case studies, events, public relations, projects\' openings, regional projects, product introduction on Romanian market

1. Creativ e PR & Events for Real – Es tate
Companies , Retail & S hopping
Centers
C ommunication C ampaign 2012

2. S UMMA RY
 PR for multinational real – es tate company
We create leaders of opinion in real-es tate
Creative ideas in PR
S hopping Center Pre-launch Braila, S uceava, Bacau
PR for franchis e multinational real-es tate company
S hopping Center PR Campaig n
 S hopping Center Project – Pre-launch Pres s Conference
 S hopping Center Creative Events :
 Halloween F ever
 X-Mas Event 2009 - Chris tmas Around the World
 V alentine’s Event 2010 – A s pring in love
 F antas ia Event 2010
 O jucarie pentru un zambet – A toy for a s mile
 All S tar Drift – Drifting Champions hip
PR for retailers : Wawel, Bucovina Aqua, AntiEthanol s oft drink
 S ocial media concept: F acebook, Twitter, F ourS quare, Pinteres t, Goog le+

3. PR for multinational real-estate company
www.anteea.ro

4. C as e S tudies – Real E s tate C ompany
 PR for Cushman &
Wakefield
October 2008 – present
•Implementing: Strategy of
•communication &
•implementation tactics;
•Media relations;
•Personal image campaigns for
main executives;
•Generating extensive press
coverage for Cushman &
Wakefield;
Results:
•In this period, we generated a
•number of over 800
•articles/interviews/ TV shows;
•C & W is positioned now as
point of
•reference for real estate media
&
•customers;
•In terms of awareness – C&W
went
•up to top 3

5. C as e S tudies – Real E s tate C ompany
 PR for Cushman & Wakefield
October 2008 – present
November, 2009
Implementing:
– Announcing the launch of
www.romania-industrial.ro real-
estate portal;
– Press clipping send to national
press and adapted for the
regional press (Suceava,
Timisoara, Brasov, Constanta,
Ploiesti,
Pitesti, Sibiu, Suceava, Targu –
Mures, Iasi, Oradea);
Results:
− Over 15 articles on national
newspapers and news portals in two
days;
− A number of 14 articles on regional
newspapers and portals in one day;
− PR Ranking in Google from 0 to 3

6. We create leaders of opinion in real-estate
www.anteea.ro

7. C as e S tudies – Real E s tate C ompany
 Promoting the General Director of
C&W and the Department Heads in
order to position them as LEADERS of
opinion.
October 2008 – present
Project – Promoting the General Director
Cushman&Wakefield,Razvan Gheorghe
Director of Industrial Department – Gabriel
Sfetcu
Director of Shopping Centers Department –
Cristina Dumitrache
Director of Evaluation Department
March 2008 – Ongoing
Implementing:
– Articles in national and regional media
Results:
More than 100 articles and TV stories
Cushman & Wakefield specialists well-known
and with a solid reputation in the
industry.

8. C as e S tudies – Real E s tate C ompany
 Image creating for the Head of
Evaluation Services – Cushman &
Wakefield
Project – Promoting the Head of Evaluation
Services from Cushman & Wakefield
March 2008 – November 2009
Implementing:
−Articles in national and regional media
−Results:
−several articles and TV stories
−Dan Ionascu is very well known in whole
−industry
−Supports him in getting new clients and new
−projects ion in the industry.
−The evaluation business grew up to 20%
−of the entire C&W business

9. Creative Ideas in PR
www.anteea.ro

10. C as e S tudies – Real E s tate C ompany
 PR for Cushman & Wakefield
October 2008 – present
Project – Cotroceni Park - 2009
Facts: during entire 2009 Ziarul Financiar was famous
for turning even a positive story in a very powerful
negative one
Facts: this happened to several companies such as
Cushman & Wakefield, Equest before becoming our
customers
Facts: Ziarul Financiar called the letting agent wanting
to visit AFI Cotroceni construction site and received
approval
Situation: Ziarul Financiar & Business Magazine were
programmed to visit alone the site – so there was a
probability that this could turn in a negative story
Agency Solution: through C&W the agency proposed
to the journalists an exclusive interview with Mr.
Havar, at the construction site and instructed the
client to respond through a positive answer to any
negative question
Results: A very positive and optimistic article – half a
page in ZF and 1 page in Business Magazine

11. Pre-launch campaigns for regional shopping centers
www.anteea.ro

12. S hopping C enter Pre-launch B acau
 Pre – launch of European
Retail Park Bacau
•Total number of news – 53
•Total number of regional news – 9
(6 print & 3 online)
•Total number of local (Bacau) news
–5
•Traditional central press (press &
TV) – 15
•Online versions of press – 20
•Number of news with photo of the
commercial center – 8
•Online media – 13

