- It was a new format with no established awareness
- Reach was limited because the event was invitation-only
- The audience was highly sensitive to status, positioning, and format
- The project relied on an independent reputation analysis conducted with external partners
Challenge:
The Reputation Leaders ranking had previously existed within third-party events. In early 2025, it was launched for the first time as a standalone premium-format industry award.
Context:
Turn an existing industry ranking into a standalone premium-format event, attract senior executives, and build a foundation for annual delivery
Objective:
January 2025
Period:
PR, reputation marketing, and premium-format events
Industry:
170 participants instead of the planned 150, strong industry uptake, and a format that became an annual event
Launch of a Closed-Format Industry Award
Results
- The event brought together 170 participants against a target of 150
- Representatives of almost all ranked companies took part
- The award received media coverage and was featured in agency blogs
- The format was positively received and became an annual industry event
In early 2025, the Reputation Leaders ranking was launched for the first time as a standalone premium-format event rather than as part of third-party events. The main challenge was the lack of awareness around a new format and the need to engage a high-status audience within a limited reach model.
The event itself and the independent reputation analysis were delivered by the agency team together with external partners. My role as a marketer was to lead promotion and communication with the target audience.
What I Did
The event itself and the independent reputation analysis were delivered by the agency team together with external partners. My role as a marketer was to lead promotion and communication with the target audience.
What I Did
- Oversaw the development of a dedicated event website;
- Developed the communication strategy, including email campaigns, personalised invitations for top-ranked participants, and individual outreach with a strong status-driven message;
- Contributed to content and media support, including copy, editorial materials, and communication assets;
- Positioned the event as premium and invitation-only.
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Email: tur.mariya.777@gmail.com
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