For the First ever North East Festival that was held at New Delhi on 8th and 9th November, 2012, this is a brief media presentation that yours truly prepared.

1. Venue: IGNCA, New Delhi
Date: 8th & 9th November, 2013

2. Why is this event?
• NEIim survey revealed:
– 87% of surveyed people can’t name all the states of North
East India
– 93% of the respondents wish to know more about the region
– 52% of the respondents have negative perception about the
region
– 56.3% said the necessity for special awareness campaign to
educate people in rest of the country
• Key finding: Media professionals, sentinels of information
to society, remain largely ignorant
• Action Point: Initiate the process of perception building in
rest of India

3. Event Objectives
Bridging perception gap
• Through display of cultural vibrancy
& diversity
• Initiate the discussion on NER
• Promote the philosophy of unity in
diversity
• Showcasing nation builders from the
region
Promote NER as tourism
destination
Exhibit the rich hospitality &
friendliness of the people of
NER
Sustain the dialogue with
further initiatives

4. Key Messages
A region with great cultural diversity,
vibrancy and unity
A region with rich potential for growth
in service sector, tourism sector
A region with a healthy food style
relished by foodies
A great fashion destination for
colourful clothing
A region of friendly people,
heartwarming hospitality

5. Identity
• North East Festival
Name
• Eight identities with their
cultural vibrancy celebrate the
colours of life
Philosophy
• Celebrate Eight Colours of
India
Catch line
Logo

6. PR Verticals
Media
Engagement
Non Media
Campaigns
Marketing
Communication
Social Media
Evangelism

7. Target Media
National
Media
Regional
Media
International
Media
Print Media Wire media
Electronic
media
Digital
media
Social media

9. PR Process
Promotion of the Festival
Interviews, authored articles
by North East Festival
Announcement of the
initiative
Positive stories, Articles on
NER

10. Stage I: PR Smoke
• From within the advisory board
• From the local media in NER
• From the NGO network in NER
Build a
story bank
from NER
• Good mix of all media columns
• Maximum utilisation of a story
• Strategic timing of releasing a story
• Ensures visibility of NE stories for next three months
• Build up is paced up towards the festival
• Biggest stories will come up fortnight ahead of event
Strategy
for stories

11. Stage II: Announcement
• Date to be confirmed
• Launch of the brand
ambassadors
• Launch of the website
• Press release
dissemination across
media universe
Press Conference
to announce the
event
• Facebook page launch
• Twitter handle for real
time update
• Creation of a blog
linked to the website
• Bloggers conference
Launch of the
Social media
initiative

12. Stage III: Engagement
One on one
media
engagements
with
• Brand
ambassadors of
the festival
• M C Mary Kom
• Baichung
Bhutia
• Papon
Authored
articles on
NE, with a
line about the
festival, by
eminent
personalities
from NER on
national
dailies
- Translated
versions for
regional
newspapers
- Initiate talk
shows on
leading
narional news
channels
Promote
these news
clips across
social media

13. Stage IV: Promotion of Event
Press release dissemination at the end of each day of event
Invitations to all the media houses
Aggressive social media campaign
PR campaigns to be highlighted in the relevant media
Event listing at all national and regional dailies
Stories of the performers at the event
Press release on developments

15. Marketing Communication Mix
Advertising
• Print advertisement
• Two in English dailies
• Two in Hindi dailies
• Billboard
• Collaborate with DMRC
• Two billboard through DONER
Personal selling
• Messengers of event
• Personal engagement with key groups
• Road shows
• On road Contests
• Buying space in Delhi autos/ DTC buses
Direct marketing
• Brochures
• Posters
• Email blast
• SMS blast
• Merchandise
Radio
• 4 Weeks radio campaign
• Brand ambassadors
sound bytes
• RJ mentions
• On air contests
• Radio jingles

17. DIGITAL MEDIA
Launch of website
• Official website of the Event
• Synchronies all social media platforms with the website
Launch of Facebook page
• Minimum status updates on a regular basis
• Ad spend for 15 days for initial traction
• Build up the momentum through interactive topics on NER
• Online contests on the page on NER
Launch of official blog
• Official blog to be linked with the website
• Posts by guest, advisory board members, distinguished journalists on
NER topics
Launch of other social media platforms
• Once an initial traction is achieved, google hangout will be initiated
with different icons of NER involved with the event
• Continuous feed through twitter handle with hashtags created for this
event

18. Non Media
Campaign
Let’s think it over a cup
of tea!
Coffee!!!

19. Badge campaign
Merchandise campaign
• Design Festival T Shirts for
volunteers
• Distribution to right people for
greater noise
Street drama
Mock fashion walks in
Metro, Cyber city, CP,
GIP
Guerilla chit chats
Surprise invitation by
event volunteers at
DMRC, DTC
Activities by volunteers
in RWAs for social
cooperation

20. North East India Image Managers (NEIim)
Voluntary non profit apolitical media group
Originated in facebook; active since 2011
Objective to bridge the perception gap
Group strength at 1547 members
Event partners as co-host ex officio capacity as media advisory organisation responsible
for driving the publicity for the event

21. Achievements
• Armstrong Pame’s initiative of People’s road
• Bloopers in IGNOU, SBI, yatra.com etc.
• Statistical & rational representation of the
perception gap
• Media campaign against Manipur road
blockade
• Associated media support in many NE events
like Bihu, sports festival in Manipur, Tokhu
Emong festival in Delhi
• CNN IBN started North East blog on their
website
• Corretion in factual information in Manorama
Year book
• Tribute event to Dr bhupen hazarika
The group
highlighted
the
following
issues in
the media:

23. Celebrate Eight Colours of India!