13. S hopping C enter Pre-launch B raila
 Pre – launch of European
Retail Park Braila
•Traditional Central Media (press,
TV) – 15
•Regional media – 5 (4 traditional
and 1 online)
•Online Media – 15
•Online versions of traditional
media – 17
•Number of news with photo of the
commercial center – 9
•Total number of news – 52

14. PR Campaigns for real-estate franchise, other real-estate
companies ( residential), ARAI - association
www.anteea.ro

15. Case Studies – PR for real-estate company –
working for residential market as well
RE/MAX BASTION – international franchise
 December, 2009
 Implementing:
– Creating several press clippings,
in order to be published on 22
december, a difficult period,
taking into considerations that
the Christmas was very closed
and media was unfocused ;
– Communicating with media &
doing follow-up in order to ensure
that the story gets in the papers
 Results:
− Over 20 articles on national
newspapers and news portals in
two days;
− Over 7 articles on regional
newspapers and portals in one
day;

16. Case Studies – residential real-estate business
Proiect – PR
Anteea Estate Residential
 March, 2009
 Objective: Positioning the company as a
specialist in residential asset management
 PR Campaign promoting their knowledge &
expertise
 Results:
− Over 30 articles on national
newspapers and news portals in one
month;
− Some of these articles appeared in
national newspapers such as:
Financiarul, Romania Libera, Bursa,
Saptamana Financiara, Capital etc.;
− Most important – the company landed
a big administration contract following
the campaign

17. Case Studies – First real-estate international
congress
Project – PR
Project – First International Real Estate
Congress – PR Campaign
Client – ARAI Main real estate association
in Romania
September 2006, Hotel Marriot
 Implementing:
– Partnerships with major dailies,
Televisions, Radios and
Magazines
– Presence of all mass media at the
event – 7 televisions present, 2
broadcasting live
 Results:
- The PR campaign supported sales
and marketing strategy
- ARAI gor the presidency of
CEREAN
- Over 100 artcicles, TV news and
radio news about the event

18. PR Campaigns for Bucharest shopping centers
www.anteea.ro

19. Case Studies – Shopping Center
ProProject – PR
PR 2009 - 2011
Res ults :
• Shopping center became well – known
in mass-media
• Retailers were promoted on Euforia
TV,
• The campaign brought 4 new retails
( of which one is an anchor)
• Shopping Center benefited from a
media of 10-15 articles/ month as well
as 10% increase in traffic

20. Press Conference/Event – for a Developer
www.anteea.ro

21. Shopping Center Project – Pre-launch Press Conference
PR Conference – Project Launch
February 2008 - Howard Johnson
Plaza
Project, budget & implementation
realized in a week
Res ults :
• Creative materials including a logo
prototype for Arad
• Logistics: conference room, audio-
video system, translation, lunch
• Invitation of journalists – over 40
persons
• Over 35 articles & TV News

22. PR, Events, Creative Concepts
www.anteea.ro

23. Case Studies –
Halloween Event
Project– Halloween Fever
– Special decoration by Ileana, fashion for
Halloween – The Institute of Fine arts, Fall
Vitantis fashion show by Cassandra,
– flash-mob event – 60 dancers, live concert,
10 actors from National Theater, prizes for
the most interesting costumes;
– Media Partnership with Intact Group
– 3 news in prime time - Antena 1
– 3 news in prime time - Antena 3
– 5 days of contest in “Neata” – Antena 1
– 33 commercials of 60” on Radio Zu
– 2 articles in Jurnalul National
 Results in data & figures:
− Over15 articles before & after the event –
PR Campaign
− Around 14,000 visitors in the day of the
event
− In between 200 and 500 persons were
present at each moment of the show;
− In between 2000 and 4000 spent the entire
day in the commercial centre – 70%
families with children.

24. Halloween Fever

25. Case Studies – Christmas Event
Project – Christmas around the world in 5 week-ends
 Christmas allegorical voyage passing
trough Peru, Russia, SUA, Spain and ending
in Romania
 DECORATION: 5 booths of 3sqm where
each country recreated specific decoration:
Spain – The mage kings; Peru – the holy
family in the barn etc.
– Media partnership with Intact:
– 12 news in prime time - Antena 1
– 5 news in prime time - Antena 3
– 17 days of contest with prizes at Neata
– Antena 1
– 132 commercials of 60” on Radio Zu
– 6 articles in Jurnalul National
 Results:
− Over30 articles– PR Campaign;
− Over 16,000 visitors during the days
of the events;
− In between 300 and 500 persons were
present at each moment of the show;
− In between 2000 and 5000 spent the
entire day in the commercial centre –
70% families with children.

