A new venue, and clients requesting more briefings than ever before. It can only be Mobile World Congress 2013, and the chance for Liberty to unleash its latest mediovation (media innovation), the MWC Briefing Express.
The ingredients for our mediovation were simple. Take eight clients, 19 media, and select members of the Liberty team on a luxurious train journey from London to Barcelona via Paris, and a night’s stopover at Perpignan. Add some fine wine and gastronomic food along the way ‑ the whole way granted ‑ and you have the making for a memorable media trip that will become a mainstay around MWC for years to come.
The MWC Briefing Express combined the necessity of travelling to the world’s biggest mobile festival with not only the desire to maximise the number of media briefings for clients, but to serve news and thought leadership to the media before the noise of the Congress.
With the client-media briefings scheduled for the afternoon’s Paris-to-Perpignan leg of the journey, eager clients talked shop while the media scribbled furiously as the Eurostar made its way early Saturday morning on February 23rd from London to Paris.
Having successfully negotiated Paris, the TGV to Perpignan was a 5-hour journey with each client undertaking eight 30-minute interviews. In the relaxed surroundings of the TGV as it raced south through the stunning French countryside, it was perhaps the first time conversations on a French train on a Saturday afternoon ranged from mobile marketing effectiveness, mobile operator payments and deep packet inspection, to mobile consumer research, mobile apps and business assurance.
As the MWC Briefing Express Party relaxed over sumptuous French food and fragrant wine at the Perpignan hotel that evening, and networking into the early hours – not to mention the Full Monty in the swimming pool!!!! – it was s time to reflect on an incredibly successful days work.
In total, 71 briefings took place over a 10-hour period between London and Perpignan. Stories from those briefings started to emerge as early as Sunday afternoon. And to date, there have been over 40 stories, with countless others to be published over the coming months. What’s more, every client achieved their 15 minutes of fame with a recorded interview on TelecomTV.
Liberty’s MWC Briefing Express not only delivered an unprecedented number of briefings in such a short time in a unique and innovative manner, it also provided a platform for ongoing media coverage, and perhaps most important of all, lasting relationships between the media and clients were forged.
A massive thanks to everyone that helped make the Express happen, but also to the clients and media that embraced the concept wholeheartedly and made it a truly memorable expedition for all.
Planning for next year has already commenced. Watch this space for more mediovation.
So there you have it; one truly successful media trip, but don’t just take our word for it:
“It [the Express] was a great idea. I talked to loads of people at MWC about it. You should definitely repeat it.”
Paul Berney, MMA
“Let’s make it [the Express] a tradition!”
Alan Burkitt-Gray, Global Telecoms Business
“I found the access to companies that the Express provided, together with the chance to outline certain thoughts before the event itself and get to know companies better over a longer time frame was absolutely invaluable.”
Keith Dyer, The Mobile Network
“It [the Express] was an awesome trip, and I really appreciate being a part of it.”
Mike Shaw, Mobile Choice