By almost any criterion, the biggest PR coupe achieved by Priority PR was the presentation of SBS’ Digital Vision.
The three-day event was conceived and executed entirely by Priority PR’s staff in the US and Europe.
As the Agency of Record for SBS Broadcasting from 1995 to 2005, Priority PR was instrumental in advising the company on many of its strategic marketing and PR initiatives. Regarded as a key member of the C suite, our team took an active role in positioning the company as a leading broadcasting network in Europe. SBS operated commercial television, premium pay channels, radio stations and related print businesses in Scandinavia (Denmark, Norway and Sweden), Belgium, Poland, Bulgaria, Finland, Greece, Hungary, The Netherlands and Romania.
As early as 2002, SBS began to introduce digital initiatives among its channels in Copenhagen and Finland. Based on these ground-breaking moves, Priority PR recommended the company host a major event in Amsterdam, where its corporate headquarters was located, to solidify its position as a leader in the coming Digital TV revolution.
We branded the event as “SBS’ Digital Vision,” which was held in Amsterdam, on March 8-9, 2005. Working closely with the Chairman Harry Sloan, CEO Markus Tellenbach and Digital Head Christian Anting, we formulated the agenda that included press conferences, one-on-one interviews and an investor presentation at the Amsterdam Stock Exchange Building, considered the oldest in the world. A major highlight was evening party at the Beurs van Berlage celebrating the 10th anniversary of SBS 6, which attracted more than 800 guests including top media and advertising executives in Holland.
The event generated a tremendous amount of press coverage. In addition to flying in key members of the international press corp., Priority PR also secured participation from national groups of journalists representing Hungary, Poland, Sweden, Denmark, Norway, Belgium, Finland, Slovenia and Romania.
Priority PR handled all travel logistics for the journalists and selected the Hotel d’ Europe as the headquarters. Creating all the signage, press materials/releases and premium items for SBS’ Digital Vision, Priority PR also worked closely with SBS’ partner company Nokia, which arranged for all the journalists to receive a very early version of a smart phone.
Later in the year, SBS Broadcasting was sold to private equity players for an astounding $2.6 billion.
This is one for the PR record books!