26. Christmas around the world

27. Case Studies – Valentine’s Day
A lovers s pring – “Primavara Indrag os titilor”
14 februarie 2010
– Pop-rock concert - Vis-a-Vis
– Dance shows by ”Happy Feet”
– Contests with prizes:
– VIP lweek-end at Howard Johnson Plaza, a romantic
dinner at luxury restaurant, Casino vouchers, vouchers
for ”La mama” restaurant and ”Cafepedia”Café
– Special Guests : The Mayor of 4th district Cristian
Popescu Piedone, Raluca from ”Super Bingo
Metropolis”, Georje from ”Cântă dacă poți”
– Fashion show by Bride`s Boutique Fashion House;
– Heaven girls band concert ;
– Media partnership with Intact:
– 90 radio commercials during 2 weeks – Radio Zu
– 10 days of contests at ”Neața cu Razvan și Dani”
– 12 BBI/BBO – prime time Antena 1;
– 2 prime time news Antena 1;
– Banner on home page Radio Zu;
– 1 article in Jurnalul National;
• Results:
− Around 11,300 visitors in the event’s day

28. A lovers’ spring

29. Case Studies – Easter Event
Project – “ Visul unui tanar …..viitorul unei generatii ”- the dream of
a young person is the future of an entire generation
– Multitude of special mini events
– Magic shows, trial & parkour, gymnastics,
break dance and capoeira as well as stand up
comedy.
– Concerts: Blue Motors, Alexandra Ungureanu
și Connect-R
– Charitable auction of famous Romanian
painters – the money raised went as a
scholarship for a gymnast and for the
institutionalized children.
– Intact partnership
– 12 BBI/BBO during the following TV shows
on Antena 1, Antena 2 & Antena 3 TV (all
shows in prime time): “Un show păcătos”,
“Super Bingo Metropolis”, “Cântă dacă poți”,
“Meteo”;
– Radio Zu – 90 commercials / news;
– Event presented by CRISTI BRANCU & OANA
TURCU
• Results:
− Around 18,433 visitors in the event’s day

30. Easter event

31. Children’ day with Voiculescu Foundation
“A toy for a smile”

32. Case Studies – Sport Event
All S tar Drift – drifting champions hip event
20 news of which 4 TV news, Adevarul (print
edition and online), Jurnalul National (online, to
be followed by the print edition), Realitatea TV (4
pieces of news), TVR (The National Television, one
piece of news) and PRIMA TV (1 piece of news).
Top Gear (online, followed by the print edition),
ProMotor , Stiriauto.ro

33. Sport event – All Star Drifts – 4000 people
present

34. PR for Retailers
www.anteea.ro

35. Case Study – Retail
Project – Wavel
Polish chocolate premium brand
 2008 - 2010
 Implementing
– Launch of the new brand &
producer;
– Creating special events together
with trade magazine such as
Magazinul Progresiv.
– Participating at fairs & exhibitions
– wedding fair made by Edipresse
– Promoting the products towards
the retail chains through trade
magazines & portals;
– Realizing market studies.

36. Case Study – Retail
Project – Rio Bucovina
Bucovina – still mineral natural water
 2011 – 2012
 Total number of articles generated by the
PR Campaign in between July –
December 2011 : 235 articles
 Total audience over 15,000,000
 persons exposed to the message;
 Considering the media of readership
 as 3 – means that an unique number of
 5,000,000 readers were exposed to the
message in this period.
 Advertising equivalent value for analyzed
 61 articles with a total net audience of
 3, 850,000 persons = an approximated
cost at
 Rate-card of 72,850 Euro + VAT

37. Case Study – Retail
Project – AntiEthanol
New natural soft drink with energizing effect,
reducing the effects of alcohol drinking
 48 articles based on launch press
release alone
 Project launch with Radio Zu in Brasov
– AntiEthanol main sponsor – sampling
product
 Design of key visual and all corporate
materials;

38. S ocial media campaigns :
Facebook, Twitter, Fours quare,
Pinteres t, G oogle +
C ommunication C ampaign 2012

39. A nteea C ons ulting
Thank you!
Contacts:
www.anteea.ro
Roxana Pavel – Marketing Director
Mobile: 0722 222 021
Email: roxana.pavel@anteea.ro
www.anteea.ro
www.anteea.ro