The Situation
Monde Nissin was hosting the first-ever World Instant Noodles Association (WINA) Summit in the Philippines. This was a major international event bringing together CEOs and governors of the world’s leading instant noodle manufacturers, spanning health, sustainability, and the industry’s future.
The stakes were high. The press conference would bring together all WINA governors for an open media Q&A, meaning multiple international executives needed to be briefed and aligned for the Philippine media landscape. Every spokesperson had to be prepared and every message had to land.
THE APPROACH
Phase 1: Narrative Positioning & Media Targeting
Positioned the WINA Summit as a groundbreaking milestone. Developed tailored story angles: lifestyle outlets got the summit experience, traditional media got industry developments and sustainability data.
Phase 2: Press Conference & Summit Access
Organized a press conference with all WINA governors. Briefed and aligned multiple international executives for Philippine media Q&A. Curated exclusive summit experiences over two days.
Phase 3: Coverage Amplification
Secured targeted exclusives and feature stories. Coordinated 36 social posts from attendees. Maintained post-event follow-through to sustain momentum.
THE RESULTS
- 48 Total pickups across seeded, paid, and feature coverage
- PHP 52.9M Total media value generated from the summit
- 37 Journalists attended across 2 days of the summit
Campaign Highlights:
- 36 social posts from media attendees and paid coverage
- All WINA governors briefed and aligned for Philippine media Q&A
- Lifestyle and traditional outlets received tailored story angles
- Top-tier traditional media secured for both summit days
THE TAKEAWAY
When you’re hosting a global industry event, the PR opportunity isn’t the event itself. It’s the narrative you build around it. Monde Nissin didn’t just get coverage for hosting a summit. They got coverage for leading the conversation about where the industry is going.
- Industry: F&B
- Service: PR & Digital Campaigns
- Solution: For Enterprise
FREQUENTLY ASKED QUESTIONS
What was the WINA Summit?
The World Instant Noodles Association (WINA) Summit is a major international event that brings together CEOs and leaders of the world’s largest instant noodle manufacturers. The edition hosted by Monde Nissin in the Philippines was the first time the summit was held in the country. Conversations spanned health improvements, sustainable packaging, and the future of the global instant noodle industry.
How did M2 handle communications for an event with international executives?
Multiple international spokespersons were briefed and aligned for the Philippine media landscape before the press conference. Each executive was prepared for the types of questions local journalists would ask and the messaging that would land with Filipino audiences. Tailored story angles were developed for different outlet types.
Can M2 manage PR for large-scale international events?
Yes. The WINA Summit involved stakeholders from multiple global markets, coordination with international executives, and a two-day media program that required sustained journalist attendance and coverage. The full PR scope included press conference logistics, spokesperson preparation, media targeting, story angle development, and post-event amplification.
How do you get journalists to attend a two-day industry summit?
By giving them a reason to show up both days. Targeted exclusives and different summit experiences for each day were curated so media had fresh angles and access to different executives across the program. 37 journalists attended across the two days, and the resulting coverage included both hard news and feature stories.
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