Deep Offshore Technology Conference (Pennwell)
Strategy
Owned and produced by publisher PennWell Corporation, the annual Deep Offshore Technology (DOT) International Conference and Exhibition is a three-day, oil and gas industry event featuring presentations, panel discussions, a comprehensive technical program and interactive exhibits focused on the unique needs of deep and ultra-deepwater. Ward provided public relations counsel and implementation support with the goal of helping the client showcase the following themes to secure coverage and drive registration: 1) pioneering technologies shaping the future of deep and ultra-deepwater industry and 2) the most innovative technologies in the deepwater oil and gas industry. The strategic vision was to garner coverage from the mainstream press by consumerizing industry stories for general media purposes. The team was tasked with generating creative, media-genic opportunities and relevant ideas to support conference goals.
Results
With a record U.S. attendance of 1,335 (up 5% from the previous year in Aberdeen), increased revenue, and positive feedback from attendees regarding content and quality of the overall event, objectives for the Deep Offshore Technology International Conference were achieved. Timely, proactive, targeted delivery of news and updates about the event resulted in positive media coverage. Stories were accurate and consistently showcased the technology and innovation themes defined in the outset to drive awareness. Key placements included a pre-event feature article in the Houston Business Journal interviewing the event chair, calendar listings and news briefs in community newspapers, and a Q&A feature in Offshore magazine, PennWell’s monthly publication, recognized as an industry leader in covering the key issues and trends relative to offshore technology.
