IRX
IRX2025 Launch: Elevating presence across Europe
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the challenge
Raccoon Media Group, a leading events media company, appointed us to lead their PR strategy across the UK and Europe for the launch of IRX2025 in Amsterdam.
With just a six-week lead time from briefing and appointment to the launch, we needed to work at pace to deliver results. Our objective was to bring key media representatives from the UK, Germany, the Netherlands, and France - securing 10 media guests - to the launch event and arranging interviews with Raccoon Media’s key spokespeople, including CEO Mike Seaman.
The ultimate goal was to generate high-quality earned media coverage across relevant trade and consumer outlets.
our solution
To maximise exposure and engagement, we delivered a coordinated multi-territory media strategy:
- Targeted outreach: Ran a cross-European PR campaign with partner agencies to drive attendance and secure coverage.
- Media hosting: Managed travel, accommodation and tailored itineraries for visiting journalists.
- Post-event amplification: Maintained media relationships and distributed a highlights release to UK and European outlets.
- Exclusive networking: Hosted a private media lunch at Amsterdam’s Olympic Stadium to deepen relationships.
- Extended reach: Secured coverage across key European titles and generated additional stories from non-attending media.
the impact
Our campaign successfully amplified the IRX2025 launch, securing widespread coverage across key European and UK media channels:
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By delivering a seamless media experience, facilitating high-profile interviews, and securing top-tier coverage, we successfully positioned IRX2025 as a must-attend industry event in Europe.
