Yecheon-gun, Gyeongsang Province South Korea
The Insect Bio Expo Yecheon 2012 was held in Yecheon but PR House conducted PR activities not only at the local but also at the national level. This resulted in attracting over 850,000 visitors well overachieving the original target of 600,000 with KRW 99.4 billon economic effects.
Yecheon Country held the Insect Bio Expo Yecheon, the largest insect expo in Korea in July, 2012 with a theme of Eco-Friendly World with Insects. Live insects including world’s rare insects and those on the verge of extinction were displayed on the exhibition halls. In 1998 Yecheon became the first municipality to turn shut-down schools into Industry Insect Research Center, leading environmentally-friendly agriculture in the nation. Since the event was held during the summer vacation and holiday season, media activities not only at the local level but also at the national level were needed to raise awareness across the nation.
PR House conducted multi-faceted and systematic PR activities to bring visibility to the event. It conducted integrated marketing communications activities that include media activities, advertisement, online viral and promotional efforts. To maximize promotion effects during the event period, the focus was placed on letting the public know different programs organized for each of the 23 days from exhibitions to local festivals. Each day we offered materials that could be put into many different formats, helping to maximize the effects of media exposure.
As a result over 1,500 pieces of news articles were exposed about the event. This was due to our comprehensive PR activities targeting special programs and news of national TV networks as well as the local press. Thus, the event attracted over 850,000 visitors well overachieving the original target of 600,000 with KRW 99.4 billon economic effects. Thanks to the resounding success of the event, ‘Insect Bio Expo Yecheon 2012’ was recognized by the International Congress of Entomology for its contribution to advancing the insect industry and conserving the environment. In addition, Yecheon County, Gyeongbuk Province was awarded with a grand prize at the 1st Korea Festival Content Award and a special prize for local contribution at the Korea Local Government Management Award.