Optimum West

Challenge

• The Business Council of British Columbia asked Optimum to provide strategic guidance and support with the conceptual development, planning and implementation of an annual business conference to help reinforce and strengthen the organization’s position as the province’s premier business association.

Solution

• From the first client meeting, through to the last delegate’s departure, Optimum oversaw the development and seamless execution of a communications strategy in support of hosting a premier business conference.
• Optimum worked closely with the Business Council on elements related to the conceptual development of the business conference, including recommendations for the name of the annual event and overseeing the design and creation of an event logo.
• We helped shape the inaugural event agenda - securing Arnold Schwarzenegger, Governor of California as the keynote speaker, liaising with the California Commission for Jobs and Economic Growth to confirm a co-partner relationship, and providing counsel on panel topics and potential panel participants.
• Optimum also engaged the assistance of both the Canadian Consulate in San Francisco and the Canadian Consulate in Los Angeles in a lobbying effort to secure Governor Schwarzenegger’s participation in the event
• We provided creative recommendations for delegate gifting and worked with a third-party supplier to produce branded items. All of the delegate gift items were made of recycled products, including a delegate folder made of recycled circuit board and a pen made of recycled currency.
• Optimum consultants worked with our event partners at Mediaco to oversee all audio visual production and staging requirements. The team coordinated the creation of support visuals for the event stage to ensure optimal brand placement.
• Optimum developed an integrated media relations strategy, which included securing a media partnership (Global TV and Vancouver Sun), proactive media relations and onsite media management.
• To prepare Business Council representatives for media interviews, Optimum solidified key messages and developed a support Q&A document.
• Optimum prepared emcee speaking notes for Larry Berg, President and CEO, Vancouver International Airport Authority.
• As a brief for the client, Optimum developed a minute-by-minute event run-of-play, which was distributed to the audio visual team for use on event day.
• Onsite, Optimum’s team of consultants managed the minute-by-minute event agenda, executing onsite requirements that included directing panel participants, ensuring flawless agenda flow and acting as the key point of contact for the audio visual team.

Results

• The Pacific Economic Summit made business history as the first conference in B.C. to host Arnold Schwarzenegger, Governor of California, as a keynote speaker.
• More than 450 C-level delegates attended the inaugural conference.
• More than 85 outlets registered for media accreditation.
• Optimum was successful in securing extensive broadcast, online and print media coverage, with a total reach of more than 22 million (22,958,339) impressions.
• Coverage included CBC Newsworld, Global TV National, Globe and Mail, Vancouver Sun and the Washington Post.

Premier Gordon Campbell and Governor Arnold Schwarzenegger at the Pacific Economic Summit.

Over 85 media outlets were in accredited and provided coverage of the event.