Mars – Participation in Salon Du Chocolat Egypt

Challenge

  • MARS Egypt was participating with Galaxy brand in Salon Du Chocolat, the largest international show exclusively dedicated to the chocolate industry and for the first time in Egypt in April 2010.
  • First interaction with Egyptian media on a high profile/ mass level

 

Solution

  • Capitalized on Salon Du Chocolat participation and educated the media on Mars presence and contribution in the Egyptian market
  • Developed an inclusive PR plan to promote MARS Egypt’s premium presence in Salon Du Chocolat as leaders in the chocolate industry.

 

Tactics

  • Pre Event: Held MARS indulgence day at MARS premises for the media that included;
    • A press briefing on MARS and its contribution to the Egyptian economy and society.
    • Media tour in the factory
    • Announcement of Salon Du Chocolat participation with an engaging competition for the media.
    • One to one interview with MARS associates
  • During Event: High Media attendance witnessing Galaxy’s world renowned chocolate experts. Engaging media in activities

 

Outcome

Coverage came strong with a total of 23 clippings, 12 TV and 1 radio interview