review of available space at the convention center, technological capabilities, consideration of event flow and target audiences, and research into additional press conferences, the accesso exhibitor booth on the main expo floor was selected as the location that would have the greatest potential for attracting attending media and potential sales prospects.
To ensure success, we started work immediately to develop message points, an announcement news release and news conference invitations, as well as to pitch media on news conference attendance and interviews with accesso’s CEO. Several top outlets were offered details under embargo to entice attendance. On the day of the event, we placed several signs about the news conference in high-traffic areas of the IAAPA Expo hall to draw attendees, and managed a photographer and videographer hired on behalf of accesso. One of our off-site staffers was responsible for broadcast media calls, press release and event photo distribution, and pitch calls post-conference. Another was stationed at a preceding industry event to guide media quickly to the booth. The release was disseminated via PR Newswire to secure coverage in financial outlets, and USB drives loaded with a press kit were provided to media via the IAAPA Expo’s official press office.
The exhibitor booth for accesso was packed with attendees for the news conference, extending out onto the IAAPA
Expo show floor. All measurable objectives were exceeded:
- Fourteen target media outlets attended the event (more than double our objective), including The Associated Press, Orlando Sentinel, WESH-TV and Funworld.
- Fifty stories (double the objective) were secured about Prism in print, online and broadcast outlets. The Associated Press’ story on IAAPA included a quote from accesso’s CEO and was picked up by more than 26 news outlets nationwide.
- Twenty-four stories about Prism ran following the news conference in national industry trade media and local news outlets covering tourism, also surpassing the objective.