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
