Managing media attendance for the celebratory press launch for the first ever Lonely Planet guide to Italy’s Friuli Venezia Giulia region

The Brief

AM+A were tasked with supporting the celebratory launch event for the first ever Lonely Planet Guide to Italy’s Friuli Venezia Giulia region, taking place at London’s Langham Hotel.

Our Solution

Media database - AM+A began by compiling a database of leading editors, journalists and freelancers covering national media outlets, magazines and websites - all of whom would receive a bespoke invite to the event

Visual and written content creation
- we created an eye-catching invite design, which would accompany the written invitation. We also prepared numerous reminder emails (including one week before, one day before and the morning of the event) to ensure that journalists were given as many opportunities as possible to RSVP to the event   

Presentation support - AM+A supported with the creation of the event presentation, suggesting relevant questions for Lonely Planet’s VP of Experience Tom Hall and editing the script itself to improve consistency and tone 

RSVP list management and media list document - AM+A managed the RSVP list and liaised with the media regarding any questions or issues including dietary requirements. Prior to the event the client was provided with a media list document including an image and key information relating to all journalists on the RSVP list

In-person event support - Two members of the AM+A team attended the event to assist with name badges and to introduce the Friuli Venezia Giulia team to key journalists in attendance

Post-event activity - following the event, AM+A liaised with all media attendees regarding any questions they may have, and to pass all feedback and press trip requests directly to the client

What They Said

The Results

We exceeded our agreed deliverables - the event was attended by 23 leading journalists and writers including The Times, the Daily Mail, the Sun, the Evening Standard, the Daily Express and Rough Guides.  

Feedback from the event was extremely positive, with many journalists currently seeking commissions to write about this little-known corner of Italy

Thank you for such a wonderful evening last night. I had a fantastic time and it was great to learn about the region/new book.” - Daily Mail

A very big thank you for the event last night and putting Friuli Venezia Giulia on the map for me! It was so enlightening and enjoyable - your efforts, the way the evening was organised and the presentation - all very much appreciated.” - Daily Express

That was a wonderful event yesterday, and definitely whetted my appetite for FVG -- the only region of Italy I have never visited!” - Freelance writer

Skills & Services Delivered

Event management

Press office services

Content creation

Recent Work