SWIFT’s annual Sibos global conference has been a fixture in the banking and financial services industry calendar for three decades. Vienna in 2008 coincided with the failure of Lehman and the onset of the global financial crisis. For the 2009 event in Hong Kong, Sibos provided a venue for critical dialog about the recovery of the industry.
A client since 2007 across the Asia Pacific region, SWIFT turned to Bite to maximise industry awareness of and participation in the event. In less than three months the Bite team planned and executed a complex, large-scale media partnership plan. Bite worked with SWIFT’s global communications teams and agencies to manage a media centre for more than 200 international business and trade journalists. Top tier regional, local and trade media were targeted to great effect, resulting in partnerships with Bloomberg TV, The Asian Banker, FT, SCMP, WSJA, and many more. Media were encouraged to attend and get deeply involved with various innovative programmes offered, in order to better understand and explain the industry’s response to its greatest crisis in memory.
This marketing campaign helped support a record 5,800 participants at Sibos 2009, making it the biggest Sibos conference ever staged in the APAC region and turned it into a genuine global event. Overall coverage extended globally with hundreds of articles and commentaries.
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